Le Méridien Unveils “Unlock Art”

24th April 2007 (Last Updated April 24th, 2007 05:06)

Le Méridien has unveiled “Unlock Art,” an innovative programme that provides access to local contemporary cultural institutions for Le Méridien hotel guests, aimed at awakening their creative curiosity. Le Méridien has partnered with six leading contemporary art institutions worldwide.

Le Méridien has unveiled “Unlock Art,” an innovative programme that provides access to local contemporary cultural institutions for Le Méridien hotel guests, aimed at awakening their creative curiosity. Le Méridien has partnered with six leading contemporary art institutions worldwide.

Developed to engage its creative guest, Le Méridien’s “Unlock Art” programme will include an artist-designed key card that offers access to more than just the guest room – the card, created by acclaimed artist Michael Lin, will become a collectible piece of art which will grant guests complimentary access to its affiliated arts organisations. Le Méridien’s Cultural Curator Jérôme Sans has created “Unlock Art”, offering experiences to re-invigorate the brand through new initiatives and partnerships that transform the guest’s experience long-term.

“We are very excited to launch Le Méridien’s unique “Unlock Art” programme. This is a clear example of how we are reinterpreting a functional element of the hotel and elevating it to an experiential and stimulating opportunity,” said Eva Ziegler, Senior Vice President, Le Méridien Brand. “With the help of Jérôme Sans, we have created a programme that connects with our guests’ passions, allowing them to keep a collectible piece of art and providing special access to cutting-edge arts organisations around the world.”

“Unlock Art” will launch at Le Méridien hotels in the world’s most exciting cities through partner arts institutions, such as the Yerba Buena Centre for the Arts in San Francisco; the Museum of Contemporary Arts (MOCA) in Shanghai; the Vienna Sucession; Nouveau Musée National de Monaco; Galleriiizu Contemporary Arts Centre in Kuala Lumpur and About Studio/About Café in Bangkok.