hotel art is focused on budget-driven graphic design solutions which also means artist are often reluctant to show their work in these environments . A key aspect of overcoming this with innovation was that CEO of project investors RDC Properties Limited , Guido Giachetti , is a passionate art collector in his own right . Guido ’ s knowledge , experience and contacts within the art community assisted the formulation of the
‘ billboard approach ’ where artists give permission to showcase their art as a temporary large format billboard .
This allows the property to be used to showcase local artwork in a far more flexible way .
This approach perfectly aligns with another of the RED brand pillars , “ Fun & Flexible ” which is synonymous with the prevalent pop-up approach .
The sheer scale of the 8m x 4m billboards further extends the bold and confident style of the RED brand .
Beyond this the art concept is divided into three categories : 1 . F & B areas – billboards of non-permanent original art ; 2 . Guestrooms & Passages – permanent collection focused on the attitude and brand
personality within local context ; 3 . Objet d ’ art – an extensive collection of locally made colloquial collectibles to underpin the brand ’ s notion of not taking itself too seriously .
Committed to their role in promoting the African Renaissance within design Source IBA focused major attention on sourcing as much as possible from local artist , design-makers and manufacturers .
Complementing the art collection , the enormous collection of quintessential objet dárt was sourced from local makers and artists , mostly
60 Radisson RED