Art Pharmacy Consulting have collaborated with Sofitel to bring bespoke art to the newest hotel in Sydney.
The Sofitel Sydney Darling Harbour is part of the new developments changing the face of Cockle Bay. The 35-storey hotel will open in 2017 and will sit next to the new International Convention Centre (ICC) that is set to open in December 2016.
Art Pharmacy Consulting worked with Sofitel, Accor Hotels and Lendlease, as well as private investor Jerry Schwartz, to bring original artworks to 555 hotel rooms.
As Art Pharmacy Consulting Director Emilya Colliver says, ‘the size of this project was huge, it was definitely our biggest project to date’.
Three specific clusters of artworks have been designed, each of which contains curated pieces from two artists. Continuing their emphasis on supporting emerging and local artists, Emilya commissioned Alexandra Ethell and Jenni Hare to create new artworks based on the idea of ‘South France Seasides’.
Alexandra Ethell is a young and emerging artist based in Melbourne. Specialising in digital collage, her pieces are known for their intricacy and the playfulness that fills the nature-based imagery. As she says, ‘My work has always been a little bit whimsical. For these pieces in particular, I wanted to create something with a sense of adventure, curiosity - and a little touch of Sydney - to entice fellow travellers to explore.’
Jenni Hare, meanwhile, is an Australian photographer currently based in London. Her work is graphic, bold and colourful. When asked about the inspiration behind her pieces for Sofitel, Jenni says, ‘The inspiration really came from the location. The Côte d’Azur is incredibly stunning and the light and scenery are incredible, so inspiration came quite easily.’
While based in London, Jenni ‘flew out to Cannes, St Tropez and Nice and spent days waking at dawn and shooting until sunset.’
Collaborating on such a large scale project was a new experience for both artists. As Alexandra says, ‘it was important whether [the artworks] stand alone or combined, our pieces would [need to] be able to talk to each other and tell a story.’
Jenni, meanwhile, found the process of working with Emilya exciting and inspiring - ‘It was brilliant working with Art Pharmacy to achieve the best outcome while still allowing me creative freedom.’
‘This project was a really good experience in managing stakeholders,’ Emilya says. ‘I’m really happy with how this project has turned out and am glad to see Sofitel, Accor Hotels and Lendlease encouraging and supporting young and local artists in this way.’
To see more, you’ll have to wait until the Sofitel Sydney Darling Harbour opens in 2017!