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THE VENICE – curated art collection from international career artists fusing new tech experience through the VELVENOIR IXA App.

Photo Credit (c) James Porschen

Photo Credit (c) Adam Latham

Photo Credit (c) James Porschen

Located in the heart of Venice near Lincoln Blvd, the four bedroom and four bathrooms home sits on 3,642 square feet ground. The modern home was built by award winning LA-based architecture firm Griffin Enright’s Architects and combines modern architecture with contemporary features. The developers were eager to sell a curated concept to their clients entailing a curated art collection from locally based artists – statement pieces to wow the new buyers as well as adding cultural capital to the estate itself. The provided brief was to curate and develop a tailored art concept in-line with the interior design, to highlight the uniqueness of the property and build international awareness through press coverage as well as private events.

VELVENOIR´s art consultant Alexandra Ray and Founder  Alexandra Schafer had been appointed to curate a contemporary art collection reflecting the luxury house and it´s interiors. It was essential to source locally based artists from California and offer a blended mix of emerging and established career artists’ works to be part of the entire property and design concept.

Alex Ray and Alexandra Schafer sourced and procured the art on site as well as provided the development firm with relevant marketing materials to help promote and sell the new estate – which just hit the market.

 Photo Credit (c) Adam Latham

Photo Credit (c) James Porschen

Photo Credit (c) Adam Latham

Photo Credit (c) James Porschen

The Vencie  invites people to experience a combination of contemporary art and the trendiest interior design objects with a pivotal key aspect – both in person as well as online! The IXA team, had Paolo Schmidt to program the bespoke VELVENOIR IXA APP www.ixa.velveonir.com , which is specifically created to bring flexibility and innovation into the aesthetic concept. You can access the app after receiving a personal invitation email which grants you direct access to the IXA app, followed upon a view that mirrors the exact interior space of the venue. Categorized into the different floors and sections, you may systematically be shown around the interior and click on any visualised object. This allows you to immediately view and purchase all furniture pieces and artworks throughout the exclusive venue via secured payment options or you simply email the IXA team with the enquiry button. The Venice house has been designed by the much-respected Griffin-Enright Architects and built by Parrish-Roback Developers, interior design by Jennifer Ridel and art consultancy by Alex Ray and Alexandra Schafer from VELVENOIR.

The house embraces a casual and luxe vibe tailored to the property- Almost every room is bathed in natural light that pours in from the floor-to-ceiling operable glass walls. A spacious living and dining room area that flows into the kitchen features tailored glass sliding doors to transition the property with the in-and outdoor.  A contemporary fine art photography collection, wall sculptures, and fine art paintings were carefully curated and placed within the property to complement the stunning design. The property houses emerging and established artists such as Fernando Mastrangelo, Amir Zaki, Hiroko Yoshimoto, David Llyod, James Porschen, Jock McDonald, Martin Balias and others. The focus within this project, was to add esthetical and fiscal value through contemporary art.

WHAT PEOPLE SAY…

When art went online, with the likes of ARTSPACE, ARTSY etc. I think no one thought it work—that people would never buy art that way. Well guess what? ….. art buying did shift that way and when Brett Gorvy, former head of Christie’s Contemporary painting, posted a Basquiat painting of Sugar Ray Robinson, on his Instagram,  it had sold in a few hrs, with 3 buyers clamouring for it. The buyer viewed the multi-million dollar transaction as an Instagram sale! Now, with our IXA app, we are encouraging people to also buy that immediate way. We are making the buying process of art as simple as it can be. The hard part-  the curating and sourcing has already been done—now anyone has to do is just be ball-sy and “click” and buy. They will still be connected to a consultant who will be there to answer and deal with all the typical details related to any art sale. From start to finish we are excited to provide a seamless service. I have had great success with the app model and I believe here at VELVENOIR we will start to see a rise in popularity among our clients.” – Alex Ray

Photo Credit (c) James Porschen

Photo Credit (c) James Porschen

Photo Credit (c) James Porschen

INTERESTED IN WORKING WITH US ON YOUR PRIVATE ART COLLECTION OR CURRENT PROJECT ?

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