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Die Kunst der Kunst: Räume durch eine sorgfältige Auswahl verschönern | Event on the imm cologne 2020
Koelnmesse GmbH

The Art of Art: Elevating Spaces Through Thoughtful Curation

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13.01.2020 | 1:00 p.m. - 1:45 p.m.
Interior architecture, Trends
The Stage hall 3.1, G 009

Koelnmesse GmbH
Messeplatz 1

The event

As interior architects and designers, having a deep and intimate understanding of a space is crucial. There is much to consider including how to integrate art into these various environments. lt is more than including a painting or a picture and saying that is done. The art pieces can't just be anything, they art must be conceived and added in carefully. For this lecture, Virserius Studio founder, Therese Virserius, and her sister, artist and co-owner of art consultancy lmaggo Production, Regina Virserius, will discuss successful approaches to curating lifestyle design spaces.

Art, when curated thoughtfully, is an invitation for guests become one with a space, to provoke and to inspire. Guests do not just want a place to rest their heads when traveling to different places, they want to really connect with those places from the moment they arrive, and that includes the hotels they stay in and the places they meet. That responsibility lies with the designer.

Hospitality and lifestyle owners look to designers to create a brand narrative for their interior spaces. Art plays a huge role in tying it all together, but it is often taken lightly. Art is more than throwing pieces on a wall or table, the idea is for the art to add highlights to the story. We like to think of it as the accessories that make an outfit pop.

At V/S, we are passionate about art and our desire is to make it more accessible to the public and to bring awareness to how art compliments hospitality spaces. This has led to successful integration of art that has created unexpected and award-winning "wow'' moments in projects worldwide, including The Cosmopolitan of Las Vegas, NH Brussels Bloom, and W Atlanta Midtown.

For this lecture, we will discuss how to approach solutions from both the design and art aspect, including guiding owners and operators throughout the creative process, how to address push-back, considering of local custom and culture when curating art, and addressing how far is too far when adding art in public spaces. We will share best practices from the projects mentioned above. We hope participants will leave with both inspiration and understanding for their upcoming projects.


Virserius Studio is a NY and Paris-based interior lifestyle branding firm comprising a global team of designers, artists, architects and storytellers, all of whom draw from diverse backgrounds to transform spaces, create joyful guest experiences around the world and exceptional results for clients. This multidisciplinary, multilingual, and multicultural team provides a range of interior architecture, design and branding services for hotels, resorts, bars, restaurants, lounges, spas, meeting and event spaces.

When asked what makes Virserius Studio stand out, founder and lead designer Therese Virserius says, "With us, everything you can imagine is real. We love to create together, to share knowledge and experience, we are emotionally connected, and we love the challenge to put together making a dream into a reality. We look for the surprise and the unexpected. We are bold, curious and funny."