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December 2021 \ BUILDING DIALOGUE \ 25 3 03 . 8 72 . 20 03 www. kest re l dg. c om 303.872.2003 www.kestreldg.com kestreldesigngroup ELEMENTS Art should look to original artwork to both grab attention and reflect their company’s brand story. Our report demonstrates that developers are doing so through big art – using murals, sculptures and interactive pieces to draw people in and make their space stand out. As Walter Isenberg, CEO of Sage Hospi- tality Group, noted, “Placemaking is significant because the customer demands it. Theywant to go somewhere interesting, and they’re interested in experiences.” Art not only elevates a destination into an experience; it also offers a distinguishing factor that is key in today’s commercial real estatemarket. Another way inwhich art impacts the success of a commer- cial project is through its intentionality. Gone are the days when an antiquated painting could be added to a hotel hall- way as a “final touch,” so long as it matched the carpet. Truly transformative art is that which is connected to the commer- cial property’s culture and story – even better if it’s made by an artist who is local to that area. Such thoughtfulness in an art collection can only happenwhen it’s discussed early in the project’s development. However, according to our research, only 18% of business professionals say they begin thinking about art consulting and curation during a project’s visioning. Incorporating art early on strengthens the project’s overall co- hesion, meanwhilemaximizing budget efficiencies. And, as real estate developers know, understanding your budget from the early stages makes for a smoother and more profitable project. Our report found, of those surveyed, 55% re- vealed theydetermine theart budget after thearchitecture, de- sign and construction budgets. Such delays may diminish the art collection’s impact. One example of this is the 500-pound wooden hand that hangs from the ceiling of The Maven Ho- tel in Denver’s famous Dairy Block. This hit installation was only possible due to early conversations with developers and contractors, who budgeted and built for a structurally sound ceiling that would hold the sculpture’s weight and ensure it hung just as designed. Now, artist Andrew Ramiro Tirado’s hand – officially titled The Quantifiable and the Ineffable – is a staple of the Denver arts scene, distinguishing Dairy Block as the “place to be” among both tourists and locals. Such ex- perience-defining artworks cannot be successful unless they are intentionallyplanned andbudgeted for prior to theproject breaking ground. Our report reinforces that art can do so much more than just fill blank walls. When considered early and curated with purpose, art creates experiences that attract the public and im- prove return on investment. As commercial real estate devel- opment increasespost-pandemic, so, too, does thepotential for exceptional art experiences. I look forward to seeing the cre- ative ways that developers leverage art and culture not only to enhance their commercial projects but also to contribute to the greater good.\\ martha@ninedotarts.com