At Six Virtual Art Gallery

Choice Hotels

At Six Virtual Art Gallery

Choice Hotels

the context

When Petter Stordalen does something, he does it in a grand way. With more than 170 properties in his group and being a true lover of art, his hotels reflect his specific personality. Many of the hotels have famous art pieces installed, giving them a unique edge. At Six is no different, with famous photography pieces and paintings distinctive for a luxury stay in the middle of Stockholm. Prior to opening, the hotel concept was to be launched and the art pieces revealed - using a gallery fully created in Virtual Reality.

The art
At Six Virtual Art Gallery
Choice Hotels
The Virtual Reality gallery

The approach

Concept of the virtual gallery was defined by an aim of a strict showroom and it’s art pieces . The goal was to showcase the art in a sterile and almost artificial environment, with various interesting rooms to walk around in. Another objective was to do something totally new that would create buzz around the opening. In order to highlight the artists, their name together with the name of the art piece were to be shown clearly next to the artwork. The art pieces were also shown in the most realistic way, as they would behave and feel in a real space. Finding the perfect camera height adjustable to the art pieces was one of the main challenges. A special room for the smaller pieces was created to make sure they were not lost in the broad space, achieving a clear idea about the scale. The maze of the different rooms, the clean artificial environment, together with the art pieces made the Virtual Reality walkthrough come off clean and perfectly fit the purpose of eye-catchers in social media and brochures.

The art

Some photos from the opening

The virtual gallery

The result

The concept launch was delivered through a grand event where photographers, bloggers, famous personalities and influential business people took part. Walk the Room helped in managing the technical aspects of the event and provided hardware and guidance in the Virtual Reality. Press coverage emphasized the virtual gallery element and the event was a great success. Still renderings of the gallery were used in social media in the aftermath of the event, in connection to the upcoming opening day of the hotel. The VR headsets are still used in personal meetings to show parts of the hotel to potential large clients in Stockholm as well as clients based in New York and other metropoles.