Just this past week, the Sofitel brand added a powerful new mural to their Gold Coast Chicago location. This marked their second collaboration with Chicago muralist, Rawooh. The first being an all glass mural that covered the hotel exterior during this past summer. Now, in preparation for winter in Chicago, the french luxury brand focuses on their hotel entrance. With hopes to create a new guest experience from the moment you walk in the door.
In collaboration with Artist Replete, Rawooh was selected to create a mural for an event titled "Art De Noel". An annual celebration at every Sofitel location. Each year the design theme changes, offering a new experience to hotel guests. It also creates a new challenge for hotel employees as every Sofitel location (200 globally) competes with one another for the best holiday decor. This year's theme: Christmas Couture. Think luxury fashion meets holiday spirit.
It was up to Rawooh to create an image that spoke for both the Sofitel brand and their unique holiday. If you're just learning about this artist now, there's a few things you should know. Rawooh has been an active street artist in Chicago for the past decade. He often recreates feminine characters in a surreal manner. Occasionally you can find hints of fashion elements within his work. Like this piece that he calls Vogue. With that said, it's easy to see why Sofitel chose him to represent their brand.
The creation of the mural took place overnight as the artist laid down a leopard print wave of hair. Followed by the Sofitel logo in the form of an earring. Spray paint was applied directly on the plexiglass walls at the hotel entrance. Giving the overall image a reflective resin like quality.