Hotel Figueroa is just as trendy as it is steeped in LA history.
“Never forget where you came from”—and Hotel Figueroa certainly hasn’t. Today, this trendy getaway in Downtown Los Angeles has two acclaimed restaurants, a bar serving fine craft cocktails and a refreshing pool oasis. But this chic lodging has a female-forward history that’s still going strong, and its past as a feminist hub and center for social change has led the hotel join forces with online art marketplace Society6. They’ve established a year-long partnership to feature the works of local independent female artists for the next year, putting one-of-a-kind works into the spotlight while celebrating the hotel’s feminist roots.
In the 1920s in the United States, most women were not allowed to check into a hotel without a male chaperone. When Hotel Figueroa came onto the scene in 1926, it completely shook things up. It was the first hotel in the country to have a female managing director, and not only was it funded by women, but it opened exclusively for women and solo female travelers as a safe place to stay. But the artistic aspect to the hotel plays an equally important role in its women-centric past.
The Fig was built by women, for women. Many of them were patrons of the arts and humanities, which ... [+]
“It was built for women travelers, and these women were also great supporters of both the humanities and the arts,” explained Bradley Hall, ownership for Hotel Figueroa. “They hosted poetry readings, book readings, debates and even artists themselves. It really all goes back to the history of the hotel.”
Bradley mentioned that Hotel Figueroa—lovingly called The Fig—wants to broaden its reach to up-and-coming artists, and Society6 has deep connections in the art world with a full spectrum of talented artists. The program includes an onsite exhibition which will refresh every quarter, special event programming, a shoppable Hotel Figueroa collection featured on Society6.com and the artist’s work will be available for sale. This will not only foster an artistic and creative atmosphere on the premises, but Bradley hopes to get these artists who identify as female additional exposure by having a place at the hotel.
Among towering buildings, Downtown Los Angeles also has a number of murals.
Downtown Los Angeles offers more culture and arts than some might expect from a city’s business district. It’s home to a number of museums and galleries, it’s easy to find incredible murals on the sides of buildings, and every second Thursday people swarm the streets for a monthly Art Walk.
For the partnership between The Fig and Society6, they’ve selected their Quarter One artist: Amber Vittoria. Amber’s work features dazzlingly bright colors, bold shapes and sometimes cheeky titles, and according to her Instagram bio she is “dismantling societal tropes set upon women.” Her hand embellished giclee prints embody the female-led artistic spirit of The Fig, including pieces like “A Sunny Personality,” “In the Process of Blooming” and “Balancing Male Fragility.” Amber has had pieces recognized in publications like Print Magazine, HuffPost and Teen Vogue and she’s collaborated with brands like Facebook and Warby Parker.
Amber's piece, "Acne as Fashion."
“This was such an amazing collaboration,” Amber confessed. “To have my works be presented in a large-format way allows viewers walking through to be immersed in the form and color of each piece.”
Amber’s series at The Fig, called “The Feminine Now,” includes fourteen original works that showcase the portrayal of women within art. Guests can see the exhibit until April 1, 2020, at which point another female artist will enter the space for Quarter Two.
Stephanie Dixon, Society6 Director of Brand added, “Amber Vittoria’s work boldly explores the wholeness of womanhood and the often paradoxical nature of what femininity means in our ever-changing world. Her voice is clear and her style feels powerfully modern—she’s absolutely an artist to watch.”
Theresa Christine is a freelance travel writer based in Los Angeles, CA. You can follow along with her adventures by subscribing to her newsletter Delve here.
