The Florentin, Frankfurt – Althoff Collection
Task
Art Consulting, Curation, Art Commissions, Styling, Procurement, Installation on-site + Documentation
VELVENOIR was engaged to curate, commission, and realise a permanent contemporary art collection for The Florentin, part of the Althoff Collection. The project was developed in close collaboration with the client, Feuring as project management partner, and the interior design studio Unscripted.
From the beginning, art, interior architecture, and spatial planning were developed in parallel. Curatorial decisions, material choices, and spatial placement evolved in dialogue with the interior concept, ensuring that the collection became an integral part of the hotel’s structure rather than an applied layer.
Working with 11 international and European-based artists, from emerging to established practices, VELVENOIR developed a collection of 471 original artworks.
The scope included commissioned series, site-specific works, and curated acquisitions, all produced and procured to museum standards and installed across 134 guestrooms, lofts and suites, corridors, and all public areas.
Throughout the project, VELVENOIR worked as curator and art consultancy, developing the art concept, briefing and commissioning artists, acquiring works on behalf of the client, overseeing museum-standard procurement and installation, and coordinating closely with Feuring and the client directly, to ensure seamless integration across all areas. Furthermore, the team behind VELVENOIR was in charge of styling all guest rooms and public areas, to ensure a red threat connects the art and accessories in line with the develop art narrative and concept.
The resulting collection invites guests to pause, become inspired, and reflect.
Collection Overview:
– Permanent contemporary art collection
– 471 original artworks
– Commissioned series, site-specific works, and curated acquisitions
– Integrated across 134 guestrooms and suites, corridors, and public areas
