Beyond the white cube, Vienna
Art has always shaped how we see the world. But what happens when we take it out of the gallery and let it live in the spaces we inhabit? With ART X INTERIOR, we set out to answer that question — transforming a showroom in Vienna into a living dialogue between contemporary art and interior design.
In collaboration with Steininger, we developed a curatorial approach that redefined how art can be experienced in a design environment. Each work — from site-specific installations to carefully chosen fine art pieces — was positioned not as decoration, but as narrative. The result was a showcase where art and design converged with authenticity, courage, and international resonance.
Drawing inspiration from luxury real estate practices in New York and Paris, the project introduced collectors to a way of engaging with art that felt personal yet visionary. A museum-standard collection — presented not in isolation, but integrated into architecture, materials, and lifestyle.
The benefit was twofold: for collectors, an invitation to imagine how art could transform their own spaces; for brands and developers, a blueprint for how culture can elevate the value and meaning of an interior.