Thursday, May 17, 2018

In New York City, The Standard Hotel is famous for its swanky rooftop bar and high-end restaurant. With two prime locations in East Village and the High Line, and spectacular rooms and views, The Standard Hotels line has its own unique style that integrates the arts as part of its branding—they have a whole culture section on their website that includes food guides, interviews with artists (recently with Christine Sun Kim and artist/consultant duo Mickalene Thomas and Racquel Chevremont), and information on upcoming dance parties and musical events.

As a boutique hotel that has a strong sense of arts and culture, it was natural that they would make an appearance at Frieze Art Fair. However, their presence had little to do with their interviews or products. Instead, they had their own “installation” of sorts—a vintage phone booth.

The phone booth first popped up at their High Line location last year. Refurbished by a team of in-house designers, these phones have one number: the U.S. Capitol switchboard. To empower guests, employees, and now art fair visitors, the phone booths allow you to “Ring Your Representative.” For those new to reaching out, there is even a script available.

In an interview with metro, Corey Tuttle, VP of Marketing and Communications, said, “As a brand that values diversity and self-expression, we decided to utilize our platforms and our venues as a place for those to get involved and be heard.” There has been positive response from guests and social media for the “Ring Your Rep” movement.

The phone booths, which also reside in The Standard’s Miami Beach location, even led to an art installation in NYC. After the events in Parkland, Florida, artist Evan Pestaina, curator Calyann Barnett, and NBA star Dwyane Wade collaborated on an exhibition to honor the students, teacher, and coach who lost their lives. Barnett knew about the booths and had contacted The Standard about creating their own. Instead, the Standard wanted to bring their exhibition “Parkland 17” to New York City. Featured in the High Line Room, its opening coincided with the March for Our Lives on March 24. The opening also featured a live painting session by Manuel Oliver, an artist and activist whose son was honored in the exhibit. The “Ring Your Rep” phones were nearby for those inspired to take action.