< PreviousIn the studio commercialinteriordesign.com May 2021 30 IN THE STUDIO WITH... Vijita V Morray, founder of Furnature Tell us more about you... I moved to Dubai in 2003 after completing a diploma in interior designing and decoration and a degree in fi ne arts from the Sir JJ School of Arts [in Mumbai]. As a family orientated person, I chose starting a family over exercising my profession to its full potential. Vivek, my husband an interior designer himself, had established his own interior designing enterprise. As our family grew and the kids got older, my husband persuaded me to start practicing my profession again, through smaller works fi rst such as interior design projects, wall murals, sculptures and art installations. Through these I was able to reconnect with my passion. Eight years ago I bought home my fi rst pet, a cat we named Chloe. Sometime later we got Chloe a feline companion, introducing our new addition Max. When we got Tyson, our French bulldog, the family felt complete and I was determined to make our house more comfortable for our pets whilst maintaining our decor. However, what the pet furniture market had to offer was bland and off-putting. Vivek and I decided to design our own furniture that complimented our current living space while allowing maximum comfort for our pets, and help tackle our problems as a multiple pet household. Friends and family encouraged me to explore this and the time I had during the pandemic allowed me to ponder and refl ect on this idea. With the help and support from my husband and loved ones I was able to execute my dream and design pet furniture, to blend in with one's current living situation. I started Furnature in August 2020. We custom-make pet furniture to fi t animal lovers' every need and requirements. Describe your studio… My studio is in Dubai's Business Bay and my workshop is at Al Quoz. It's a versatile working space that enables my full creative potential with its enlightening atmosphere. I work from both. The creative/artistic part of my work happens at the studio and the practical/construction part takes place at the workshop. How does your day start? Planning my to-do list for the day. I typically spend my morning half responding to all the emails/messages, making quick sketches and quoting for designs which I believe is done with a fresh mind. I then head to the workshop to check on the status of products/projects. What are you working on right now? We are making some rabbit enclosures and tortoise runs. I recently designed a dog crate for a lovely couple who wanted to help their rescue settle in by giving him a quiet place to rest at the same time keep him close to where they sit right next to the sofa. They wanted me to design a crate doubled as a side table, so we have used an interesting combination of a metallic grey and light birch wood What are the high points and challenges of the day? To see my design come to life at the workshop and to hear positive feedback from the clients on the products designed exclusively for them. The biggest challenge I face is responding to the numerous enquiries I get on a daily basis asking me for a design and a quote. Since I believe in giving personal attention to all the requests, it gets pretty hectic at times. How and where do you seek inspiration? Being a pet owner I would like to give my pets the best in terms of comfort and would love to integrate their furniture into my living space. Watching my animals use the products that I make for them inspires me to create. Apart from my quest of providing my fur-babies the best in comfort, I get my inspiration from observing designing trends in the world around us. I love to read, to educate myself more about different pets and what they like, their dislikes, their characteristics all help me understand them better in order to be able to design for them. What's on your desk? What are you listening to? Sketchbook pencil, markers' paints brushes and a measuring tape. I love listening to music and I have a different playlist for different moods. Tell us three bookmarks on your browser Pinterest, Instagram, Design Milk and hauspanther. I love Kate Benjamin's design for cats. What do you love about your offi ce space? My studio is a huge blank canvas, an open space that is constantly changing to the new challenges I take on. When I am working on a painting it becomes a painting studio; for a meeting it becomes a conference room. I love the tall windows and the view, more importantly the residence is exigent and helps keep me motivated and inspired. Furniture takes shapeCEREMONY: WEDNESDAY SEPTEMBER 29, 2021 FOR ATTENDANCE ENQUIRIES, CONTACT: ANTHONY CHANDRAN TABLE SALES EXECUTIVE TEL: +971 4 444 3685 EMAIL: ANTHONY.CHANDRAN@ITP.COM FOR SPONSORSHIP ENQUIRIES, CONTACT: JAMES SPERRING SALES EXECUTIVE TEL: +971 4 444 3477 EMAIL: JAMES.SPERRING@ITP.COM FOR NOMINATION ENQUIRIES, CONTACT: SIMON RITCHIE EDITOR, HOSPITALITY GROUP TEL: +971 4 444 3550 EMAIL: SIMON.RITCHIE@ITP.COM #HotelierAwards HOTELIERMIDDLEEAST.COM/AWARDS Nominations now openCommercial art commercialinteriordesign.com May 2021 32 A celebration of the UAE ar t industry, one year on from a pandemicCommercial art 33 May 2021 commercialinteriordesign.com P h o to gr ap h y - A le x R am os , IG :@ so p h ia al ex x P h o to A rt - M el vi n S an M ig u el , IG : @ m el vi n .s mCommercial art commercialinteriordesign.com May 2021 34 Neel Shukla The UAE's art industry is operating in an unprecedented market – in a country that is approaching its 50th anniversary, a place that is a melting pot for cultures and with a hospitality sector that's gone through supersonic growth. Though the trade of art and art related consulting is not a new industry internationally, the nature of artistic integration is quite novel. The art professionals serve their offerings across a vast commercial terrain. Hotels, F&B, HQs, hospitals and educational facilities all explore art in a very unique way, different from the community-centric stoytelling of public spaces like malls, developments and theme parks. Various consultants have different strengths but together the market is served – Capsule Art specialise in accessory packages and art consulting to offer service providers a full art solution, while Art Painting excels in art production. Art consultants such as Drawdeck, are the go-to for framing, printing that supports the B2B business strategy. Four Seasons Ramesh Gallery has a strong sculpture and fabrication team. The veterans 17A, a sister company to Jam Jar, work on hospitality art consulting. Malorie Art Consultancy a story and guide the guests through a visual journey. Good artwork in hospitality should trigger conversation, memories and a personal experience for the guests. Throughout my years' experience, the most successful projects are those that introduce artwork in the early stages of development so that the art and the interiors are not separate entities but work as one collective experience. Unfortunately a lot of artwork in hospitality these days lack exclusivity and are often taken directly from websites like Pinterest. I believe in order to differentiate yourself as an art consultant within the region, the client needs to see that you have taken the time to research and develop something that's unique. In all my projects, I spend a signifi cant time conducting research on the location of the project – understand the local heritage, the history, the local lifestyle, converse with the artisans – which I then translate into a rich story that is relevant and has purpose with meaning DONNA TZELEPIS CREATIVE DIRECTOR, STUDIO FEEL We really believe that art should make you feel something. We take that very seriously and develop compelling stories and narratives, we do all the research and we use our knowledge to create art that the designers feel is truly connected to their vision. Communication is so key to all of this too and I am grateful that we don't just work with our clients once but again and again. We are also really proud of our ability to offer an end to end solution. Art is a tool to convey a story and guide the guests curates tailored 'storytelling' and the new comers such as Four Dots and Studio Feels deliver interesting bespoke projects. We asked them all to refl ect on the sector one year on from the COVID-19 pandemic and here's what they told us. MALORIE FOURRIER ART DIRECTOR, MALORIE ART CONSULTANCY Working as Emaar's art curator, I've been given a lot of opportunities to develop artwork within the public realm, bringing international artists to the streets of Dubai enhancing appreciation for artwork within the region. The fundamental root of interior design is to essentially enhance a space and give it personality and identity. Art plays an indispensable role to building this identity, where the artwork enhances the narrative the ID is conveying through colour, unity, form and balance. Art in hospitality plays a role that is more than just aesthetical but creates real memories and experiences for the guests. I believe the art industry has grown over the past 10 years, where art is no longer seen as a place holder or a way to add color to a space. It is used as a tool to convey Commercial art 35 May 2021 commercialinteriordesign.com The beauty of art is that it can tell a story. Every project is unique and by working with the ID team to do contextual research and to build a narrative art can be used to create multiple emotions to it's visitors. In hospitality art can create a sense of luxury, a sense of heritage, a sense of relaxation, a sense of wonder – the list goes on. In offi ces It might create a sense of engagement, vitality or a sense of pride for the employees of a business. Our job is to make our clients life easier, their projects more enjoyable and the fi nished collection of art something that is uniquely special to the project. Commercial art is also about adding value from both impact on visitors and marketing for the brand. I would love to see more hotel companies investing in art as a legacy of a brand, something to be kept and valued longer term. This could also be through more meaningful programmes and investment to create a commercial vehicle for artists to become more recognised visible and then ultimately more valuable, it would create a great circular model that everyone would benefi t from. NEEL SHUKLA CREATIVE & MANAGING DIRECTOR, FOUR SEASONS RAMESH GALLERY Art does not have a functional or practical role in interiors but its presence plays a vital role. I feel in residential projects, art is very personal and more respective to the client's taste and expressions. In commercial projects however, I am seeing that art is becoming the focal point and emphasis of many spaces. It serves as a signature statement evoking awe, curiosity and interest from viewers, ultimately the direction intended by the client. This is a great feeling for our creative community Art offers a very personal experience for people and many times people do not see eye to eye when it comes to art appreciation or interpretation. The customer experience is quite subjective to their perception of their likes and dislikes. Overall, due to the vast information available, customers are more informed about art and more receptive to art in public spaces. There was a point when art was used in price points based on star rating. But now some lower star rating hotels are placing vanguard artworks to make their brand stand out. I have seen many three- star hotels outdo higher star properties because of spectacular art elements. Art can certainly be used to create stories and themes as part of the grand story. Whether it be the very classical Palazzo Versace Hotel or the ultra-modern W brand from Marriott, art can speak both languages and enhance both venues' themes and styles. Social media is playing an important role in hospitality and retail business. These businesses are seeking recognition and looking for customer engagement for success, therefore, yes, I think art is integrated more in hospitality and retail projects today. Is commercial art unique? Can you consider commercial art created by Andy Warhol unique? He was truly the fi rst commercial artist and probably the most successful in the world to this date. It's the idea that makes any art unique, whether it is commercial or a blue chip artist. BENJAMIN WEBB SENIOR ART CONSULTANT, FOUR DOTS STUDIO The relationship between art and interiors is highly situation dependent. Sometimes they come together holistically, in that art is an integral element within the material, aesthetic and narrative details of a design scheme. Other times, it can be a beautifying addition to something that is already cohesive. The integration or addition of an artwork can be the difference between someone really feeling a space has been designed with them in mind, or their feeling out of place and forgotten. Art, in unison with design and other FF&E, can be used in different degrees to bring a theme to life. For instance, you can create a more authentic Turkish tea house by using dallahs, lamps and kilim as props, even if they are not essential. But you cannot design a Paramount or Warner Bros. hotel without iconic cartoon characters or movie stars on the walls Historically it has always been an add- on – such as a dramatic framed painting above the mantel piece, but now it can be the front desk, the signage, or the walls themselves. Art consultants should be skilled in understanding the mind of the interior designer, legendary attention to detail, perseverance and patience. Professing to one particular strength can be to your detriment if it gets you pigeonholed. I think we latch onto the DNA of a project very quickly. We get it both in terms of the overall creative vision as well as the operational heft needed to deliver it. Our framing studio team can also frame just about anything. SAMANTHA FULLER HEAD OF PROJECTS & DEVELOPMENT, 17A ART CONSULTANTS I have worked in the art industry for over 20 years in Dubai and 17A collectively has over 40+ years experience. We are a multi-disciplinary team compromising of fi ne artists, art retail, art procurement and production experience as well as interior designers. We consider projects from every angle, aesthetically and commercially. When I tell people I'm an art consultant they immediately imagine I look at art all day and say ,"wow, what a cool job," and it is, but there is so much more to it. Art is subjective and emotive so every human responds accordingly. We have to embrace the needs of all stakeholders, so the artists, the IDs, clients, suppliers, the end users and the accountants. We have long-standing relationships with artists, suppliers and manufacturers giving us a comprehensive toolkit to work with. We also understand the regional sensitivities and the diverse demographic here which is extremely important. Art has the power to truly defi ne and enhance the ID. Focal points of visual While art has no practical role, it has an integral oneCommercial art commercialinteriordesign.com May 2021 36 theme and intent – the icing to the cake. Art gives personality to a space. Art is profoundly human. It is created by humans and is often an expression of the artist's experiences and emotions. So by default humans respond to artwork more emotionally than let's say a chair, or a cushion cover. Art therefore has the power to calm, relax, excite, impress and/or move a guest, making the person feel connected to the space and create memorable experiences. We are fi nding that the hospitality industry is becoming less homogenised and is demanding more defi ned aesthetics through artwork that create an experience for guests. Artwork is the perfect visual solution. One exceptional artwork in a room can transform the space and how guests 'feel' in that space. In addition the requirement for 'Instagrammable' is where the artwork delivers. The artwork in a property immediately refl ects the star rating of a hotel by the style and quality of the fi nishing. In this visual age, guests are infi nitely more aware of art and indeed there is an expectation that a fi ve-star property will be furnished with fi ve-star artwork. Generic, digital artwork prints in cheap frames tells a guest, even subliminally, they are staying in a budget hotel. Conversely, thoughtful and well executed artworks tell a guest the property has not cut costs and taken care of every detail which makes them feel considered and amongst a luxury experience. Art is also critical in themeing venues as a single brushstroke can transform a space. This is when we can go way outside the box and really get creative with artwork; murals to fl oors, ceilings and walls, sculptural and 3D artworks, textile art and interactive installations using light, motion sensors and robotics, these elements really defi ne the brand and seal the experience. A perfect example is the work we did at Radisson Red with APL and regional artists. The bold illustrative artwork in black and red graphic wall covering, defi nes the hotel and the brand. For Vida Um Al Quwain, the artwork equally defi nes the space but using organic, textural, heritage and up-cycled artworks using only UAE based artists. We are passionate about supporting local talent and local businesses in the UAE, especially now. In my time here I have seen the art market mature and so it's even easier to curate diverse and quality artwork collections that provide stunning aesthetics cost effectively. It also means we can manage the quality throughout by visiting artists and suppliers, as well as reducing timelines and cost by excluding shipping requirement. Competitive edge drives clients to have something new and different in their venues. Art provides this. It's immediately 'Instagrammable' and then the marketing is getting done. It's about repeat business too, when a venue has cool and interactive artwork, then guests return and bring their friends. We are working on more and more interactive and sculptural art as a direct result of this need, both in venues and outside in the public realm. Developers are investing in art for community spaces, using art as positive and interactive anchor points, especially at this time when people are staying within their communities more and traveling less. ALEX NORSTRÖM-DUNN AND DAVID HAMMOND MANAGING PARTNER AND MANAGING DIRECTOR, DRAWDECK Adding art to your walls is one of the most transformative interior design tricks. It can be the critical element that complements the interior space and unifi es the area. It gives a space instant prestige and adds colour, dimension and texture. It's not just interiors, it's also the exterior architecture/landscaping that you need to integrate murals or sculpture work within the public space. It's not easy to create the perfect piece, but once you start, it can become addictive. Art has always had a relationship with humans. However, as a customer experience channel, it is becoming more important than ever. Art, brands and venues continue to integrate their industries which creates outstanding results. The diversity of artistic infl uences that are being showcased today gives the customers a newfound interactive relationship and experience. Everyone is looking for the next 'Instagrammable' piece, love it or hate it, it encourages clients to start making artwork a more prominent feature in their design process. Each star rated hotel will be targeting different demographics. For instance, a three- star hotel maybe aimed towards a younger more millennial client, while a fi ve-star hotel might be angled towards an older generation. Unfortunately, more time and effort into the curation is usually found with the higher-rating, but that doesn't have to be the case. Artwork that really speaks to your guests and adds value doesn't have to be expensive. Art should be used to help tell the narrative of the project. Whether that is through the use of colours, styles like classical paintings, retro futurism or minimal abstract content, textures or 3D. Even the materials used, in the creation of the art or the style of frame you use can help with the theme of the venue. The current business environment has made it more vital than ever to make your venue stand out from competition and we see many clients placing more emphasis on using art within the design to engage with visitors. Our company covers all facets of commercial art in-house. From the initial curation and design stages right through to the installation of a mural or simply hanging frames inside a hotel guestroom. Having a lot of capability in-house allows us to be fl exible when problems may occur. It means we're less reliant on unpredictable suppliers & can to an extent, keep control and ensure quality. SOPHIE KAILA AND MICHAEL WARD CREATIVE DIRECTOR AND MANAGING DIRECTOR, TWO Originally hotels would purchase artworks from companies who would produce Use art to tell the narrative of a projectCommercial art 37 May 2021 commercialinteriordesign.com artwork en masse. Now, hotel owners are more discerning about what goes on their walls, with more hotels featuring world- class collections of their own One area designers could benefi t from the input and guidance of a consultant is in art selection. Whether it's commercial or residential, outsourcing to a specialist adds undeniable value to the entire process. The artwork is often an afterthought when styling a new space but adding art to your walls is one of the most transformative design tricks – it gives a space instant kudos and adds colour, dimension and texture. Art is intrinsic to the design process and should be considered part of the framework. Art has become synonymous with design. Engaging an art consultant at the inception of any design project means we can integrate functional art into the framework. Customers are increasingly craving exceptional visual experiences so incorporating art into a hotel's interior design at the outset helps us achieve that. It is essential in communicating a brand's visual identity too. We fi nd that clients who onboard during the concept phase achieve the best results. Considered deployment of artwork pieces within an environment enriches the customer experience by providing emotional resonance, a sense of individualism and personality. Visual art infl uences customer's fi rst impressions, and sets the tone. Extraordinary art collections aren't limited to luxury hotels only. Smaller, affordable hotels can use art to leave a lasting impression on their guests. The focus is fi nding an ideal point between luxury and price. For hotels on a budget we stick to the essentials but do them well. Rather than supply generic prints we connect with local artists to create reproductions of original artworks, by using authentic one-of-a-kind artwork we give guests a taste of local culture as well as more boutique experience. Guests are looking to immerse themselves in local culture, meet people and learn about the societies they're visiting. People are increasingly seeking an authentic connection to the places they visit. We facilitate this by uniting the best stories with the fi nest art to give guests an authentic connection to the places they visit. Owners are now realising that artwork they purchase for their properties is as big a statement about their brand as any other interior choice. This full end-to-end service is helping us and our clients to source and fabricate works locally, reduce project lead time by 30 percent, remove duplicate contractor roles creating ease and effi ciency in project management and offer competitive pricing on consultation, design, procurement and production. Clients who work with a single, tightly-integrated team get the best results, not just in quality but in project management and budget. RACHAEL BROWN CO-FOUNDER AND CREATIVE DIRECTOR, CAPSULE ARTS In our experience [with co-founder Deepa Bhatia], both our clients and the design have benefi ted greatly when we have worked together from the beginning of a project, as it creates a more collaborative relationship with the designers. Art placement should be purposeful within design and not just an added layer at the end as a last-minute thought. We really focus on the curation of a project's art Capsule Arts placed Stephanie Neville in Vida Emirates Hills DubaiCommercial art commercialinteriordesign.com May 2021 38 collection and consider how we can impact the space and create memorable moments in the guest's experience. We take on a similar approach to concept development as some interior designers do, where a story can be developed through materiality, texture, line and form. In the case of what we do, we're focused on bringing out those principals through the art and accessories, adding depth to the design. A key strength of Capsule Arts is undoubtedly our diverse and talented team and their approach to projects. We're incredibly proud of our team - the creativity, professionalism and dedication that they bring to their work and to our clients is exceptional. At the start of every project, we begin with an art strategy, which comprises of the art narrative, driven by the interior design concept, as well as the brand, and destination. By encompassing these three aspects we're able to create a meaningful connection between art and the guest experience. It's also an important tool in our process as it becomes an anchor for the art collection and guides the client through each stage of design – by removing this subjectivity factor you're able to achieve greater results. We've built a team who have specialist art knowledge specifi c to commercial interior design. Their defi ned roles mean you're getting an expert in their fi eld from design and curation, to execution in production, through to sourcing, logistics and styling. They're constantly driving to be the best at what they do and produce high quality designs and fabrication. The pace of projects in the region is incredibly fast and development is happening everywhere. Art helps to differentiate and therefore needs to be unique and original, and because of this you've always got to have your fi nger on the pulse and be one step ahead. With this in mind we brought an art curator into the team whose sole focus is artist liaison, as well as research and development. It's important for us that we are able to continuously introduce our clients to new artists and products, as well as offer in- house art services. As a specialism within interiors, you also need the technical skillset which is why our team are trained and experienced in design software such as AutoCAD, Adobe Creative Suite, and Sketch Up. When it comes to design, we mirror the interior design process from concept through to specifi cation. It's invaluable to have a consultant during this phase of the project who is a specialist in art and accessories. This focused attention when co-ordinating all these elements, adds value to the design and outcome. For production, it's not simply procurement as there are a lot of details to manage working with multiple artists and suppliers, therefore we handle production with full project management services. Accessories was something we started to take a specialist approach to, a few years into the start of our business. We could see it was a real pain point in projects and so we began consulting on this aspect from design through to supply and styling. It's now become a specialism of the team with many large-scale fi ve-star hospitality properties under our belt. SAM SALIBA FOUNDER + CREATIVE DIRECTOR, ART PAINTING LAB The role of art within interior design is to help elevate the design concept, support the mood of the room and tie in key elements for higher levels of detail. The right artwork can quickly transform the entire look and feel of a space, play on contradictory elements or even create synergy. Larger pieces give proportion and bring scale, thematic pieces of art can create feelings of association and engages a person's imagination. For example, a beach resort will create resort associations while a city hotel may want to capture the eclectic vibe of the neighbourhood. Well-considered art is situated in a very thoughtful manner, it navigates the space to greet, guide, and delight a guest. Art is subliminally conversing with a guest throughout their journey through the venue. When we navigate spaces we bring our own history, personality and mood into a particular space. Well planned art has the ability to impart on the present moment and with that it has the power to enhance a person's mood, sociability and overall sense of belonging. The right piece can transform the entire feel of a spaceCommercial art 39 May 2021 commercialinteriordesign.com Radisson Red Dubai features work by local artists including Art Painting Lab There are industry sectors that integrate art as always, such as upcoming hotels. The new emerging sector is an increase in refurbishments and workspace art. Venues usually follow a zeitgeist. Art will dress the walls, decorate the introduction to the venue, interact with ceiling elements. It can be a shock feature or the blended unseen elements that don't dominate. Ultimately the overall vision will make use of art the best placed to achieve the desired serenity or the power punch. Art can be integrated at any time, however the earlier the better. When art is integrated at pre-concept and concept stage, it can really merge with the design concept and brand. The various invested teams will communicate with one another and consider all the important touch points. The result, a well composed space with a touch of fl air. As an art entrepreneur being able to solidly understand the business side and artist mind allows us delivery genuinely creative work while offering a seamless service to the business community. Having a team of reliable, talented creatives to entrust projects to is the heart and soul of our success. The term commercial art is confusing because every art is commercial in its own way. I believe the best term that describes what we bring to the ecosystem is "bespoke art." Creative possibilities are explored in the best interest of the end consumer and the space at hand. Next >