Client: Interior Design firm, Vienna, Austria
Project: Showroom Collaboration
Scope of work:
_Art Concept Development
_Contemporary art sourcing
_Installation on site
_PR & Marketing Campaign
Our brief was to create a unique art concept around the showroom interiors, located in the heart of Vienna, to boost brand awareness, grow brand internationally and align it with contemporary art and in-house art consultancy services.
Our aim with this project was to break the boundaries on experiencing contemporary art and design. Through this collaboration, Alexandra Schafer and Claire Alliot Soto carefully curated and exhibited an international array of museum standard established and emerging artists.
We hosted an opening evening called ART x INTERIOR where both firms invited art and design enthusiasts, architects, art collectors and press to gather and experience the overall concept and experience it all first hand. This concept was developed and tailored to the real estate, commercial and hospitality clients within Europe, to experience art and design first hand and to understand the importance of adding a curated, engaging and interactive art concept within the design as part of new developments.
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.
Claire Alliot Soto
Claire Alliot Soto,has worked extensively in the art world since 2010. Since completing a BA in Culture, Curation and Criticism at Central Saint Martins, College of Art and Design, London and a BA in History of Art at the Sorbonne University, Paris, she has engaged with the contemporary art scene, working both for the private and public sector. First working at the FRAC Ile-de-France / Le Plateau (Regional collection of contemporary art in Paris), she gained her consultancy experience at Laurence Dreyfus Art Consulting in Paris, managing a number of high profile private collections and dealing with blue-chip galleries and established artists.
Back then, she engaged closely with the work of internationally acclaimed artists Olafur Eliasson, Anish Kapoor, Anselm Reyle, Robin Rhode and Tomás Saraceno among others. She also collaborated with respectively British and Romanian art magazines Art Review and All Hollow. Since 2016, Claire supports VELVENOIR with her expertise and know-how on various projects.