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Arts & Creative Strategy, Boutique Hotel Victoria
Art Strategy – Boutique Hotel
A layered approach to contemporary art, grounded in place and attuned to experience.
SW Art Consulting was engaged to develop a holistic arts and creative strategy for a new boutique hotel in regional Victoria — a destination defined by its natural landscape, contemporary gallery and rich history. At the heart of the brief was a desire to embed contemporary Australian art into the very fabric of the guest experience — not as adornment, but as an atmosphere.
Responding to the site’s ecological, historical cultural and architectural conditions.
Developed in close collaboration with the client, architects, and design teams, the framework articulates a phased plan for acquisition, commissioning, and activation. The art is imagined not as a collection of static objects but as a living, breathing presence within the hotel, one connected to place and the cultural life of the city. From site-specific commissions and embedded design elements to evolving exhibitions in shared spaces.
A curatorial emphasis on material storytelling, sustainable practice, and First Nations perspectives ensures the selection of artists reflects both cultural depth and contemporary relevance. The proposed matrix brings together emerging and established Australian practitioners — voices that are poetic, critical, and grounded in making.
What emerges is a collection that is neither ornamental nor didactic — but experiential, integrated and generous in spirit. Through this lens, the hotel becomes more than a place to stay: it becomes a portal to place.