Fine framing, exceptional design: well-chosen framing treatments blend high style with a warm welcome in modern hotel interiors

Art Business News, May, 2004 by Tricia Bisoux

There was a time when custom framing was, in large part, an afterthought in hotel designs. Framing treatments were deferred until other decor elements were in place, often leaving only enough money in the budget for inexpensive poster prints in simply finished metal frames.

Attitudes are quickly changing as hotel owners and designers realize that custom framing is not only integral to a room's design, it's often the first thing guests see. Tables, chairs and sofas are largely functional; carpeting and curtains tend to recede into the overall decor. The purpose of framing, however, is to attract the eye and bring attention to the artwork it surrounds.

That purpose makes it an important emissary of a hotel's style and personality, said Kristin Rolando, director of Art Initiative, an Atlanta-based art consulting firm. "Frame design is so critical," she emphasized. "We can use it to not only enhance the artwork, but reinforce everything the designer is trying to do."

Embracing Boutique Chic

The growing popularity of boutique hotels and spa resorts has had a strong influence on the larger hotel industry. Many hotel guests are no longer seeking mere lodging--they want comfort, luxury and even homes-away-from-home. For them, beautiful art and custom framing can make even the largest convention hotel seem more intimate and welcoming.

"The hotel industry has changed so much. Boutique hotels are hot right now--even the bigger hotel chains want to make their rooms warmer and more boutique-like," said Dave Petruno, director of sales and marketing for Roma Moulding, headquartered in Woodbridge, Ontario. "They want something that works with the room's style rather than something just to slap on the wall."

Rolando agrees that boutique hotels are setting a new standard. "The boutique hotel chains are really good about making sure the art is as much a focal point as the furniture," said Rolando. "Some of the bigger chains have taken note of that."

For large public spaces especially, the frame can be as important as the artwork in setting the overall design tone. "Everyone is looking for specialty finishes and design, something that looks handcrafted and handcarved," said Rolando. "Designers are showing us flames in exotic woods like ebony or interesting burls with more complex finishes and more sculptural shapes."

With that shift, designers have discovered that a decorative mat treatment or unique flame profile can make a difference, whether the style is traditional or trendy, eclectic or contemporary.

Emphasis on Design

In the days when flaming wasn't chosen until the end stages of a project, there often wasn't time to find picture-perfect flaming treatments. When flaming decisions become part of the initial design process, however, they can make their full contribution to the overall design.

"In the past, many designers did wait until the last minute to consider the framing," said Rolando. "Many hotel designers are considering custom framing so early in the process that they are actually putting frame and art samples on their concept boards. We are sometimes asked for those materials before the designer even goes ha front of the client."

Renee Fotouhi, owner of fine-art consulting firm Renee Fotouhi Fine Art in New York, emphasized that the flaming treatment often provides a natural focal point.

"For most projects, there's always something at the forefront, a signature piece of artwork," said Fotouhi. "Most designers I work with feel this way, so framing is always an important aspect of the project for them."

Full-Impact Framing

Custom framing treatments bind a design together not only via style and finish, but also through size, placement and combination. Designers such as Rolando and Fotouhi note that flaming treatments can serve a hotel's decor in a variety of ways:

As bridges between dissimilar styles: Even hotels with a contemporary atmosphere attract guests whose tastes may tend toward the traditional. Framing can be used to bring traditional elements into a contemporary room, or vice versa.

"A traditional botanical flamed in a moulding with clean lines and a simple double mat can transition perfectly into a more contemporary space," Rolando pointed out.

As a visual surprise: Likewise, framing treatments can bring the unusual into an otherwise conventional decor. A frame with a striking color, an unusually wide profile, a distinctive mat or a large size can create a natural conversation piece or focal point simply by its style and presence. "Designers are creating really interesting combinations to bring the unexpected into an overall design," said Rolando.

To reinforce furniture lines and finishes: A frame can do more than reinforce the furniture's overall style--it can also make it shine. A series of frames can extend a visual line throughout the room, while matting and finish can tie frame and furniture seamlessly together.

To punctuate a signature style: Today's hotels go to great lengths to convey an individual warmth and personality that guests will enjoy and remember. Generic framing can flatten that style very quickly, taking it from signature to so-so. Whether the overall look is contemporary or country, uptown or arts and crafts, a frame can carry that style throughout the room.