Dear Alexandra, thank you so much for taking the time for this MA people meets. Let’s start with your company VELVENOIR. Please can you explain to our readers where the idea for your boutique art concierge and consultancy business came from?
Yes, sure. At VELVENOIR, we specialise in art consulting and concept development for hospitality, private and corporate clients, who want to differentiate themselves from the competition through contemporary art. In terms of what we do day-to-day, we work with hospitality, PR, marketing, branding and art experts to ensure the art acquired by our clients is incorporated into the very heart of the hotel and elevates the guest experience. With our selected key experts, we bring industry know-how and a global scope that allow us to offer a tailored and authentic guest experience that enhances the customer journey.
The initial idea for the business came to me while I was staying in the Australian outback and stumbled across mesmerising art by aboriginal artists. This visit sparked an idea to make contemporary art accessible at a global level by launching an online gallery - which I did in 2014. I can certainly say that the journey over the last four years has been truly inspiring and exciting for me.
Developing and growing the business in line with our clients’ requirements has led me to partner with like-minded and passionate professionals from the arts and now with other industries. One of our key beliefs and strengths is our commitment to creating long-term relationships. We support our clients from the beginning of a project to long after it’s completed. You could say that they become part of the VELVENOIR family! I guess this is where my hospitality background jumps in and my passion for contemporary art.
Why do you think art is not only relevant but also increasingly important in the context of a hotel? Can you also tell us more about ART x HOTEL and your vision to upgrade the hotel experience with original art?
Looking at the hospitality industry today, everyone has to offer something “different” we are all aware of the constant changing market and demanding client... and currently hoteliers do this in integrating e.g. infinity pools – but what if everyone has the same “USP” such as this infinity pool in the hotel? This is, where I see an excellent opportunity for the arts, and I'm not talking about prints or photos to cover up white walls, I'm talking about a well thought-through art concept that goes hand-in-hand with the hotel’s location, design as well as philosophy and character. I always tell my clients to imagine the following scenario; your guests check into your hotel and behind the reception is a 4 meter long neon art installation that says “you will miss me when I'm gone.” Your guests might not understand it at first, but after staying at your hotel and experiencing all the little art messages and programme offered throughout the hotel, they will leave with a smile, because in the end they understand the message.
ART x HOTEL – is a concept where we work in collaboration with hospitality, branding, PR, marketing and art experts to create a unique customer journey for the hotel and its future guest, develop a strategy for social media as well as PR and media purposes – after all, the art has to deliver a return on investment and the investment we always outline is the global reach via social media, international lifestyle magazines writing about it and this will organically lead to future hotel guests.
What are the biggest misconceptions of hoteliers and hospitality owners in regards to art for/in hotels that you encounter? What are the mistakes that need to be avoided at all costs?
Most people, hoteliers included, see art as just a decorative tool. While others associate art with an expense not worth investing in. Others are creative, and call local artists to have them exhibit their art in the hotel for a period of time. Again, it all depends what sort of hotel you are developing is it a 3-star or a boutique hotel – but art can be sourced globally at any price point. This is where the art consultant comes in as we don´t only save the client time, but also money – because we have artists and resources everywhere.
Why should hoteliers invest in an art concept for their hotel? How can a permanent art collection turn into a USP and serve as a distinctive brand element and story?
Today’s travellers increasingly appreciate unique hospitality brands with strong personalities, which promote both working environments for urban nomads and places to meet people and make conversation. Moreover, guests want to feel like they are experiencing something unique when they travel. They want to encounter things that have been carefully designed and considered with meticulous attention to detail and again these elements constitute the overall aura of a location.
Why art – and why invest in an entire art concept/collection? To keep it short - art is unique and an effective way to connect with guests - inspire and create a dialogue with them. Let’s not forget how important it can be for social media. Guests nowadays love to share their special experiences in places they have stayed and art helps to deliver this. When it comes to curating your own art concept, it’s essential to acknowledge that expectations from the guest of tomorrow are on the rise and it’s crucial to differentiate the hotel brand from the competition through a developed concept with a focus on contemporary art. The concept should complement and reflect the individual values, philosophy and design of the hotel.
Art can be used to attract a new lifestyle-oriented target guest and to enhance the stay of all guests. Ultimately art is your story. It is your heart and it is the reason why hotel guests stay with you, because you live the entire concept with your employees and share the passion around with your guest.
Some hotels have set the bar high when it comes to incorporating contemporary art within the hotel concept. Hotels such as the Faena Miami, the boutique hotel Casa Malca based in Tulum, Mexico as well as the art hotel Torel Avantgarde in Portugal are great examples of how hotel owners are utilising art to their advantage and highlight the art collection within as its own unique encounters. The art collection is part of the entire storytelling and branding, and communicated across their marketing and PR channels.
How do you see the art market developing over the next few years? Can outstanding art be affordable at the same time?
To be honest, contemporary art is constantly re-inventing itself and more and more resources are available for aspiring collectors to find the art they love. Over the next few years I do see an increase of appreciation of contemporary art and more and more are interested in learning about collecting as well as finding art for their home, office or hotel. That's why its so important to attend the international fairs, visit galleries and artists’ studios as well as collaborate with others – because in the end it's all about keeping the finger on the pulse of the art world, with local consultants based in major cities we not only attend the international art fairs for our clients but also visits emerging artists and galleries to ensure we are able to source and acquire art for any budget (a realistic budget).
To answer your second question, yes there is so much great art out there that is affordable. What’s great is that you also help to support artists who are just starting out in their chosen career. On a side note – when you start collecting or buying art always ensure you really enjoy this piece of art – the financial aspect always comes second.
We at MA people are specialised in crafting innovative hotel concepts and brands: what makes a hotel experience a truly outstanding one for you personally?
For me personally it always starts with the people who work there – those living the “hospitality” experience and philosophy of the hotel. From the moment I enter the hotel until I leave. I always appreciate notes and little gestures throughout my stay with a personal touch. Additionally I appreciated a thought-through programme, where you are able to meet others and be active while spending time in the hotel but also a great cuisine and wine selection is essential for me – and of course great original art!
About VELVENOIR:
Alexandra Schafer is founder and Managing Director of VELVENOIR an international, boutique art consultancy & concierge – specialised in art consulting and concept development for hospitality-, private- and corporate clients. The headquarter is located in Salzburg, Austria with selected and vetted experts located in the US, Australia, China, Europe and Middle East. VELVENOIR operates as a full-service art consultancy firm, globally – for clients who want to differentiate themselves through contemporary art.
ke time for prosecco