The Artist, Grand Hotel of Art
Un hotel es algo más que un edificio con camas. Hoy día, en la tarea hospedadora confluyen muchos aspectos que los diferentes tipos de clientes demandan y a las que hay que ofrecer soluciones: dormir, celebrar, reunir, relajar, informar, servir, comer, beber, disfrutar, acoger, ayudar… Manejar una institución con tantos departamentos es una labor casi artesanal, justo el matiz donde glù pone sus ojos.
El lujo hotelero de Bilbao se observa bien en The Artist – Grand Hotel of Art, un edificio en el que se cosen a medida sus actividades. Desde el espacio, cuyos detalles artísticos son más que un mero ornato, hasta cada experiencia ofrecida.
The Artist, Grand Hotel of Art (Bilbao)
Located opposite the Guggenheim Museum, the incessant entry and exit of foreign guests and locals passing through informs us that the hotel itself speaks to Bilbao. An impressive rooftop, a street-level bistro, and an exclusive lobby bar converse, each in its own way, with the museum and the city.
Erik García, the hotel's Marketing Manager, tells us a little more about his life and his work at this exceptional hotel:
Hi Erik, was there a specific moment when you decided to dedicate yourself to marketing or hotel management?
Before university, I was already passionate about advertising and strategy. I was intrigued by how products or services could be connected to the more sentimental side of the consumer. I watched all the advertising festivals I could and with each spot, my desire to dedicate myself to the sector grew.
I was offered to lead the rebranding project for The Artist and I couldn't turn down the opportunity. Thanks to being surrounded by a formidable team like the one at the hotel, I am very proud of the result and very happy with my insertion in this sector, with many possibilities and creative scope.
¿Hay algún rincón de The Artist donde te sientas mejor?
El ambiente en la oficina es formidable y la calidad humana entre compañeros es alucinante, algo que se extiende a todos los puestos del hotel. Los diferentes perfiles que integran el equipo del hotel desbordan eficiencia y diligencia.
I also have a little retreat in the hotel that I have grown quite fond of. The lobby bar (Sixty One), where I sometimes have my meetings, is a cozy place, with a lot of charm and style and where I can concentrate or have an important conversation.
Can we attribute the word “sustainability” to any aspect of the hotel?
At The Artist, we are increasingly aware of this concept and we are transferring it to all possible aspects that are in our hands. For example, in the kitchen, the products we use are “farm-to-table” and from km 0 suppliers.
We believe that, with certain actions, we can contribute to improving life on the planet, so we make our guests aware of the importance of saving energy and water, we always use recyclable and reusable materials and we have charging points for electric vehicles in our car park.
Do you have any hobbies outside of your work?
Yes. When I have time and the weather allows it, I go out kayaking. It gives me peace and tranquility and allows me to connect with myself and with nature. I am also passionate about snow and, as soon as I can, I escape with my family to enjoy the mountains and skiing.
What do you value most in hotel management?
Creating authentic and memorable experiences for guests. Every detail must be geared towards exceeding their expectations, from the design of the space to the personalized service. Attention to detail and the ability to adapt to the changing needs of travelers are crucial to staying relevant in such a competitive market.
What is the most difficult part of your job as Marketing Manager?
It is easy to fall into the temptation of following passing trends, but my challenge is to make sure that each marketing campaign and action reflects our unique identity without diluting what makes us special. The Artist Hotel is the perfect way to enjoy the city and the region, but in our discourse we seek something more, to work on ‘inbound marketing’ so that our clients do not leave with just the memory of a stay but that of an experience.
Our previous protagonist, Bodega F. Schatz , dejó esta pregunta en el aire: ¿Qué aporta tu trabajo a tu entorno o a ti mismo? ¿Has querido cambiar algo y lo has conseguido?
Above all, it gives me organization, enthusiasm, and dedication. In times when any distraction seems better than assuming responsibility or duty, I think it is very important to keep the mind agile, with new challenges. Perhaps without realizing it, throughout all these years I have been unconsciously changing, but I am sure that it is a positive evolution. I usually set myself some goals and do not set any new ones until I achieve them.
Briefly, and always in the context of The Artist, what do the words “guest”, “housekeeper”, “receptionist”, and “waiter” tell you?
They catapult me directly towards familiar faces, wonderful people with charisma, closeness, and a smile at mid-morning. A guest telling me about his stay, or Sandra, our concierge greeting us with a gesture while advising new guests.
Which historic traveler would you have liked to have a drink with at the hotel's lobby bar?
Without a doubt, I would have loved to share a chat with Ernest Hemingway. His fascination with the country and his ability to capture the essence of the places he visited would have made him an ideal conversation partner, especially in an environment with the ambiance and cocktails of our lobby bar.
What does the expression “signature hotel” mean to you?
Mucho más que un lugar para dormir. Es mimo, cuidado y dedicación hacia el huésped. Cada elemento, desde la arquitectura hasta el servicio, está cuidadosamente estudiado para ofrecer una experiencia memorable y cercana. En The Artist somos una gran familia que coopera, trabaja junta y da mucha importancia a la opinión de cada cliente para seguir mejorando.
If the Guggenheim Museum could speak, what would it say about The Artist?
Estoy seguro de que The Artist es el compañero de viaje idóneo para el Museo Guggenheim, en gran parte porque nos encargamos específicamente de guardar esa dualidad entre arte y ciudad.
We share an avant-garde vision, where art and design merge to offer something more than just a building to photograph: a sensorial experience that challenges expectations and celebrates creativity in all its forms.
Can I ask you to leave us a question for the next guest?
Sure. If you could collaborate on a project with any historical or contemporary figure, who would you choose and why?
