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.
As a second means of promoting the hotels unique art focus to a wide national audience, we secured inclusion on national cable mediums like Travel Channel.
After conceptualizing a Street Mural exhibit at the hotel, we secured highly visible feature articles in national magazines like Midwest Living.
As a third way of generating buzz for the hotel’s art, we secured lifestyle coverage in the biggest local consumer outlets such as Chicago Tribune.