Hotel Chicago West Loop
When it opened in 2016, the boutique Hotel Chicago West Loop was raw and in need of an identity. Grimaldi Public Relations was hired to help create hotel personality and to gain notoriety from the press. GPR conceived a dual-purpose "art hotel" concept, which included the transformation of all its public spaces into full functioning galleries with permanent installations, rotating exhibits, and a groundbreaking graffiti street mural program inside guest rooms. The hotel has since gained nation-wide media attention and is regularly at capacity.