DISRUPTING THE NORM: REIMAGINING ART CONSULTANCY FOR THE HOSPITALITY SECTOR

Rachael Brown, co-founder and creative director of Capsule Arts, on why the hospitality design sector needs a new approach to art consultancy

When we started Capsule Arts 12 years ago, it was a hard sell to get an art consultant appointed onto a project, and most supplied art was poster prints.

Happily, times have changed and now most RFPs will include a scope of work for an art consultant, or at the very least have a note of importance. This scope is often taken on by the interior design team, or a specialist art consultant is appointed.

Art has all too often been overlooked, but as the region begins to understand how crucial art is to the ambience and identity of a space, our time is coming. It’s not just about filling a wall; it’s about telling a story, creating an experience, and leaving a lasting impression.

Unfortunately, the current approach to art consultancy in the hospitality sector creates a series of issues that can be detrimental to the overall design vision.

I’ve recently observed some concerning trends in the industry. Too often, projects appoint an art consultant early on, tasking them with selecting and specifying each and every artwork years before the project’s completion. By the time the hotel opens its doors, the chosen art may already feel outdated, or worse, the artists’ careers have shifted, leading to inflated prices that no longer align with the project’s budget.

On the matter of budgets, it’s clear that cost consultants often underestimate the appropriate value of artwork in a project, as it extends beyond its physical material. Consideration needs to be made for varying aspects such as how the art is positioned within the brand identity, design aesthetics, and against competitors in the market.