Industry insight: the power of art in hotel design

More than ever before, there is a demand among modern travellers for hotel operators have to create destinations we feel a connection with; a place we want to spend time in. Interiors, therefore, need to captivate, inspire, and resonate with us. Art can do that and so much more; art has the power to stir our emotions and leave a lasting impression. It’s no wonder that so many designers turn to art to inject personality into an installation but commissioning the right piece of art for your project is a craft in itself.

That’s why, in a search for creativity post-lockdown, I have decided to catch up with Clare Howlett, artwork design manager at Elegant Clutter, to see how the brand is engaging new artists and the process it applies when pairing artists to projects.

“We go on a creative journey with our clients. We start by drawing out the narrative to reveal the story and spirit of a place.” – Clare Howlett, artwork design manager at Elegant Clutter.

“One of the biggest advantages of being an art consultant is that we are not constrained by a house-style,” explains Howlett. “At Elegant Clutter we go on a creative journey with our clients. We start by drawing out the narrative to reveal the story and spirit of a place. We’re not about finding a theme; we are about how we amplify  character through artistic collaboration.”

As well as a strong in-house artwork studio, Elegant Clutter has a growing portfolio of artists they are working with. Having nurtured creativity in others throughout her career, Howlett is particularly passionate about the process of discovering new talent. Her years of experience as a  judge on international under-graduate design competitions is a distinct advantage when researching new collaborations. “We are art lovers as well as art curators,” she adds, “so I get an enormous amount of joy in supporting emerging artists as well as introducing established artists to new sectors.”

Quite often, Elegant Clutter is able to provide an already established local artist a brand new platform to showcase their work. The brand is currently working with swiss artist Etienne Krähenbühl to install one of his famous “Bing Bang” sculptures in the lobby of the new Hyatt Regency Hotel, which is directly connected to the Circle convention centre at Zurich airport. Working closely with Krähenbühl, Elegant Clutter will complete the installation using its own craftspeople to present the art in a way that integrates perfectly to the hotel’s specific situation. The sculpture is created with hard crafted oak, which honours the Butzenbüel, a small hill in parkland created as place of reflection near the airport buildings and the Circle complex.

Image caption: A sculpture by Etienne Krähenbühl, which honours the Butzenbüel | Image credit: François Busson

In addition to installing bespoke artwork in hotels across Europe, Elegant Clutter’s influence can be found in all sorts of installations. A good example is inside the American Express lounge at Heathrow airport. Here the brand is working with Minty Sainsbury, a London based artist specialising in architectural pencil drawings. Having studied architecture at the University of Cambridge, graduating top of her year in 2013, she went on to work in a London architectural practice. But she soon discovered that the drawing board no longer has a place in the modern architectural office, so returned to the pencil with the intention of keeping the art of architectural drawing alive. Sainsbury’s work can be found in iconic hotels such as Gleneagles but having the opportunity to display her drawings where they will be seen by travellers from the world over was a first. She explains the inspiration behind this commission.

“Elegant Clutter wanted to capture London’s personality in two pictures that travellers from around the globe could relate to,” the artist explains. “So, I was asked to draw St Pauls which I have done many times and the Walkie Talkie, which was a first and a building I wouldn’t have thought of drawing if it hadn’t been for this commission. The two illustrations convey the classic and the contemporary side of  London perfectly.”

“I discovered Michelle’s Instagram account during lockdown and was captivated by her beautiful seascapes.” – Clare Howlett, artwork design manager at Elegant Clutter.

Howlett is constantly on the lookout for artists to collaborate with. This can be driven by the project brief, for example, researching local artists to tell a specific story with the art narrative, or discovering someone who has established a unique style and wants to extend their reach. Michelle Lucking is one such artist. She specialises in creating beautiful seascapes and underwater portraits. Her art explores the contrasting raw power and calm serenity of the differing states of water, and the technical challenge of capturing both its translucency and movement. In 2017, she won the prestigious Annie Longley Award at the annual British Pastel Society exhibition. She is also brand ambassador for the internationally acclaimed pastel company Unison Colour and now Elegant Clutter’s most recent artist signing.

Howlett explains how she connected with Lucking during lockdown: “I discovered Michelle’s Instagram account during lockdown and was captivated by her beautiful seascapes. We spoke on the phone and had an instant connection. She has an established following within the residential sector, so I can see the potential for her work being displayed in beautiful boutique hotels. It’s really exciting and rewarding to introduce new artists to the commercial sector.”

Image caption: Cocktail series – tequila sunrise | Image credit: Michelle Lucking

Lucking’s work can already be found in private collections around the world. She told us why it was the right time to broaden her reach and why Elegant Clutter is the right fit for her: “I wanted to share my work with more people, but it was essential that I collaborated with a company who valued and supported independent artists. Elegant Clutter are true art custodians. I feel confident they have the skill in placing my work to enhance an interior space where it can connect to a new audience.”

Celebrating artist talent is something close Hotel Designs’ heart. Elegant Clutter is in a unique position where it can use its project management, installation skills and its knowledge on the fine art of storytelling to introduce new artists into the world of contract interiors – a precious responsibility to keep art alive in hospitality design.

Elegant Clutter is one of the brands that has taken advantage of our Industry Support Package. To keep up to date with supplier news, click here.

Main image credit: Tim Perceval