The Louvre, The Museum of Modern Art, and… The Hard Rock?
Some casinos have turned to fine art galleries and exhibitions in an effort to increase their appeal beyond the buffet and slot machine crowd.
They are not only helping to expand their customer base but also are putting new eyes in front of some great works of art around the world.
One such effort started Friday at Atlantic City’s Hard Rock Casino, where the highly-acclaimed “Beyond Van Gogh” exhibit opened. Over 300 Van Gogh works are used in the display, which spans 30,000 square feet. They are digitally reproduced and projected onto walls, floors, and screens.
Fanny Curtat (the exhibit’s art historian) stated that “the whole point of an event like this is to draw people in.” Museums can be intimidating for many people. It’s about discovering and experiencing more art.
Joe Lupo, president of the casino, stated that casinos should appeal to as wide a variety of potential customers as possible.
He said that the city needs to offer new experiences to attract visitors. The Van Gogh exhibit was successful in every major country. Atlantic City should be considered as one of those markets. It elevates the city as well as the property by having such a prominent exhibit.
The exhibit’s walk-through project projects Van Gogh’s artwork onto the floor and walls of a viewing area. Images grow and flow into each other: for example, cherry trees sprout blossoms and then blow off in the wind. The viewer can see how the color reflects off of other surfaces and shapes, creating shimmering walls that dissolve into new images and forms.
Others casinos are following suit. The Bellagio Gallery of Fine Art Las Vegas has featured works by Picasso and Warhol, Titian, Warhol, Titian, Van Gogh, Warhol, Warhol, Titian, Warhol, Warhol, Warhol, Warhol, and Titian.
The Palms Casino Resort showcases modern art from Jean-Michel Basquiat and Richard Prince, as well as many street artists.
MGM’s Aria Resort has public art, including sculptures by Richard Long, Henry Moore and Antony Gormley.
In 2013, the Hippodrome Casino, London, appointed Thomas D Gray as digital artist in residence. It also offers a competition for U.K.-based artists to have their work displayed there.
Maryland’s Live! Casino & Hotel’s art collection is curated by Suzi Cordish, whose husband runs the casino. More than 40 pieces were donated by artists such as Warhol, Jennifer Steinkamp and Charlie Ahn.
Renee Mutchnik, spokesperson for the casino, stated that many guests become intrigued by the collection’s breath. We believe any art lover would be impressed with our pieces and are constantly looking for ways to promote them.”
Curtat Curtat, Van Gogh exhibit historian, says that placing fine art in casinos is not only beneficial for the gambling halls but also attracts new customers. It also creates new art lovers, she said.
Curtat stated that while it might seem unlikely, some people will feel a connection to Van Gogh and want to visit (The Museum of Modern Art) to see the original ‘Starry Night’ mural. It will be a win.
