Super 8 Motels, a chain of hotels across United States of America, are upgrading all their rooms and in doing so, selling the art that has become synonymous with the hotel brand for decades. Many would say that the art is tacky, however what's interesting is the brand has created a pop-up in New York to sell this tacky art as they make way for more contemporary art.
The irony of the art is that the people who are actually buying this art from the pop-up New York store are exactly the people that they're trying to attract by updating their art in their motels.
As part of their brand strategy you need to look backwards as well as look forwards.
Super 8 are famous for being everywhere and for being welcoming and perhaps the fact that their art is selling so well in New York is a claim that the brand and its identity is actually in better shape than they think.