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case study of the process behind

The process behind - Project Insights

The owner of a private luxury yacht appointed Hartmann Designs to carry out a soft interior refurbishment throughout the vessel. Alexandra Schafer & Lucy Wigglesworth assisted his team on the art sourcing and concept development for this unique project.

Collaboration is key for us and the way we work with our clients – in this case, we were thrilled to collaborate with the passionate interior designer Roland Hartmann and his team on this superb yacht project. This case study outlines the process conducted behind and the shared passion for interior design and contemporary art.


We were approached by a London based interior design firm who were redecorating a luxury private yacht based in Nice. In accordance with the new interior design concept, we were asked to source artworks to adorn the yacht’s main salon, hallways, and bedrooms. Due to the unique nature of the space, the artworks could not stray from exact size requirements. Since the yacht was being prepared for sale, the owner didn’t want to invest too heavily and set a budget for the artwork, to be completed by mid-March.


The interior design concept was largely centered around a neutral palette with highlights of color in different areas – deep purple and green in the main salon, blue in the master suite, coral and aqua in the guest cabins. With a relatively small but striking space, we focused on light colors with a nod towards a nautical theme and selected darker statement works in larger spaces.


_Size restrictions
_Artworks to go hand-in-hand with the design concept and budget
_Different mediums from international emerging artists





Alexandra Schafer

Alexandra Schafer, the driving force behind the international brand – VELVENOIR. A hospitality and marketing professional who brings her passion for contemporary art into the company. Having worked over 10 years within the field of hospitality, events, marketing and PR – she decided to build a company which not only makes contemporary art accessible at a global level but also has a personal and professional approach as part of the entire art experience. Through her entrepreneurial and hands-on approach, she has built a firm that breaks the boundaries of today´s art world and targets strategically niche industries.  To make art acquisition a personal experience and an exciting journey for her clients. Alexandra has been acquiring, curating and installing contemporary art from emerging to established career artists sourced from leading art galleries and art fairs as well as from artists to place within various residential, hospitality and commercial projects to create unique art experiences around the world together with a global network of experts, she selected and vetted to join her on the journey to transform her clients collection and spaces.

A clear understanding and passion for international collaborations have led Alexandra to partner with the best in class experts across the globe, who share the same belief and philosophy, about the power art has and how it cultivates a culture within any estate. Through her global network, she is able to bring in experts when needed but also supports her clients from the initial meeting until a bespoke communication strategy tailored to the art collection, brand as well as the estate to highlight the art investment as its own unique selling point.

Alexandra´s exposure to richly diverse cultures informs her entire approach and unique ability to translate each client´s desire to acquire contemporary art with a personal service allowed her to offer global access for her HNWI to acquire top-notch art for their private collection or project.  She gained invaluable experiences and insights throughout the last 10 years while living in London and Sydney.  Throughout the years, she worked for companies such as Four Seasons, David Jones, Merivale, HSBC, Sportsworld, The Star Sydney and many other boutique firms. Since 2014, she has been developing the brand VELVENOIR to an art concierge with three essential departments (the V Agency, The Blue Chip Brokerage and the Art Consultancy / Advisory) to ensure she can cater for any client who requires contemporary art or firms who are looking to incorporate contemporary career artist within their branding strategy.


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