21c Museum Hotels joins the MGallery Hotel Collection


To celebrate 21c Museum Hotels joining the MGallery Hotel Collection and the entrée of MGallery into the North American market, Accor has unveiled an extraordinary new Paint Your Passport package – a collection of bespoke experiences providing unparalleled insider access at all eight 21c Museum Hotels across the country.

One unforgettable journey, perfect for lovers of travel and the arts, the ‘Paint Your Passport’ package includes travel between all eight 21c properties, unprecedented VIP access to one of the largest contemporary art collections in the country and activities unavailable to the general public, such as dinner at the 21c Founders’ home with a personal tour of their expansive private art collection; a behind-the-scenes visit to the 21c art warehouse with 21c’s Chief Curator and Museum Director; plus many more exclusive moments curated at each stop, such as a private tour experience at Keeneland Racecourse, one-on-one cooking classes with a 21c chef, bourbon distillery tours and more.

MGallery makes its North American debut with the eight 21c Museum Hotels, in Louisville, Kentucky; Cincinnati, Ohio; Bentonville, Arkansas; Durham, North Carolina; Lexington, Kentucky; Nashville, Tennessee; Oklahoma City, Oklahoma; and Kansas City, Missouri, each pushing the boundaries of both the museum and hotel worlds to create a new kind of travel experience. Three additional properties are under development in Chicago, Illinois; Des Moines, Iowa; and St. Louis, Missouri.

To mark the occasion, MGallery also popped up a transparent hotel room dubbed the ‘Masterpiece Suite’ for an interactive art installation in one of the most highly trafficked areas in Midtown Manhattan – Penn Plaza. Highlighting the ‘art of the stay’, artist Aaron De La Cruz lived in the pop-up glass hotel room for a full 24 hours while transforming the space into his own visual masterpiece. What began as the most unexpected canvas – an all-white room with everything from the bedding and flooring, to the lampshades and walls, painted white – came to life in front of passersby’s eyes with his addition of vibrant color and immersive design on every inch of the space.

“We are honored to welcome 21c Museum Hotels into the MGallery Hotel Collection. We created the Masterpiece Suite pop-up to celebrate the union of these brands, and officially mark the introduction of MGallery into North America, in a creative and singular manner that truly reflects both brands’ concept of creative hospitality,” said Heather McCrory, CEO, North & Central America, Accor. “Through this immersive experience and unique collaboration with talented artist Aaron De La Cruz, the pop-up embraces both brands’ artistic and storytelling spirit. Both the pop-up and our new ‘Paint Your Passport’ package demonstrate an ambition to inspire guests to delight and discover both 21c and MGallery.”

Coinciding with the NYU International Hospitality Industry Investment Conference, an invite-only cocktail party took place during the evening of June 3rd, allowing industry VIPs, tastemakers, media and influencers to get an exclusive view of this one-of-a-kind creative experience. Chanel Iman, international supermodel, came out to join in on the fun and brought De La Cruz some room-service treats while chatting about his inspiration and their shared love of art. In the true MGallery spirit of storytelling, The Haiku Guys were also at the cocktail party, outfitted in luxury pajama sets while they typed customized, daydream-inspired poems on vintage typewriters for guests.

Along with the pop-up, a consumer contest is running from June 3rd – June 30th to win a once-in-a-lifetime Memorable Moment experience by MGallery. To enter to win, participants must post a picture of the Masterpiece Suite, tagging @MGallery and hashtagging #WinMGallery, or visit WinAStayByMGallery.com. The winner will choose between picnicking by private charter helicopter in New Zealand, getting a custom tattoo in Amsterdam, or indulging in a VIP bourbon, arts and horse racing experience in Louisville. Each package is valued at $6,000 and includes airfare for two; $1,000 spending credit; and a four nights’ stay at Hotel St Moritz Queenstown, INK Hotel Amsterdam or 21c Museum Hotel Louisville, all storied members of the MGallery Hotel Collection.