ART CONCEPT DEVELOPMENT & COMPLETION | A HOME FOR YOU – The movement art collection curated for @BOUTIQUE HOTEL ALEX – LAKE ZURICH
Project: Alex Lake Zurich
Type: Boutique Hotel
Location: Zurich, Switzerland
Opening: Summer 2019
Curated & completed by Inês Valle & Alexandra Schafer
Scope of work:
_Art Concept Development
_Installation on site
We are thrilled to share, that we´ve completed the installation on-site at the newly developed boutique hotel Alex Lake Zurich. A permanent art collection and exclusive art concept, with works from international career artists from Serbia, Portugal, USA, Italy and from an indigenous community await guests while staying at the hotel. Art that shares people´s stories, communicates their tradition and culture…
A curated and tailored art concept by VELVENOIR was inspired by the surrounding of Lake Zurich, as well as the hotel´s architecture by Marazzi + Paul and the interiors´ designed by BradyWilliams, and the strong philosophy of the Campbell Gray Hotels – VELVENOIR, Ines Valle and Alexandra Schafer, have curated an art concept that speaks for itself through the original artwork sourced and commissioned from artists across the world that for sure will reflect the entire ALEX´s experience.
“Movements” is how the two art consultants have called the permanent art collection, which plays an essential part at this boutique Hotel, where they have closely worked with emerging and established career visual artist to bring into Alex Lake Zurich original artworks (painting, drawing, ceramic art installation) as well as, bespoke artworks and special indigenous vessels.
“A Home for You” was co-curated by Inês Valle and Alexandra Schafer, where they focus on the conceptual notions of home, belonging and life-sharing. As we all know, ´Home´ is the place where we feel safe. We share it with family and we welcome our most special friends. Ultimately, ´home´ is a place to refill our energies and relax from a ruffled and busy day. These are some of the characteristics that can make “home” such a special place for all of us.
“For us, it was important to not reveal too much – as we do believe the art experienced best is in person at the hotel” – Ines Valle & Alexandra Schafer
The team who completed a project
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.
Inês Valle is a transcultural curator, art consultant and writer based between London (UK) and Lagos (NIG); specializing in African and Aboriginal contemporary arts, international social engaged art practices, art and communities, and in intercultural dialogues. She is a Founder / Director of the CERA PROJECT, an itinerant art platform for art that falls outside of Eurocentric and Western narratives, which encourages critical engagement with contemporary global issues, fosters conversation between artists, curators, writers, scientists and collectors.
Valle holds a BA in Visual Arts and a MA in Curatorial Studies both at the Faculty of Fine Arts of the University of Lisbon. She has collaborated with art organizations across the world, including in Argentina, Australia, Congo, France, New Zealand, Nigeria, Palestine, Portugal, Rwanda, United Kingdom, and Zimbabwe. Currently, she is working on a major museum exhibition of the Argentinian artist Marcelo Brodsky at Berardo Museum in Portugal, as well as to the first edition of FRAT– the first Art and Technology Festival in West Africa, that she co-founded with the HFactor Collective in Nigeria.
Inês Valle supports our VELVENOIR AFRICA/AUSTRALIA advisors with various residential, hospitality and commercial projects with her curatorial expertise and know-how as well as supports our clients with our VELVENOIR services throughout the entire development process.