Why didn’t I think of that?
I bet that’s what many hoteliers thought when Westin revolutionized the hotel experience with the Heavenly Bed more than 10 years ago.
Starwood Hotels and Resorts Worldwide continues to push the boundaries of the guest experience with yet another innovation. And I’m not talking about something obscure; this is one of the first things any hotel guest touches when they arrive—the keycard.
Last night in Philadelphia at Le Méridien’s celebration of five years under Starwood, Eva Ziegler, global brand leader for Le Méridien and W Hotels Worldwide, explained how the brand’s focus on creativity and artistic expression was manifested in many ways. That ranges from artwork in the lobby to new uses for traditional design elements to the keycards.
Ziegler said brand management is focused on four guest touch points within the first 10 minutes of arrival: the hotel entrance, a 24-hour soundscape, a signature scent and the keycard.
As such, the Unlock Art program brought real art to the keycard. That’s in the form of limited edition contemporary art on the keycards and the ability for guests to see local art exhibits for free using their keycards for entrance. Le Méridien is on its fourth series of keycards, each by a different contemporary artist.
Last night I met the Chinese artist, Yan Lei, whose contemporary work is most recently featured on Le Méridien’s keycards. Four cards must be put together to see the entire work of art from his circle series. And it’s kind of trippy when you try to take a picture of it (as you can see below).
He was chosen by the brand’s cultural curator Jérôme Sans, and Lei now is one of Le Méridien’s global community of creative spirits and cultural innovators, LM100.
Lei, who also has a solo show in Beijing where he lives, said he chose the green and red circular artwork for the cards because it represents the happy mood of travelers.
For a brand built on the arts, it’s a no-brainer.
The most simple and sacred of brand takeaways seems to be an afterthought at most hotels.
What will Starwood think of next?
