Thinkerbell launches ‘Art in Micro’ campaign for Art Series Hotels

This weekend Art Series Hotels and Thinkerbell are launching ‘Art in Micro’, an exhibition of micro art available throughout the hotels.

When guests check into any of Art Series Hotels’ eight venues, they will be provided with a magnifying glass and catalogue, prompting them to search for the micro art.

Guests who find all of the pieces and share the exhibition online will go in the running to win a trip for two to Le Louvre in Paris.

The exhibition features artwork such as sculpted pencil leads by Salavat Fidai, the ceramic miniatures of Jon Almeda, micro dioramas of urban decay from Joshua Smith and micro watercolour on canvas by Varvara Razakova.

A miniature sculpture being shown at the Art In Micro exhibit at Art Series Hotels

Art Series Hotels’ marketing director Ryan Tuckerman said in a statement: “We have a rich history of supporting and exploring contemporary art forms, and believe micro art will be of particular fascination this exhibition season. Across the eight of our Art Series Hotels, over 40 pieces of micro art have either been purchased directly from artists around the world, or have been loaned. We’re inviting guests to stay the night and find the art.”

Jim Ingram chief creative tinker at Thinkerbell, said: “It’s amazing how something so small can have such an impact, everyone on the project has been in absolute awe of the level of detail these artists go to with their craft.”

The exhibit will also display miniature watercolours

This is not the first time Art Series Hotels has run an unorthodox and creative campaign. In 2011 it challenged guests to steal a Banksy artwork called ‘No ball games’ in the multi-award winning ‘Steal Banksy’ campaign via Naked. At the time, Naked was helmed by Adam Ferrier, who is now at Thinkerbell.

Naked also produced the ‘Overstay Checkout’ campaign in 2012, which allowed customers to stay in their room at the hotel until the next guest arrived and checked in.

In 2015, the hotel group decided to review its guests instead of being reviewed itself, rewarding five-star customers with free accommodation, meals and drinks.

Most recently, three rooms in The Blackman, The Johnson and The Olsen hotels were transformed into canvas, encouraging guests to add their personal touch to the rooms with spray paint.

The ‘Art in Micro’ campaign will run until the 31 July.


Art Series Hotels
Marketing Director: Ryan Tuckerman
Marketing Executive: Matthew Lokan

Special thanks to
Curatorial Advisor: Jane O’Neil
Exhibition Advisor: Jon Beinart
Artist: Joshua Smith
Artist: Salavat Fidai
Artist: Vavara Razakova
Artist: Jon Almeda
The team at Betty Wants In

Media Thinker: Madeleine McConnachie
Head of Production: Sam Cavanagh
Lead Thinker: Aden Eltchelebi
Chief Thinker: Adam Ferrier
Lead Creative Tinker: Tom Wenborn
Lead PR Thinker: Georgie Cavanagh
Chief Creative Tinker: Jim Ingram


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