training the next generation of

Digital Artists

As you walk to the lobby of the Gordon Hotel, you are treated to a wide variety of visual experiences. Shining in the heart of the lobby, behind the reception desk, is a two-story display of 21 screens showcasing customized digital art.

When envisioning their new space, the team at the Gordon knew that they wanted to create a wow moment for their guests and community members walking through. They brought in local digital art experts Harmonic Laboratory to help them design a rotating gallery that would communicate their brand and connect them to the community. John Park of Harmonic Labs explains, “Most of the time when a business puts out a Call for Artists they already have a clear idea of what they are looking for. This project was unique because we got to work with The Gordon to explore the best way to create a unique way to display digital art for their space.”

Harmonic Laboratory has created a library of work to show on the wall, to create different moods for the lobby. There are more natural and serene pieces for the morning as people wake up. More vibrant and colorful works are shown later in the evening as guests come and go for a night out on the town. Nicole Roselio, Director of Marketing at the Gordon, describes, “It’s amazing how the feel of the lobby changes depending on what is being shown. The wall draws people in. Before we even opened for guests, community members would come in and sit and watch the artwork for a while. We love the way this art helps us build a connection with our guests and the community.”

The members of Harmonic Laboratory each have educational ties, and they saw the wall as an opportunity to teach more artists how to create digital pieces for the space. John Park created a unique and powerful experience for his students at the University of Oregon’s Art and Technology program. He created a 10-week practicum course to create videos for the wall. Fourteen students, the majority graduating seniors, were given real-world experience creating site-specific work for a client.

Students got to see their work at a scale they would otherwise not be able to achieve and in an in-person setting. These pieces increased the Gordon’s catalog of work and added to their roster of artists who know how to create work for the wall.

The work was displayed during commencement week and gave the students a chance to show off their work to parents and friends who had come to town for graduation. Their pieces continue to be in the rotation.

There is a growing trend in digital art created for hotels and other public spaces. This partnership between a local business, a local arts organization, and the University of Oregon ensures that the next generation of digital artists have the skills to meet the need.