Art selected by Daniel Fine Art Services
The owners wanted to create something new: a resort and casino, removed both conceptually and physically from the frenetic glitz of the Las Vegas Strip. “There is a difference between extravagance and excess,” reflects Evalyn Daniel-Putnam, the Laguna Beach-based art consultant. Her firm, Daniel Fine Art Services, specializes in creating and installing important collections of contemporary art for corporate clients, including some of the most elegant and exclusive hotels in the world.
Creating a high-aesthetic space was an important part of the total concept of Red Rock. Daniel-Putnam and her firm collaborated with the company’s project manager, Kiff Sifferman, and the Friedletter Design Group, the entity in charge of the interiors, to create the desired impression. “The interior designers established a backdrop, and we worked closely with them,” says Daniel-Putnam. “We looked for different textures, different media. Visual excitement derives from variety, not overwhelming presentation.”
As soon as guests enter the red glass doors, the artwork is part of the Red Rock experience. “The staging of the art is just as important as the selection of individual pieces,” says the designer. “The art at Red Rock had to make a strong enough statement to hold its own with the Swarovski crystal chandeliers!” To make sure the art did not become
subsidiary to the decor, Daniel-Putnam selected pieces that were bold and colorful: “Lots of red!” she laughs.
She had worked on Las Vegas projects before, but Red Rock was unique in many ways. “As soon as you walk in, it is all about abundance,” she says. “You immediately feel relaxed, becalmed. In the main lobby, you’re surrounded by comfort. It’s intended to be a welcoming place—a place to linger, to lounge and relax. The artwork is part of that. When you dine in the midst of fine art or have a drink at the casino, surrounded by beautiful art, it’s a completely different experience from going to a museum. Art doesn’t have to be seen in a staid, educational environment.”
Daniel-Putnam’s approach involves tailoring an art collection to the personality of the client and the nature of the individual project. In the case of Red Rock, she concentrated on the lobby, lounges, and public spaces. “We didn’t put a lot of art in the casino,” she says. “There’s too much noise, too many lights and too many bodies are moving around. There’s too much distraction. I placed minimal art work in the spa; they kept that design very clean and architectural.”
The overall effect she sought was refined sophistication: a cosmopolitan mix of paintings, sculpture and a few works on paper.
“It’s rich, and sexy,” says the designer. “Even the plain surfaces have a sensual quality. We wanted some of the pieces to be absolutely jaw-dropping.”