Cruise and Ferry Review - Summer/Spring 2020

2 1 1 ArtLink curated an eclectic artwork collection for Holland America Line’s cruise ship Nieuw Statendam other rewards that enrich and deepen guest experiences better than any other interior element.” Using art as decoration and implementing art as an experience enhancer introduces fundamental differences in how ArtLink curates the artwork collection. “Under the decoration strategy, the priority is to make sure that artworks assimilate optimally with the overall design of the ship and aid in the creation of a desired environment,” said Danai. “In this scenario, the design team usually takes ownership and chosen pieces must fit a pre-defined budget within the overall design budget.” However, when the brand wants to use art to enhance and elevate the overall guest experience, ArtLink must consider the benefits of each piece and the associated revenue potential. “The brand selects and guides the experiences it would like to be enhanced by art and we choose the art that best fits those parameters,” said Danai. “In this case, the artwork budget is derived from a combination of design costs and the expected revenue contribution by the implementation of a well strategised art programme.” Regardless of the preferred route, an informed art curator like ArtLink will always examine every angle and perceived benefit of their choices. “In every art strategy it’s prudent to explore the wider impact of a well- curated programme,” explained Danai. “Social media, for example, becomes an extension of any physical environment and dramatic artwork is an effortless way to get your guests selling your ship for you.” CFR