DALLAS, TEXAS and COLUMBUS, OHIO, April 3, 2019—The objective was to transform the landmark Sheraton Dallas Hotel, located in the heart of the city’s vibrant Arts and Business District, into a dynamic destination location. The plan was to seamlessly integrate this icon of the Dallas skyline with the community’s 10-year redevelopment efforts that showcase Dallas’s diverse, world-class Arts scene.
Located in the heart of the city’s vibrant Arts and Business District, Sheraton Dallas achieved that goal, under the direction of renovation manager The Chartres Lodging Group LLC, by topping off a multi-million dollar renovation project in Q1 2019 with the installation of a digital art piece spanning two LED columns conceived and fulfilled by Columbus, Ohio-based leftchannel Content Design Studio.
In a city powered by the imaginations of artists in every genre ranging from traditional to commercial, contemporary, street and graffiti art, leftchannel designed a system of digitally animated modules that borrow from a portion of the community’s overall redevelopment strategy by infusing local art and cultural influences into the Sheraton Dallas Hotel’s aesthetic.
Leftchannel’s biggest challenge was putting the art piece together on short notice—just three weeks from conception to installation. Working with New York-based LED screen manufacturer Sansi North America (SNA) and Prism Electric’s Technology Division, leftchannel’s team of animation artists met the deadline for Sheraton Dallas Hotel to unveil its newly reinvented image.
Leftchannel’s playful and engaging installation, comprised of dual LED columns, each standing 8 feet 10 inches tall, is located at the hotel’s porte-cochère with multiple viewpoints from every angle to engage people on the street, in the hotel’s lobby and bar simultaneously. The art piece will change regularly to continually captivate repeat guests.
According to Scirocco, by investing in a modern digital art installation that can evolve over time, the Sheraton Dallas Hotel brand has procured a uniquely modern and engaging digital art experience that attracts guests both directly and indirectly to the hotel and its selection of new and updated restaurants and bars.
“There is a real physical component to the installation,” Scirocco says. “There’s a lot of really interesting things that can be done in animation on a medium of this nature.”
By integrating Downtown Dallas’s artistic, residential, cultural and commercial dynamic, leftchannel’s digital art installation is part of Sheraton Dallas Hotel’s new design strategy to entice hotel guests and locals alike to enjoy one of the hotel’s night spots, gather and interact, collaborate and take advantage of the hotel’s productivity-enabled technology.
As a business objective, leftchannel’s digital art piece is focused on the new image of the Sheraton Dallas hotel that parallels the community’s downtown overall urban experience. From a business marketing perspective, Forbes Magazine calls it “The new digital model for brand experience.”
In addition to leftchannel’s digital artwork, Sheraton Dallas Hotel guests can now enjoy one of 1,300 completely redesigned guest rooms and lobby, 239,000 square feet of rejuvenated meeting and convention space, restaurants, bar and other creature comforts that appeal to a divergent group of national and international guests all looking for an authentic Dallas experience.
According to Chartres Lodging Group President and co-founder Maki Nakamura Bara, leftchannel’s digital art installation precisely interprets the hotel’s vision of a piece that captures the diverse Downtown Dallas Arts and cultural vibe while grabbing the attention of hotel guests and the public.
“The digital columns are a fantastic way to showcase the hotel’s overall design theme of celebrating art since we are at the intersection of the Arts District and Deep Ellum,” Bara says, “Adding movement, perspective and technology just takes the theme to another level.
“I receive so many amazing comments about the columns, they have a lasting impression on our customers—they will not forget the hotel because of them.”
Leftchannel is a content design studio with a global presence.
For nearly 20 years, leftchannel has specialized in getting people to pay attention in a very noisy world.
About Sheraton Dallas Hotel:
A Marriott International property, the Sheraton Dallas Hotel is located in the heart of downtown Dallas’s Arts and Financial District just minutes from the Convention Center and Uptown Dallas. The Sheraton Dallas offers 1,840 guest rooms including 273 suites and 22 Presidential and Hospitality Suites, each with 1,800 square feet of parlor space to accommodate every need, from intimate gatherings to large-scale conventions.
The hotel offers versatile ballrooms, boardrooms, and entertainment suites that combine form, function, and style.
About the Chartres Lodging Group, LLC:
Headquartered in San Francisco, The Chartres Lodging Group, a hotel investment and advisory firm, has completed a comprehensive renovation of the 1,842-room Sheraton Dallas Hotel property. Chartres Lodging specializes in value-add investments and has completed more than $1 billion of renovations nationwide.