Artline was featured by Marketplace Radio as an expert for Hotel Art.
Please click here to listen to the news report.
Please click here to read an excerpt from the article:
“It used to be just poster art, where everything was on paper and what you saw is what you got,” says Puneet Bhasin, COO of the Artline Group, a hospitality art provider in Hicksville, New York. He says the only technology for getting cheap, mass-produced art 22 years ago was to turn to catalogs of posters that had been mass-produced using offset lithography, the kind of printers used for newspapers.
“The designer would say ‘Send me a catalog!'” Bhasin says. “And we would literally mail them hundreds of catalogs and they would choose the image based on that. But now, with the digital age, all the items are digitized, so you can make whatever color you want, whatever size you want, and you can print them on whatever you want.”
In the entryway to the Artline Group’s office, there are shelves of samples of exotic materials onto which they can print drawings, photographs and paintings.
“These are like MDF boards, which is basically a hard type of wood,” says graphic artist Tony Bracco, knocking on the board to demonstrate. “These are aluminum.”
Not only does digital printing allow a variety of materials, it allows printing a near-infinite variety of images. Bhasin says the Artline Group has access to over 200,000. He says if a single image is licensed for use in a hundred hotel rooms, the licensing fees can drop to as low as a couple of bucks a copy.
The digital approach also allows Artline to accommodate more custom requests, such as the one they received from the Radisson Martinique in midtown Manhattan.
“What they wanted to do was a collage with the Chrysler Building, street signs, the Brooklyn Bridge, street map,” says Artline graphic artist Tony Bracco. “And they had a specific color set: They wanted blacks, whites and gold.”
Bracco used Adobe Photoshop to combine and filter stock photographs to produce new artworks — and so his artworks are prominently displayed in an upscale hotel.
“Yes, but it doesn’t have our names on it unfortunately,” he says.
Then again, to include the names of all the photographers, hotel employees and brand managers whose input resulted in this work — well, that probably wouldn’t fit on the canvas.