Project: Mixed Use
Scope of work:
_Art Concept Development
_Contemporary art sourcing
_Transport / Logistic
_Installation on site
Around 200 selected works of art were exhibited, in a unique location, with twelve present artists from all over Europe, culinary and tasting wines by selected wineries, were part of the 1st Salzburg art salons and proved once more that the art market has much more to offer, as only the standard art experience a normal exhibition provides.
A harmonious interplay of art, design and music focusing on the famous concept “Salon de Paris”. Charming hostesses welcomed our guests with a welcome drink and already on the first meters you were attuned with the great works of art by artists Peschke and Classen, which was a great start to walk through our Kunst.Salon.Salzburg. Starting at the Kunsthalle with tall fine art photography by the artist Johannes Weinsheimer, moving on to Pop Art by Luc Waring, to stainless steel sculptures by Ludwig Haas, portraits of various Chinese factories from Jixin Wang, paintings by Catherine Thruner as well as collages by Patrick Garner and scribble on the glass by Wolfgang Müller. The classic art lovers, there are now very rarely – the “new” art connoisseurs usually expect an extended program this day. We developed an original concept, which presents not only outstanding art but together with interior design partners we´ve incorporated various trends and design ideas.
So the Salzburg Art Salon has been distributed to the full levels of the factory to provide not only more than 200 works of art to discover but also unique sculptures fitting into the overall concept as well as showcase various exclusive interior design trends or the ornate flower bouquets.
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.