News

The President Hotel has unveiled the next chapter in its brand evolution with the unveiling of The Cape Town Collection, a new digital art initiative that reimagines how hotels can engage and support local creative communities. The project transforms the hotel's second floor corridor into an ongoing, salon-style exhibition featuring digital works by Cape Town-based and Cape Town-connected artists. These works are displayed against bold, custom-designed wallpapers from the hotel’s new signature Opus pattern collection. The result is a space that feels fresh, cohesive and contemporary. A space designed to spark conversation, invite curiosity and encourage guests to linger a little longer.

The concept centres on a simple question that drives the hotel's new creative direction: "What does it mean to really experience Cape Town?"

"We don't want to just be showcasing Cape Town; we want to be in conversation with it," explains Creative Curator Sarah Barnes, who conceptualised both the hotel's signature Opus pattern and this latest initiative. "One of the biggest pillars of this new vision is how we engage with local artists, creatives and brands - the extraordinary talent that lives, breathes and creates in this city."

How It Works
Each cluster of digital artworks has a QR code that links directly to a purchasing platform where all pieces are available as print-on-demand works. Purchases can be delivered to the hotel during a guest's stay or shipped home afterward. All profits from artwork sales go directly to the artists. "This project is about building meaningful connection, and offering our space as a platform to support and celebrate their work," Barnes notes.

The initiative goes beyond transactions. "The whole idea is about interaction - maybe you find a new artist whose work you love, follow them on Instagram, tag them in a photo. That's what we're trying to do here: to really build bridges between our local and international guests and artists, between Cape Town and the world."

Building Bridges Through Art
The Cape Town Collection reflect how hotels are more than just a place to stay - they carry the responsibility of representing a city, of offering a snapshot of what that place feels like - not just through service, but through atmosphere, culture and aesthetics. The collection features works by a diverse group of Cape Town creatives, including Koooooos (artist and mixed media creative), contemporary illustrator Elana Wasson, photographer Bjorn Kumpers and Thuthukani Myeza (digital collage artist), alongside pieces by Barnes herself.

"When I see guests stepping out of the elevator and pausing because a photograph caught their eye, or scanning a QR code and then smiling because they just learned something new - that's so exciting," Barnes says. "It means we're not just providing a bed for the night; we're sparking curiosity and connection."

An Evolving Platform
The Cape Town Collection is designed as a living exhibition that will refresh regularly with new artists and works. Cape Town itself is always changing, always offering new inspiration and as it grows, the collection will grow with it.

“Cape Town has always been at the heart of who we are, and The Cape Town Collection is a true reflection of that. It’s been created for the curious - where local art and culture come together in a hotel setting. This collection offers guests a meaningful way to engage with local creatives, each telling their own unique story. We’re incredibly proud to launch The Cape Town Collection as a celebration of the city’s energy and the talented artists who call it home. It marks the start of an exciting new chapter for our brand,” says Brand Director, Joanne Clayton

The hotel will continue evolving the concept, adding new layers and stories that reflect the city's dynamic creative landscape. The project builds on The President Hotel's earlier artistic initiatives, including the launch of the distinctive Opus textile design, as part of the hotel's broader creative evolution and commitment to supporting local talent.

Local Collaboration
The project was realised through partnerships with local suppliers including ORMS Print & Frame Room for fine art printing and framing, green-rated installer Cara Saven for wallpaper application, Studio Lloyd for custom lighting and Weylandts for curated furnishings.
The initiative continues The President Hotel's commitment as a Green Key certified property, incorporating sustainable practices and locally sourced materials and supporting the community.

Experience it
We invite you to experience the city’s rich visual identity. Discover this curated collection of digital art prints during your stay, order a personalised print as an unforgettable souvenir of your visit to Cape Town and The President.