July 18, 2024


Super Art is Almost

Pioneer in luxury travel, InterContinental, unveils immersive art installation celebrating 75 years of exploring the world

In celebration of its 75th anniversary, InterContinental Hotels & Resorts today unveils ‘The Elegance of Worldliness’, an exciting new art installation in collaboration with up-and-coming British artist Claire Luxton. More than an exploration of beauty and colour, the campaign is a celebration of travel, wanderlust, and time, inspired by distinctive InterContinental destinations around the world, and the glamour and exhilaration that comes with discovery.

A contemporary multi-disciplinary artist, working with photography, installation, poetry and painting, Claire Luxton’s visionary work will transform the façade of the iconic InterContinental London Park Lane with large-scale physical and digital artworks paying homage to the brand’s global journey from the first, to now the world’s largest, luxury hotel brand. The art installation can be experienced for the entire month from 8th December 2021.

The Elegance of Worldliness’ is expressed through a variety of motifs representing some of the destinations where the InterContinental brand has established a presence in its 75-year history. Portrayed through Luxton’s signature flora and fauna; birds, butterflies, and botanicals, native to distinct parts of the world, are woven into natural, intertwining greenery, reflecting a sense of discovery and exploration, and embodying the desire and curiosity of the global traveller.

Motifs include a large South American parrot, the blue and yellow macaw, representing Brazil where the first InterContinental hotel opened in Belem, and a North American corn lily plant, also known as Indian basket grass, which pays tribute to InterContinental The Willard in Washington, D.C. where Martin Luther King Jnr. famously made the final touches to his ‘I Have A Dream’ speech. The installation’s Bird-of-Paradise flower, named after Queen Charlotte of the United Kingdom, highlights the royal significance of InterContinental London Park Lane, the location (formerly 145 Piccadilly) where Queen Elizabeth spent much of her childhood.

Speaking on the partnership, Claire Luxton said, “I’m thrilled to be partnering with InterContinental Hotels & Resorts to mark its 75th anniversary with this unique art installation. Travelling is especially important to my work as I draw inspiration from places, cultures, and stories. The InterContinental brand stands for everything I love about travel – discovery through immersion into beautiful destinations accompanied by the most gracious hosts. ‘The Elegance of Worldliness’ keeps to my quintessential natural wildlife aesthetic, using it to signify the global breadth of the InterContinental brand, and its 75 years of opening doors to new places and cultures.”

Tom Rowntree, Vice President, Global Luxury Brands at IHG Hotels & Resorts commented, “We were the very first international luxury hotel brand, a true pioneer in the industry. Today, we have more than 200 hotels in some of the world’s most exciting destinations and are looking forward to the next 75 years of continued innovation in delivering the best of luxury travel. Claire Luxton’s modern and energetic work brings to life the delight of discovering beautiful places and the elegance of the InterContinental brand. We’re delighted to partner with Claire for this art installation, with many more exciting plans in the works for 2022.”

Members of the public are invited to enjoy ‘The Elegance of Worldliness’ – a 20 metres projection and a 40 metres window installation at InterContinental London Park Lane, One Hamilton Place, Park Lane, London from 8th December 2021, with additional activity to take place from January 2022. Aspects of Luxton’s work will also be available to global travellers through an interactive social media filter, available through Claire’s Instagram (open link on mobile device) and QR codes on the window installation.

For more information on the InterContinental 75th Diamond Anniversary, visit intercontinental.com/75thanniversary

#InterContinentalLife / Link to media assets

About ‘The Elegance of Worldliness’

The Elegance of Worldliness installation
The Elegance of Worldliness’ is an exploration of beauty and colour, as well as an experience of travel, wanderlust and time. The artwork celebrates the journey of InterContinental Hotels & Resorts over the past 75 years, from the very first hotel in Belem, Brazil, to new and exciting places, from Barcelona to Boston, and Beppu to Beijing. Through Claire Luxton’s signature birds, butterflies and botanicals, the installation weaves together a unique ecosystem that captures the beauty and energy of these far-flung global destinations and represents the magic of travel and discovery.

About Claire Luxton

Claire Luxton is a British contemporary multidisciplinary artist represented by MTArt Agency working with photography, installation, poetry, and painting. After receiving a BFA from Goldsmiths University of London, Luxton created a challenging series of self-portraits & sculptures, pushing her emotional and physical boundaries by becoming both the subject matter and the materiality.

Her work explores the delicate equilibrium between humans and nature, the ominous undercurrents of her work oscillates between constructed femininity and alluring vulnerability, seducing the viewer with intrigue and uncertainty. Luxton’s work draws on both the modern anxiety of society and the environment; each portrait, painting and accompanying poetry, becoming an exploration of isolation, desire and uncertainty.

In 2015 Luxton’s exploration of human fragility, physicality and the female form culminated in her first solo exhibition Avalon. This was followed by her second solo exhibition BOTANICA in 2017. The artist’s work is part of the impressive Artemezia Foundation in the United States and her work has also been shown in London, Miami and Singapore, including exhibits at The London Art Fair and Art Basel. Recently, Luxton has recently had her works selected for an exhibition on peace at the UN in New York.

About MTArt Agency

MTArt Agency is an award-winning talent and creative agency connecting visual artists with brands, cultural projects and collectors. Founded in 2015, MTArt Agency is the first B Corp® certified UK company within the art sector, using their expertise to make the world a better place. MTArt Agency is both a leading name in establishing artists and integrating art into the mainstream. For the artists who sign with the agency, MTArt covers studio costs, sells works, implements cultural & commercial partnerships and offers press exposure.