HOW CAN ART BECOME A CORE BRAND ASSET AND DRIVE GROWTH?
While other hotels are in the race to the bottom of perceived luxury, we helped The Standard hotels take a more creative path.
From NY, to London to Bangkok. As the first art activation coming out of the strategy True cultural energy comes from the clash. developed for The Standard Hotels, we partnered with artist Daniel Arsham to not only do international installations at the properties host unique events and develop custom products. Daniel has a history of working with The Standard so he was the perfect artist to kick off the new brand vision.
We began the collaboration with a series of public sculptural installations on The Standard High Line’s iconic plaza in New York’s Meatpacking neighborhood.
A Frieze London 2023 kickoff party for the artist.
Arsham Studio created custom clothing for the collaboration that also marks his 20th anniversary with Galerie Perrotin. The pieces are available in-store and online through The Standard Store.
Bangkok coming soon!
Strategy, ideas and activation credits
Allbriton Robbins
keelbone: John Swan & Dick de Lange
The Standard International Marketing Team
The Standard High Line Facilities Team