Buy-to-let hotel group GuestInvest is to host a programme of creative arts events and shows at its hotels.
GuestInvest founder Johnny Sandelson is introducing a weekly arts programme to give a platform to "the capital's brightest emerging talent".
Membership to the Concierge Club will be open to both guests and non-residents and will offer a weekly cultural events programme from cabaret to indie music.
Annual membership to the club will be £240, with the first 1,000 members paying £180 and gaining free night's stay at a group hotel of their choice.
Iram Quraishi joins the project as curator from the Institute of Contemporary Arts, which is itself a partner to the scheme and will grant Concierge Club members access to its exhibitions and shows.
Sandelson said: "Until now, hotels have used art as decoration. We are reversing that concept by allowing artists to use our hotels as their showcase."
The arts club scheme hotels will be launched this summer at the Jones hotel and Nest, both in the capital's Bayswater, with other sites to follow.
GuestInvest was launched in 2003. The buy-to-let hotel concept allows investors to buy their own fully-maintained room in a central London hotel, stay there for up to 52 nights a year for free and receive 50 % of the room's rental income.
By Gemma Sharkey
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