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The Ritz-Carlton, Millenia Singapore launches World’s Only Augmented Reality Hotel Art Tour

February 20, 2021 Luxury Hotels No Comments Email Email

The Ritz-Carlton, Millenia Singapore has become the only hotel in the world to offer an augmented reality hotel art tour experience, allowing visitors to interact virtually with art pieces by renowned artists such as Frank Stella and Dale Chihuly.

“Augmented reality is a novel and creative way to capture the attention of our millennial and tech-savvy guests. Even if you are not an art enthusiast, our new augmented reality art tour now offers a fun and engaging way to interact with the art in the hotel on a completely different level,” said Mr. Mark Aldridge, Director of Sales and Marketing at The Ritz-Carlton, Millenia Singapore.

Home to one of the largest contemporary art collections in Southeast Asia, including 350 “museum quality” pieces, 90 per cent of the 4,200 art pieces were specially commissioned for The Ritz-Carlton, Millenia Singapore and include quintessential works by Frank Stella, Dale Chihuly and Andy Warhol, which enhance the hotel’s distinctive contemporary architectural design.

The hotel’s first iteration of an art tour was a self-guided 28-minute English podcast that was introduced in 2007, and approximately 50,000 guests have done the podcast since its inception. This evolution of the art tour will firmly shift the experience into the twenty-first century by bringing the collection to life with the latest technology.

At launch, the hotel’s new web-hosted augmented reality art tour experience will showcase 10 key works including “Cornucopia” and “Moby Dick” by Frank Stella; “China China” and “Greater Water Series” by Zhu Wei; “Sunset” by Dale Chihuly and “Double Screw” by John Rose, with the aim of adding more augmented reality experiences in the coming months, and in-language options to offer an authentic museum-going experience. Other notable art pieces within the tour include works by David Hockney, Tay Bak Koi, Rainer Gross, and Robert Motherwell.

The experience showcases the art pieces in the real world environment supplemented by computer-generated graphics and sound. The artworks literally come to life as visitors browse the written or audio narratives about each art piece and the artist, interact with the various augmented reality experiences, and are prompted to move to the next piece through an easy to follow map as they complete the self-guided tour. Visitors are encouraged to take a photo and/or video of themselves striking their most creative poses with the art in the augmented reality environment, and share them on social media.

The Ritz-Carlton, Millenia Singapore’s augmented reality hotel art tour experience was developed in partnership with Plattar – an Australian-cloud-based platform, as part of the Singapore Tourism Board’s (STB) first cohort for the Singapore Tourism Accelerator Programme, which supports the development of innovative solutions to help the tourism sector enhance visitor experience and explore new business opportunities.

“We are delighted to see the creative uses of augmented reality by our tourism stakeholders that add an extra dimension of interactivity to engage customers and enrich the visitor experience. Through the Singapore Tourism Accelerator programme, STB continues to work with companies that possess a range of augmented reality capabilities to support the adoption of the technology in the tourism sector,” said Ms. Ong Huey Hong, Executive Director, Industry Technology Transformation, Singapore Tourism Board.

Mr. Rupert Deans, Plattar CEO adds “Our platform has enabled the hotel to move beyond traditional audio tours through unlocking the power of 3D and augmented reality, and in creating unique and shareable moments for guests on social media that differentiates their hotel experience from others.”

In conjunction with the launch of the hotel’s new augmented reality art tour, guests will be able to reserve the “Overnight in the Museum” room package experience, which includes overnight accommodation, access to the self-guided augmented reality hotel art tour, tickets to the “Future World” exhibition at the ArtScience Museum to extend the museum-going experience, a Relaxation Bath upon return, and breakfast the next day.

The “Overnight in the Museum” room package starts from SGD 530 per night for stays valid until 29 December 2021.

For room reservations, visit www.ritzcarlton.com/en/hotels/singapore/offers/museum, call 65.6434.5111 or email rc.sinrz.reservations@ritzcarlton.com.

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