Monday, 9 February 2009: Gone are the days when art used to be just a piece of decoration. To create an emotional connection with its guests, Le Méridien Hotels introduce the ‘transitional portal’ with the objective of providing a stimulating experience and engaging its guests. These portals are walls of sound and art created by LM100 artists, a group of cultural innovators from the fields of art, design, architecture, and fashion, appointed by Le Méridien’s cultural curator, Jerome Sans. He aims to introduce cultural initiatives in hotels as an interactive experience and a way of life for Le Méridien guests and associates.
Le Méridien Kuala Lumpur has embraced the brand’s new initiative by transforming its hotel entrance into a transitional portal, celebrating the unique artwork by LM100 artist , An Xiaotong entitled ‘Everywhere’.
Upon arrival at Le Méridien Kuala Lumpur, guests are welcomed with striking colours displayed at the hotel entrance and ceiling along a narrow walkway. With the intention of resetting the guests’ mind when entering the hotel, the art piece features extended branches in bold red against electric blue to illustrate the complexity of this wall art. According to An Xiaotong, the branches exemplifies a network of cities that spans everywhere throughout the world. Hailing from China, An Xiaotong’s artworks are often described as possessing an edgy and modern sensibility.
“This particular art piece from An Xiaotong caught our attention because of the intriguing and thought-provoking design that made us want to discover more. We believe it will pique our guests’ curiosity”, says Cheryl Lum, Director of Communications of Le Méridien Kuala Lumpur.
In addition to the visual experience, guests will also be enveloped with Le Méridien’s signature scent of frankincense, musk, iris and earthy notes created by innovative perfume house, Le Labo. This exclusive, custom scent will complete the guests’ experience by engaging memory and emotions through the sense of smell. Guests will also notice an interesting sound piece composed by Henri Scars Struck, a Grammy-winning French composer and producer.
The new arrival experience also includes Le Méridien’s Unlock Art programme in which guests receive a room key at check-in that not only unlocks their room, but provides them with special privileges at cultural centres. Le Méridien Kuala Lumpur partners with Gallerie Taksu for its Unlock Art Programme.
“Le Méridien is engaging in a non-traditional approach by marketing curated cultural initiatives and experiences to our guests”, said Eva Ziegler, Senior Vice President, Le Méridien. “Le Méridien delivers a new perspective in a credible and relevant way in order to attract a new, aspirational customer – the creative guest.”
