IHG Amsterdam.
For this hospitality project, VELVENOIR was commissioned by UBM Development AG to curate and procure a permanent art collection for the public areas of the Crowne Plaza Amsterdam South. Located in the Zuidas district on George Gershwinlaan, the collection pays homage to the jazz legend himself.
Through a carefully curated art concept, we enhanced the hotel’s atmosphere with meaningful storytelling—bringing depth, character, and a strong cultural identity to the space. The result is a permanent collection of museum-quality works that enrich the guest experience and leave a lasting impression.
Task
We developed a concept inspired by Gershwin’s rhythm, energy, and creative legacy, translating it visually through large-scale murals, text-based interventions, fine works on paper, and black-and-white photography. Collaborating with international artists, every artwork including mural, was placed to reflect the building’s architecture while inviting guests into a narrative rooted in 1930s New York.
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We’re a collective of curators and creatives passionate about meaningful concepts, collaborating with visionaries in hospitality, design, and real estate to craft art collections that shape identity, evoke emotion, and endure.