The heading of this article is by no means a maxim that holds true in all cases. Not all hotel complexes want to -or can- afford to rely on artists’ firms for the design of their establishments. What is certain is that investing in art is an added value that brings a plus of exclusivity to the business. It also provides a personality that more and more clients are looking for when choosing a hotel. Not to mention culture lovers.
The rise of art hotels in Spain
Although still in dribs and drabs, every day more and more hotels where art is a guest are joining the list. Spain has some interesting proposals. In large cities such as Madrid or Barcelona, but also Valencia, we find outstanding examples.
At the Hotel Balneario Las Arenas in Valencia, a magnificent hotel complex on the Mediterranean, you can enjoy a delicious dinner at the Sorolla restaurant. And the name is not only as a tribute to the Valencian painter of light, but also because on its walls hangs a magnificent female portrait of the artist. A luxury, I assure you.
The Majestic Hotel & Spa in Barcelona offers the Soldevila collection, which features prestigious firms such as Miró, Tàpies, Chillida, Guinovart, Plensa and Miquel Barceló, among others.
Of course, these are examples of hotels rated as high category. What we call 5 stars. This does not mean that emerging art is not within the reach of other establishments that are not in the Olympus of the big chains.
Hotels with local art: A commitment to culture
Another one of the most fresh and successful aspects, in my opinion, is the commitment to the local cultural fabric. In Mallorca, for example, there are several hotels that feature the work of local artists and artisans. And although they are a minority, I believe that art still has a fruitful way to go along with hotel tourism.
Maseda has already taken this path. Since the artist began his artistic career in 2005, his fans have only increased. His highly expressive style, nods to street art and mastery of drawing are his best allies.
A fervent follower of portraiture, many well-known (and anonymous) faces have already colonized the canvas. From black and white with added touches of fluorine -especially fuchsia- Maseda has managed to acquire his own personality halfway between figuration and abstract expressionism. His psychological portraits pierce the souls of his characters, drawing us into a world of madness, rage, indignation or fear. Maseda likes fragile, sensitive and in many cases tormented characters.
UMusic Hotel Madrid: A hotel with art by Maseda
In 2022 the artist received a unique commission for the decoration of a central hotel in the capital of Spain, the UMusic Hotel Madrid. This hotel is known for paying tribute to music and art on its different floors. Those who have visited or stayed there say it is a museum of urban inspiration. Maseda is in charge of intervening on the fourth floor where his fetish colors: pink, white and black, share the limelight with that characteristic gesture. Fluorescent light is another of the most outstanding elements of this intervention. The hotel is, in short, a symbiosis of urban art and music that has proved to be a success.
Why was this artist chosen? Maseda is one of the most notable emerging creators of the New Figuration in recent years. His gestural character, the strength of his strokes and his ability with drawing have made him one of the most sought after artists. He moves like a fish in water with social networks and from there he has seduced thousands of followers. In a few years the artist has made a qualitative leap and today his work hangs in some of the most luxurious houses in this country. Many celebrities, but also anonymous collectors queue up to order a portrait.
Nor was it by chance that he received this assignment in 2022, the year in which his efforts began to pay off. One of the most important milestones began in January of that year when the artist recorded a documentary for Prime Video and Mediaset on the figure of the beloved Ángel Nieto. At the beginning of each chapter of the documentary, Maseda appeared painting a portrait of the rider in Ángel Nieto’s own house in Ibiza. The work was also the image of the documentary. The miniseries premiered that same summer, both on Prime video and on Telecinco, Cuatro and Mitele plus. In addition, one of his works became the album cover of the artist Nani Cortés and he signed with the prestigious Caelis art gallery in Shanghai, making the leap to the Asian market.
More artistic jewels in the Spanish hotel landscape
The marriage between art and hospitality finds particularly fertile ground in hotels associated with golf courses. These establishments, aware of the artistic sensibility of a large part of their clientele, have made a strong commitment to integrate works of art into their facilities. The Finca Cortesín Hotel, Golf & Spa in Málaga is a paradigmatic example of this trend. This luxurious resort not only offers a championship golf course, but surprises guests with an eclectic collection ranging from antiques to contemporary art. Its corridors and common areas are an improvised gallery where Roman sculptures coexist with works by current artists such as Manolo Valdés.
Meanwhile, in the north, the Gran Hotel Domine Bilbao, located opposite the iconic Guggenheim Museum, is no slouch in its commitment to art. The hotel lobby is presided over by an imposing installation by Basque artist Javier Mariscal, “The Great Tree,” which rises along the five floors of the atrium. In addition, each of its rooms has original works by different artists, making the stay a cultural experience in itself. These examples reinforce the idea that the marriage between art and hospitality is a growing trend that enriches the traveler’s experience and adds differential value to the Spanish tourism sector.
Comisaria independiente, crítica de arte y profesora en la Universitat Jaume I de Castelló. Compagina la docencia e investigación en el campo de las artes con el periodismo cultural a través de colaboraciones con medios como la SER o el periódico El Mundo.
