When models strode through the lobby of art’otel London Hoxton this year, showcasing VIN + OMI’s sustainable fashion collection, it was immediately clear: this was not a typical hotel event. The property had become a stage, blending fashion, art and hospitality in one bold, immersive experience.

Hotels are increasingly taking on this role, moving beyond functional stays and conference facilities to become cultural platforms. They are offering audiences a curated lens on creativity and sustainability, connecting guests and local communities to contemporary cultural conversations.

“Our vision is to create a hotel that’s more than just a place to stay – it’s a living, breathing arts and cultural hub,” says Alisa Lisovskaia, arts and cultural programme manager at art’otel London Hoxton.

Lisovskaia oversees the hotel’s art’beat programme, which spans exhibitions, workshops, residencies, performances, and talks. The goal is to make culture accessible and engaging, embedding it into the very experience of the hotel.

“Unlike many hotels where art is simply decoration, at art’otel it’s part of the experience. From curated exhibitions and workshops to performances and talks, we’re building an environment where culture is both accessible and immersive. It sets us apart by making the hotel a destination in its own right, not just accommodation.”

The VIN + OMI partnership is said to exemplify art’otel’s commitment to eco-conscious programming.

“Sustainability runs through much of what we do. Our programme looks at culture in the context of responsibility, whether that’s through collaborations with eco-conscious artists, sourcing locally for events, or ensuring that our workshops and exhibitions highlight themes of environmental impact,” Lisovskaia adds. “With VIN + OMI, for example, we’re showcasing how creativity can drive awareness and action around sustainability. It’s not about token gestures, but embedding these values meaningfully into our cultural narrative.”

Lisovskaia also emphasises the hotel’s role as a connector in London’s creative ecosystem, saying, “Hotels are evolving into cultural platforms. In London especially, they have a unique opportunity to be connectors offering space, visibility, and audiences to creative talent. For Fashion Week, that means supporting designers, artists, and thinkers who may not fit into traditional showcases, and giving guests and locals a chance to engage with fashion in unexpected ways.”

Upcoming initiatives illustrate the breadth of art’otel’s approach: artist residencies that allow guests to witness creativity in real time, a digital exhibition with Sedition Studio (Soirée) featuring Mat Collishaw, Nick Fudge and Terry Flaxton, immersive Frieze Week dining experiences with MaisonGB, and the launch of a Film House, which started with a Halloween marathon and exclusive screenings including PARIS 75 – The European Cup Final Football Tried To Forget. The hotel will also unveil its annual artist-designed Christmas tree, this year created by London-based ceramicist Shane Keeling.

“Each of these projects is about creating cultural moments that surprise, inspire and connect, whether you’re a guest, a local, or part of the wider creative community,” Lisovskaia says.

As a resident art and cultural programme manager in a hotel, Lisovskaia’s advice to hoteliers who are in pursuit of similar aspirations for their own event spaces, is: start with authenticity. 

“Culture shouldn’t be treated as an add-on or marketing tool, it needs to be woven into the DNA of the property. Collaborate with creatives who align with your values, and give them freedom to bring their vision to life,” she explains. “Most importantly, think about how your programme can create connections: between guests and locals, artists and audiences, ideas and experiences. When cultural programming is done with sincerity and care, it elevates the hotel into something truly memorable.”

“Unlike many hotels where art is simply decoration, at art’otel it’s part of the experience. It sets us apart by making the hotel a destination in its own right, not just accommodation.”

That said, from a management standpoint, cultural programming is as much about brand positioning as it is about guest experience.

General manager, Axel Kruger, explains: “Partnerships with forward-thinking creatives such as VIN + OMI strengthen our positioning as more than just a hotel. Collaborations with internationally recognised names help us connect with a broader audience, generate media visibility, and enhance our reputation as a destination where culture and hospitality meet. From a business perspective, they drive incremental demand from guests who seek out unique stays, while also drawing in the local community through events, exhibitions and talks.”

Kruger stresses that event spaces have evolved beyond traditional conference halls. 

“Guests and clients increasingly want experiences that are memorable, immersive and tailored,” he says. “At art’otel London Hoxton, we’ve invested in a wide range of flexible cultural and event spaces, including a 135m² art gallery, a 60-seat auditorium, and a spectacular 24th-floor events space with panoramic views of the city. These allow us to host everything from exhibitions and fashion shows to film screenings and product launches.”

He also sees sustainability and innovation as central to long-term differentiation, saying, “Sustainability and innovation are no longer optional, they’re expected by both leisure and corporate guests. Aligning with eco-conscious partners amplifies these commitments, showing guests we take our responsibilities seriously. Beyond the reputational benefits, sustainability often brings operational efficiencies, while innovation keeps our offering fresh and relevant.”

Cultural programming, Kruger notes, is a point of difference that drives loyalty and embeds the hotel in the local community. “Guests may choose us initially for our location or design, but they return and recommend us because of the experiences they had here. By offering exhibitions, residencies and events that are open to both guests and locals, we build lasting connections and embed ourselves in the community.”

Where art’otel blends culture and hospitality through programming, Muza Lab interprets a sense of place through design, turning hotels themselves into living museums. Founded by Inge Moore and Nathan Hutchins, the studio has completed culturally grounded projects across Morocco, the Maldives, Saudi Arabia, and Uganda.

“Each project functions as a living collection that can be walked, touched and inhabited. This is not décor. It is a cultural interpretation in daily use. When a guest understands why a motif appears, who made it, and what story it carries, hospitality becomes a civic resource.”

Moore describes their approach as immersive: the team builds a relationship with each location, engaging with its people, history, stories, and crafts. From this understanding, she says they translate the memory and soul of the destination into design, honouring artisans whose techniques have been passed down through generations. Minute stitches, handwoven fabrics, and bespoke touches all contribute to a narrative that connects guests with the cultural heartbeat of a place.

Hotels, Moore notes, can function as living cultural museums in locations where large institutions do not yet exist. By rooting design in local people and place, each project offers guests a working understanding of materials and craft traditions. Every space becomes a collection to be experienced and inhabited, rather than mere décor, allowing hospitality itself to become a civic resource.

Their design approach is tailored to each environment, considering geography and culture. In Saudi Arabia’s Six Senses Southern Dunes, for example, inspiration came from ancient Nabatean travellers and historic textiles, while materials were chosen to suit the desert climate and minimise reliance on artificial cooling. Collaboration with local artisans is central to this process, allowing traditional techniques to be reinterpreted for contemporary narratives rather than simply replicated.

According to Moore, a hotel’s connection to a place also drives commercial value. By investing in design that reflects local culture, owners create experiences that cannot be copied, forging deep emotional bonds with guests and encouraging loyalty. Moore emphasises that this is increasingly what modern luxury travellers seek: spaces that tell a story and provide experiences beyond polished interiors.

Sustainability is embedded throughout Muza Lab’s work, guiding choices around longevity, locality, and environmental impact. Smart, responsible decisions – from material selection to design strategies that respond to the local environment – are integral to the overall design story. Guests are responding to this approach, seeking authenticity and immersive experiences rather than generic comfort.

“In a world where so many things look the same, a unique sense of place is probably the most powerful thing a hotel can have. When an owner invests in a design that’s truly connected to the local culture, they create an experience that simply can’t be copied.”

Together, art’otel London Hoxton and Muza Lab illustrate a wider shift in hospitality: hotels are becoming cultural stewards, blending programming, design, and partnerships to create meaningful, lasting connections with guests and communities. For operators, the lesson is clear: culture and authenticity are not optional extras, but strategic investments that enhance brand, loyalty, and sustainability.

Lisovskaia stresses that cultural programming must be integrated from the ground up, not treated as an add-on. For its part, Muza Lab demonstrates that design grounded in local culture offers experiences that are deeply memorable, proving that authenticity is the new luxury. By combining immersive events, strategic collaborations, and culturally attuned design, hotels can transform from mere places to stay into destinations that resonate long after guests check out.

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