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November 30, 2013

Le Méridien Hotels and Emakina #Unlock Art

Posted by Luc Malcorps

What is Art? An original new website for Le Méridien helps art-savvy people to find out and Unlock Art.

Le Méridien Hotels & Resorts target creative minds and Emakina is its enthusiastic digital partner in this effort.

The hotel brand gives its guests complimentary access to forward-thinking cultural institutions around the world. They can explore a local, inspiring cultural experience, simply by presenting their Le Méridien Unlock Art™ room key.

 

 

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This original initiative merited a worthy web presence. Emakina created a dynamic site, helping visitors to unlock, locate and explore innovative art. Here, a series of eight short films,  created by Tate in partnership with Le Méridien, takes centre stage. Bold in approach and rich in content, the series was conceived to make visual art more accessible to a wider audience. Each of the films in the Unlock Art series is released on a monthly basis and presented by a high-profile personality from the world of entertainment.

 

Presented by Frank Skinner, the first film in the series, ‘Unlock Art: Bringing Performance Art to Life’, was screened on October 15, 2013. The second topic was ‘unlocked’ by Sally Phillips: ‘Shopping for Art’. the British actress examines the complex relationship between art and money.

Other topics to follow will range from the history of the nude to Surrealism, performance to pop art, presenting all the need-to-know facts.

 

 “The line between art and life should be kept as fluid, and perhaps indistinct, as possible”
– Performance artist Allan Kaprow

 

For this project, Emakina thought the same logic should be applied in digital communication. This highly intuitive, fresh and to the point mini-website combines large screen images, films – for the first month with presenter (and performer) Frank Skinner – and fresh animation all around. The off-beat red and blue image treatment increases the alternative and slightly provocative tone of the venture.

 

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The website clearly demonstrates that at Le Méridien, guests discover more than just a new hotel or destination. They discover a new way of seeing things. And Emakina is happy to be part of this philosophy.

 

Follow @LeMeridien on Twitter and @LeMeridienHotels on Instagram using #UnlockArt

 

 

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