by Craig Kaminer / Photos by Jennifer Silverberg  

 In 1990, I worked in the Shell Building on the corner of 12th and Locust and played racquetball three blocks up at the YMCA. It wasn’t the best of neighborhoods, but since then there have been a lot of positive developments including residential housing on Washington Avenue, the Aquarium at Union Station, City Park, Stifel Theatre, The Foundry, The Armory, and the soon to open 21c Museum and Hotel. 

For years, city champions have lobbied the boutique hotel chain – founded by Laura Lee Brown and Steve Wilson – to open a 21c here. They didn’t have any luck.

 Until now. 

Welcome to the 21c Museum Hotel St. Louis, a groundbreaking concept that revolutionizes the way we experience art. If you didn’t collect before your stay, you are sure to get the itch by the time you check out.  Already operating in 10 cities across the United States, the 21c Museum and Hotel not only showcases contemporary artworks but also offers a luxurious and immersive stay for art enthusiasts and travelers alike. 

The 21c Museum and Hotel was born from the vision of a couple with a passion for art, a desire to revitalize communities through culture, and, as heirs to the Brown-Forman fortune, the wherewithal to do it all. In 2006, they transformed a series of historical warehouses in Louisville, Kentucky, into the first 21c Museum and Hotel. The goal was to create a space where contemporary art could be accessible to all, blurring the lines between museum, hotel, and cultural center. 

Today, the company has expanded beyond Louisville to Cincinnati, Bentonville, Durham, Lexington, Oklahoma City, Nashville, Kansas City, Chicago, and now St. Louis. Each has its own unique character and artistic offerings. The founders' commitment to showcasing innovative and thought-provoking works has remained steadfast, as has their dedication to providing exceptional hospitality experiences. 

In St. Louis, the boutique chain bought the downtown YMCA, originally built in 1926. “One of the biggest challenges, but also one of the biggest opportunities in our minds, was to breathe new life into this historic and significant building for St. Louis,” says Molly Swyers, former chief brand officer and now consultant to 21c. “Obviously, there was a lot to do to update it both for contemporary use and because certain parts of it had fallen into disrepair. “ 

The lobby greets you like an expansive living room with contemporary art and a lot of soft seating for relaxing and hanging out. On the second floor, the common space, which was once the gym’s gymnasium, is dedicated to a gallery and event space for the museum. Among the historic elements saved is the original running track, and exposed brick walls. Some of the other spaces on the second floor have a more contemporary feel.  

What sets 21c St. Louis apart is its exceptional curation of contemporary art that spans a diverse range of mediums, styles, and themes. The museum's exhibitions are not confined to traditional galleries; they spill out into lobbies, hallways, and even guest rooms, blurring the boundaries between art and daily life. In the new St. Louis hotel, the 14,000 square feet of exhibition space is seamlessly integrated into all areas of the property. There are opportunities to discover art around every corner. From the moment they step inside, guests are welcomed by mesmerizing installations that ignite the senses  The museum's rotating exhibitions feature renowned artists as well as emerging talents, ensuring a constant flow of fresh and stimulating experiences. With thought-provoking pieces, interactive installations, and immersive technologies, visitors are encouraged to engage with the art, fostering dialogue, and introspection. 

“We have some really special site-specific art installations,” Molly explains. “Those will probably be one of the biggest unexpected elements as people come in. When people experience a 21c I think they're surprised by the quality of the artwork and the amount of it that's available to the public for free 24/7. For those who aren't familiar with the 21c concept, I think that in and of itself is sort of surprising. A lot of people will show up to check into the hotel, not realizing that they're experiencing a contemporary art museum as well.” 

While 21c's commitment to art is unparalleled, it is equally dedicated to providing exceptional hospitality. The hotel portion blends in perfectly with the art experience, offering stylish and luxurious accommodations. Each of the 173 rooms is thoughtfully designed with sleek and contemporary furnishings that complement the artistic ambiance. The upper floor rooms provide breathtaking views of St. Louis city. 

The designers have kept the original racquetball courts and converted them into spectacular guest rooms. The pool has been restored with its Rookwood tile but the original slogan “Swim for Life” was left on the bottom of the pool.  The management leaned into the Y in YMCA and added the Locust Street Athletic Club. For hotel guests it’s an amenity; for locals it’s an opportunity to join as a member of the new fitness club.

The hotel's restaurants offer culinary experiences that reflect the creativity and innovation found in the art exhibitions. The menus often feature locally sourced ingredients, highlighting the connection between art, culture, and community. Inspired by the rich culinary traditions of Spain, the team at Idol Wolf — 21c’s intimate restaurant headed up by Chef Matthew Daughaday — takes a playful approach to tapas-style dining by combining local and seasonal ingredients with classic Iberian sensibilities. 

Idol Wolf combines local and seasonal ingredients with Iberian sensibilities to create a memorable shared drinking and dining experience. Pintxos and tapas-style small plates anchor the menu while larger plates influenced by paellas, seafood, and stews of Northern Spain round it out. Whether dining solo at the bar or at a large table with friends and family, the menu is designed to be sampled from, with waves of food hitting the table in an exciting fashion that is inspired by the rich culinary traditions of Spain.  

The restaurant will initially open for dinner service, with weekend brunch to follow in the coming months. An extensive spirit list will be available, along with both old and new world cocktails and thoughtfully crafted zero-proof options. Unique sangrias and gin and tonics -- prepared with Spanish wines and spirits and seasonal fruit and herbs -- pair perfectly with every dish and serve as an added bonus to the global wine program, which places heavy emphasis on Spanish varietals. 

Idol Wolf will feature indoor and outdoor seating for over 100 guests plus a 14-person private dining area, as well as a lounge area, bar, and billiards room. The contemporary space is a feast for the eyes thanks to décor touches which fuse naturally into 21c Museum Hotel St. Louis’ art-influenced vibe and community-focused cultural programming. From the historic lobby, Idol Wolf lures one in with graduating levels of immersion – from the double height naturally lit bar to the intimate firelit private dining room with deeper infusions of color. Materiality, tones, and textures are inspired by flamenco dancing, horseback riding, and the tapas culture found throughout Spanish heritage.  

"We are thrilled to bring our love of Spanish cuisine to St. Louis, where travelers and locals can come together to enjoy food and beverages that spark conversation and create connection,” says Chef  Daughaday, who is known throughout the city for his culinary work at Reeds American Table and Juniper. “Idol Wolf will add breadth to the roster of outstanding dining available in St. Louis while speaking to the city’s history, and we are thrilled to be throwing open our doors to this wonderful community.”  

A second restaurant, Good Press, was designed to be a hub for hotel guests and downtown residents alike. Breakfast and lunch will be served daily and seating will be available in both the café and library. By utilizing local roasters, growers, and purveyors like St. Louis-based Big Heart Tea and Northwest Coffee, Good Press is committed to always putting the best of what the city has to offer front and center. Whether quickly fueling up in the morning or setting up shop for the afternoon, customers can expect to find great coffee, simple food, and the ambient buzz of community. Dylan Rauhoff and Chef Daughaday will oversee both concepts as Director of Food & Beverage and Executive Chef respectively. They are joined by Chef de Cuisine Jonathan Duffe, who began his career working for Chef Daughaday at Reeds.  

All of the artwork in Idol Wolf, the main restaurant located on the main floor, was made by Carlos Gamez de Francisco. The paintings in the restaurant are ink paintings with some watercolor and graphite.  

Over the bar on the south side is another work by Carlos Gamez de Francisco, called “Mind Your Manners II”, and was commissioned for 21c St. Louis. The painting highlights Idol Wolf's Spanish-inspired cuisine, while paying homage to the history of Missouri. The artist includes a honeybee and bluebird, the State's official insect and bird; the feathers are included in reference to Native American headdresses, and the figure's European clothing represents later settlement and control of indigenous populations. Multiple pairs of contemporary sunglasses suggest the possibility of adopting new and diverse perspectives. 

On the north side of the bar is Andy Bultó's “Garden of Memory II”, which was also commissioned for the space and pays homage to the history and legacy of 21c St. Louis. The use of gold leaf in the painting aligns Bultó's work with the practices of Old Master European painters, who often used gold leaf to indicate the divinity or status of their subjects. Here, anonymous, everyday people are endowed with significance, while their blurred faces reflect the passage of time and the impermanence of memory.  

The next exhibition is “Future Revival: Digging into Yesterday, Planting Tomorrow” featuring artists Myrlande Constant, Jeannette Ehlers, Isaac Julien, Kapwani Kiwanga, Hew Locke, Ebony G. Patterson, Duke Riley, Yinka Shonibare, Hank Willis Thomas, and Kehinde Wiley. 

“The intention was always to rotate exhibitions that are curated by our chief curator, Alice Grace, and she works with our founders to plan and organize exhibitions that change out at least on an annual basis,” Molly explains. “So, one of my favorite things about 21c is that when an exhibition changes out, it really transforms the experience. If you came last month and it was one exhibition. Then you come back, it can be completely different. Whereas, a lot of hotels have to wait seven to 10 years for any major refresh or renovation. In our case, the experience evolves with regularity. “ 

21c goes beyond just hosting exhibitions and events; it actively engages with its surrounding communities. Through partnerships with local artists, schools, and organizations, the museum and hotel foster creativity and collaboration, making a meaningful impact on the cultural fabric of each city it calls home. 

Seeing itself as the Impact Hospitality leader is more than marketing speak.  21c hires impact players in virtually every role. Prior to accepting the role as Director of Community Impact at 21c, Christopher Randall was a former marine and law enforcement officer who transitioned to community service in St. Louis, first at the non-profit Gentlemen of Vision and then as the community impact manager at KSDK-TV. 

Chris is responsible for diversifying the 21c team and vendors. Rather than purchasing from the big national players, they’re spending money in the community so, “we can make a large impact with local families or local small businesses,” he says. 

I asked Chris about overcoming the fear of some guests coming downtown. “It took a multitude of things to create these problems and it's going to take a multitude of people to create the solutions,” he says. “It can't fall just on law enforcement. It’s going to take businesses like 21c to create unique solutions. It's gonna take courageous business leaders to stand the ground and fight, and not to run to outer areas, to the counties, and away from the city.  

“The opportunities to see some of the art and some of the displays that we're going to have within our museum, we're going to be an attraction for St. Louis,” Chris continues. “And so that's naturally going to bring people downtown. The impact work will also bring, attention to our property that the average hotel just doesn't have the opportunity to engage in such an intentional way. I have faith and confidence that our offerings from the restaurant to the coffee, to the gym, and, of course, the art is going to bring people who haven’t been downtown in years.”

And it all goes back to the organization and its focus on youth empowerment, and racial and social equity. This is part of 21c’s continuous give back and impact. Where other places might just do this for a month or might just do it for a week, at 21c this goes all day long, all year long.

The 21c Museum and Hotel has emerged as a pioneer in the world of contemporary art, redefining the way we experience culture and hospitality. Its innovative approach to merging art with exceptional accommodations has captivated visitors and art enthusiasts from around the globe. Through its thought-provoking exhibitions, immersive installations, and luxurious amenities, 21c continues to shape the cultural landscape of cities, leaving an indelible mark on the art world. Whether you are a seasoned art aficionado or a curious traveler, a visit to 21c promises an unforgettable experience where art and hospitality intertwine in perfect harmony.