Holland America and ArtLink to launch onboard art experience

Holland America Line is working with UK-based art curation company ArtLink to develop a new interactive art experience that will be rolled out across all of its ships and onshore.

To launch this summer, the new programme will give guests the opportunity to participate in several interactive art events, gain an understanding of the cultures they visit, and take home a memento of their experience. The ships’ onboard galleries will feature works by a select group of emerging international artists during the initial launch period. The general collection will gradually be replaced by changing exhibitions of photographs, sculptures, crafts, paintings and drawings that are curated to reflect the destinations and regions of the world the ships are sailing to. The artworks showcased in ArtLink galleries will be offered exclusively to Holland America Line guests.

“As with many aspects of our onboard experience that have been elevated successfully over the past few years, we wanted to enhance the way art was presented onboard and reflected throughout the cruises in a way that was meaningful to our guests,” said Orlando Ashford, president of Holland America Line. “Through our work with ArtLink on our newbuilds, we connected with a mutual passion to create an innovative art experience that was more integrated with the places we visit. The right piece of art can be not only an incredible souvenir for our guests, but also a prominent way for them to connect emotionally with their travels.”

An ArtLink art concierge and art specialists will be on hand in the ships’ galleries to provide guests with information and background on the works and the artists, as well as to lead them through the acquisition process. Guests will also be invited to view the pieces at cocktail parties, attend special talks and meet visiting artists.

In future, Holland America Line and ArtLink will develop an onboard residency programme where guests will have the opportunity to attend live demonstrations and hands-on workshops with the visiting artists and curators. They will also create art-themed shore excursions so guests can visit emerging artists in their workshops and galleries in cruise destinations.

“ArtLink began by partnering with Sotheby’s to change the way people consume art and offer emerging artists opportunities to become successful,” said Tal Danai, founder and CEO of ArtLink. “Later, we expanded into the hospitality industry with emerging artists from 44 countries. After working extensively in the emerging artist marketplace, this unique partnership with Holland America Line enables us to embark on our next big dream – to enrich the way people around the world experience art. Constantly curating destination-related art collections by promising emerging artists and bringing exclusive art, artists and guests together in a uniquely welcoming environment will undoubtedly make the art world accessible to more people – and at the best possible price points.”