MONTCALM EAST

THE PROPOSAL

Montcalm East approached Culture A in 2020 to create an art experience in line with the brand’s mark of photography, but also as an inclusive nod to the East London surroundings. Montcalm East is part of Marriott Group’s Art Collection hotels. We were also commissioned to curate a large library, cultivating a rich collection of books about London art, design, photography, as well as style the shelves with a nod to the creative design of the space.

THE STRATEGY AND PRODUCTION

Shoreditch is an ever-evolving, vibrant, messy, beautiful mix of culture and creativity, so we developed concepts responding to its heritage, but also its future. For the 285 guest rooms, this was a concept around the fliers and posters you see along the streets, advertising music, art, and design events. In the public areas, we developed the idea of a “day in the life” of a Shoreditch visitor or resident. Each artwork captures a small story or a series of moments. Artists and makers include Acrylicize, Other Fabrications, Lisa King, Carlos Penalver, HDBR, Nico Froehlich, Sabela Peinado, Brunel Johnson, Louise Lilburn, and Amelia Shelbourne. As an added touch, we created QR code art labels, which welcome guests to scan and learn more about individual artworks.

THE RESULT

The art experience at Montcalm East celebrates the artists and makers of London, particularly those living and working in East London. We sourced and commissioned artwork inspired by the process of photography – an important brand mark – but also the rich, diverse culture of the neighborhood. Showcasing a mix of emerging and established talent, we invite guests to explore an array of artworks in the mediums of video, textile, painting, robotic drawing, and photography.

We also curated partnerships between the hotel and Ravensbourne, University Greenwich, as well as Proud Galleries, to feature annual rotating exhibitions by emerging and established photographers.