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NERO Hotel Group launches the project NERO ART: art comes to life in the hotels.

NERO ART is the new initiative of NERO Hotel Group which entrusts to art – and especially to young and emerging artists – the ability to surprise and excite guests by offering a unique and exciting experience that enrich their stay and that can become a reason to choose their holiday.

“The willingness to go beyond the use of works of art as objects of furniture is behind the project, which involves direct contact with the artists, their work and their creative process,” says Gianluca Giglio, CEO of NERO Hotel Group. “Art “comes alive” in the hotels and offers guests an exclusive opportunity to be part of the unique and exciting time of the “artistic creation”. The intention is to transform hotels into real creative workshops. Besides, even hospitality is an art, and today the hotel becomes more and more a masterpiece of functional and emotional design: its meeting with the Art in the strict sense seems like a great combination and its natural evolution.”.

NERO ART is a collaboration between NERO Hotel Group and Startè, which promotes and supports contemporary art in Italy and worldwide – Los Angeles, New York, Strasbourg, Brussels, Stockholm, Sofia – through exhibitions in museums, public spaces and institutions, carrying out a mediation between Art and Business – in this case Hoteliers – and finding solutions beneficial to both.

Paolo Asti, President and Founder of Startè, comments on the project: “Italy is the country of beauty: nature has created an enchanting landscape and the ancient art has endowed her with a unique heritage. Today we have a duty to continue on the path of the pursuit of beauty, of which we must be modern manufacturers: I think NERO ART can become a creator of a new beauty and further enrich our country.”.

The project NERO ART, as well as involving the Italian artists who have already won the scenes of international contemporary art, it is also proposed to be a breeding ground for young talentS, reported by all the Academies of Art in Italy.

The introduction of “NERO ART Live & Inspired” events will be from June 27 to June 30 at Spazio Rosso, the exhibition market in favor of Anlaids to be held in Rome at the MACRO, Museum of Contemporary Art, the seat of an experimental project which hosts all the figures that actively participate in the creation and contemporary artistic and cultural production. On that occasion the works of several artists associated with the project will be on display and for sale.