THE VENICE Curated art, branding, pr and event management meets property sales strategy – Los Angeles, 2017
Located in the heart of Venice near Lincoln Blvd, the four bedroom and four bathrooms home sits on 3,642 square feet ground. The modern home was built by award winning LA-based architecture firm Griffin Enright’s Architects and combines modern architecture with contemporary features. The developers were eager to sell a curated concept to their clients entailing a curated art collection from locally based artists – statement pieces to wow the new buyers as well as adding cultural capital to the estate itself. The provided brief was to curate and develop a tailored art concept in-line with the interior design, to highlight the uniqueness of the property and build international awareness through press coverage as well as private events.
Alexandra Ray & Alexandra Schafer had been appointed to curate a contemporary art collection reflecting the luxury house and it´s interiors. It was essential to source locally based artists from California and offer a blended mix of emerging and established career artists’ works to be part of the entire property. Alex Ray and Alexandra Schafer sourced and procured the art on site as well as provided the development firm with relevant marketing materials to help promote and sell the new estate – which just hit the market.
Additionally, we invited HNWI, art collectors, Family Offices to the estate to join us for private art encounters. Part of our holistic approach during this project was to cross-promote the entire property throughout our social media, newsletter and media contacts – to build global awareness and support the sale of the estate. The outcome of was international press coverage and features about the unique art, design and tech approach we incorporated and the estate sold within a couple of months.
OUR SCOPE OF WORK
THE TEAM WHO WORKED ON THIS PROJECT
Alexandra Ray gained a BA Honors Degree in Fine Art at Central St. Martin’s in London, England, and an MA in contemporary art at Sotheby’s Institute in London. Born in Los Angeles, her family moved to London where she grew up and received her formal education. After college, she went on to have a successful career as an editorial photographer for magazines worldwide. In 2002 she launched Five Senses Interiors, an interior design company, with an art advisory add- on service, whose guiding philosophy was to stimulate the senses through color, visual art, texture, sound and customized scents.
Due to her earlier training in Fine Arts she began to focus on projects that would integrate contemporary art into both corporate and residential spaces. Alex Ray also began dealing privately in art in London at the pinnacle of the exploding British Art scene in the late 90’s and dealing has been a passion ever since. She has been responsible for contemporary art acquisitions for numerous corporate art collections and individual purchases of blue chip and emerging works, both in Europe and the USA. Having relocated to the San Francisco Bay Area in 2006, she set up Five Senses Art Consultancy on the West Coast, focusing primarily on European Contemporary art and emerging American art. 2016 saw the change of her consultancy name to Alexandra Ray Art Advisory. She currently serves as a member of San Francisco MOMA’S SECA (Society for the Encouragement of Contemporary Art) BAMFA, Artadia, and is a board member for StART Up Art fairs in L.A and San Francisco.
She currently hosts and curates pop up exhibitions, showcasing new talent every few months in the Bay Area and supports VELVENOIR throughout various hospitality, residential and commercial projects within the West Coast Area.
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.