Meet the M.F.A. grads pumping out wall art for mid-tier hotel chains and retirement homes.
Let’s say there’s a mid-tier hotel going up near Orlando. Nothing too fancy — the kind of place a family of four might end up after a day at Gatorland. The developer wants the art hanging on the walls to sayHe stayed in this place in Phoenix once that he thought was nice, so he took some pictures of that. He wants the place to be whimsical but classy enough to attract budget honeymooners.
Deniz Miller, 31, is one such art consultant. She says creating the work that adorns the walls of retirement homes and taking direction from the interior designer of a highway hotel is actually a pretty good job, though you have to develop a thick skin. The hours are regular, the pay at her firm is decent, and it’s blissfully stable work for someone with two fine-art degrees. Plus she really does like making art.
Commercial art consultancy, as one of the designers I spoke with put it, is the work of filling space. The Surrey on the Upper East Side might purchase a Chuck Close. A boutique hotel could have a relationship with a gallery in town. But the millions of mid-market hotel rooms in the country need something for guests to look at while winding down from that home-health-care-industry conference.
These jobs are often to graft together art-world concepts — “modern,” “impressionistic” — and the kinds of adjectives brand managers favor like “gritty” or “airy” or “classic.” In less ambitious settings, the goal is to create something that telegraphs the idea of art without the potentially alienating qualities of an actual piece. Abstract works are popular for this reason: They communicate a vague sense of design history without much in the way of a specific point.
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