In yet another disruptive move to propel his company to the forefront, Nordic Choice Hotels boss Petter Stordalen dumps all pay TV porn at his 170 plus hotels across Scandinavia. Known in the past for creating trends, Nordic Choice’s new flagship Oslo hotel, THE THIEF, has already replaced xxx video with contemporary video art. The dynamic hotelier seems set to redefine the lines in between alluring experience and tacky and sensationalist sexuality.
Petter and Gunhild Stordalen - courtesy Nordic Group
Already known as an avant garde artsy hotel, THE THIEF now becomes even more visually stunning where imagery is concerned. But what’s important here is the ideology behind the move. Not unlike the hotelier’s efforts to transform his hotels into eco-friendly havens, Nordic Choice’s boss wants his move to eradicate hotel porn, as a statement about good choices for society period. In a press release this morning, Sordalen had this to offer:
“We believe it is a natural part of our social responsibility to not support an industry that contributes to trafficking, which is why this decision will be implemented with immediate effect. At Oslo’s waterfront luxury hotel THE THIEF they have taken the concept one step further.”
We spoke briefly with THE THIEF’s head of communications about these changes, to wit their spokespersons reflected on the near universal support for UNICEF’s so-called Free to Grow initiative aimed at alleviating the abuse and suffering children worldwide face as child victims of sexual exploitation and abuse, not to mention human trafficking. 2500 plus Nordic Choice employees voiced their support last year for such an initiative, and Petter Stordalen seems dead set to make the effort count.
Antony Gormly statue outside THE THIEF - Courtesy the hotel group
THE THIEF hotel in Oslo is a work of art in and of itself, and a hotel literally filled with pieces from Warhol to the Antony Gormley sculpture out front of the hotel (image immediately above). With contemporary paintings, fixtures, sculptures, photographs, and myriad other examples adorning almost every wall of the hotel, there seems little doubt Stordalen’s new video channels will be at least as inspiring. And as for the sensual, the imagery by Marcel Leliënhof (top) insinuate sexuality as most people probably believe it should be. At guest opinions have been registered and acted upon according to the hotel group.
Looking at THE THEIF’s own ART & STORIES MAGAZINE, any visitor can quickly follow the differentiation in between the darkness of pornographic imagery, and the colored and often ambiguous side of sensuality. Where hotel experiences are concerned, most people who travel will more readily identify with leaving something to be desired. This is the way THE THIEF’s very own art director, Sune Nordgren, seems to convey this property’s intentions. The photography of Marcel Leliënhof, for one instance (featured image and below) shows how a guest’s senses are more appropriately met.
“A sex symbol becomes a thing. I hate being a thing.” – Marilyn Monroe
Courtesy Nordic Choice and Marcel Leliënhof
Finally, the UNICEF Room to Grow Foundation offers education and help for children and families worldwide. The effort’s basic endeavor is to help provide kids with the simplest of needs, shelter, safety, and a chance at an education. We applaud Mr. Stordalen and is entire staff for making the effort to be a part of the solution.
Additional photo credit: Petter Stordalen & Gunnhild Stordalen – courtesy Zero Emission Resource Organisation