ALEXANDRA SCHÄFER - the network of VELVENOIRś art consultants dedicate themselves to creating unique and authentic hotel experiences through art.
Creating unique and extraordinary experiences with original art for hotel properties around the world. Increasingly, travelers appreciate unique hospitality brands with strong personalities that are both working environments for urban nomads and places to meet people and enjoy interesting experiences. The discerning guest wishes to feel like they are experiencing something that has been carefully designed and considered, with meticulous attention to detail. Together, these elements constitute the overall hotel ‘experience’. They want to feel like they have found a hidden gem that they can recommend to other discerning travelers, which in turn will re ect their own criteria for unique and one-off hotels and serviced apartments.
VELVENOIR recognise and understand the future changes that will take place within the luxury hotel market. Working with our international network of experts, we bring industry know-how and a global scope that allows us to offer a tailored and authentic guest experience.
Expectations are on the rise, and it is crucial to differentiate the hotel brand from all others through a developed art concept which complements and re ects the individual values, philosophy and design of a hotel company. Due to the rapidly growing luxury hotel market, hotels are now seeking a way to distinguish their business from the competition, by creating a clear brand identity and offering a truly unique guest experience. Building a carefully curated and engaging art collection with VELVENOIR can help achieve this. Selected artworks would serve as both an aesthetic and nancial asset, but would also generate marketing and publicity for the hotel through clients sharing images and locations via social media.
Times have changed, and guests are always on the look-out for something new, unique and authentic that matches their lifestyle. Therefore, it is essential for hotel owners, developers
and interior designers to acknowledge the importance of acquiring one-of-a kind artworks, that not only accompany the interior design concept but also have an individual story to share. The guest can participate and be inspired by this narrative in the interior, by strolling through the hotel and exploring the art collection. Some boutique hotels have already discovered this concept and displayed provocative pieces of art, which designers have incorporated within the hotel to de ne a mood or tailor the experience based on the target audience. Whilst other boutique hotels have taken this idea a step further and purchased artwork to house in their own galleries, which in turn has provided a ‘must see’ attraction and another reason for guests to visit. Likewise, public areas in these hotels are a unique space in which guests can experience large art installations, and re ect on their abstract concepts. A stay in such a hotel
is not only very special, but allows guests to participate in the process of artistic exchange and critique.
How does an international network of art and hospitality experts assist developers in completing this vision?
VELVENOIR has selected the best in class to work on each project to achieve an aesthetic of understated luxury and engagement with art outsourced from international career artists. The network assists interior designers and project managers from budgeting and concept planning, to procurement and installation. Together, the team aims to develop and execute a well-conceived and fully realised art collection, tailored to each hotel and their guests.
Boutique hotels are created for a reason. Guests no longer want to simply ‘stay’ in a hotel. Instead, guests want to play, work, enjoy and experience a thoughtful hotel concept together with elements that inspire and engage them. It is here that ne art and interior design feature to transform the hotel experience. However, individuality is a key component that has to be incorporated to the design and art concept. As a living art space, the hotel should offer its guests the chance to enjoy its site-speci c collection in an exclusive, relaxed and unrestricted manner. A collection should grow organically over a period of time, and integrate with its environment.
“Collaborations are key for VELVENOIR. Together the network is able to access a broad spectrum of various mediums from international artists to create tailored experiences where the art re ects the richness of the property, interior design concept and the person living or visiting. With a strong network of partners, we are able to offer a service that goes beyond our clients’ expectations. We are delighted to share the same vision and mission with our partners in showing clients how original art makes a difference in residential, commercial and even hotel projects.” – Alexandra Schafer
As each hotel is a unique project for the VELVENOIR network, we are keen to develop a concept that strives to engage with guests, so they make an emotional connection with the hotel and its staff from the rst moment they arrive at the hotel. This “emotional luxury” also relates to the ideas of authenticity and heritage. Therefore, we seek to develop and execute an art concept that inspires and engages guests with each hotel brand, with an authentic artistic connection that invites guests to experience the rich cultural heritage of surrounding areas.
As with many hotels, the network proposes a concept that merges a traditional yet contemporary, local yet global art collection, which will blend the culture of the country where the hotel is located with a wider vision in keeping with the philosophy of each hotel concept. The design itself will capture the essence of the hotel brand, speci cally created by various interior design rms – VELVENOIR brings in regional artworks, installations and commissioned artworks to tailor a truly unique guest experience.
Credits – Velvenior & Art Consultany Partners Merten Riesner