Surf & Sand Resort Art Collection

Copywriting and interpretation | JC Resorts, Laguna Beach

Surf & Sand Resort lobby entrance. Featured artists, left to right: Nemo Jantzen, Geoffrey Gersten, and Ran Ortner. Image courtesy of Surf & Sand Resort.

Brief Write the interpretive copy for approximately 65 artworks installed throughout Surf & Sand Resort’s public spaces and private suites. Each entry needed to function as guest-facing copy accessed by QR code and as a reference for staff speaking about the collection.

Voice and tone Developed a voice guide before beginning the full collection, establishing a consistent approach to tone, structure and language. The property owner wanted the writing to feel connected to the experience of the resort, without slipping into specialist vocabulary. The resulting voice is informed and direct, with room for atmosphere: enough context to make each work more legible, always grounded in what a guest can see from where they are standing.

Research and verification Toured the property with the design manager to catalog works and write from the pieces in situ. Artist and gallery materials provided the factual foundation. Anything that could not be verified was left out, with the writing drawn from the work itself, its placement and the view around it.

Scale Approximately 65 entries of 120 to 150 words each, delivered as a single organized document. Artists represented more than once received distinct texts that speak to one another without repeating a biography. The full document was reviewed for repeated imagery, sentence structures and phrasing before delivery.

Impact Delivered on schedule and within scope. The copy gives guests a way into the collection through the resort’s QR experience, while also serving as a reference for front-of-house staff and an internal record of artwork details. Each entry places the work within the artist’s broader practice. Recurring ideas about water, light, place and retreat connect the collection while leaving room for the works to remain distinct.

Jorg Dubin, Tempest, 2024, mirror-polished marine-grade stainless steel. Image courtesy of Surf & Sand Resort.

Selected entries

Writing from the final manuscript appears below.

Slim Aarons, Il Canile, 1980, photographic pigment print.

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