From imposing paintings to sculptures and butterfly art

Art is increasingly playing a role in the overall guest experience in hotels. Not just as decoration, but as part of a location's identity. At ETC., this development is taking shape within the Art District, where artists present their work amidst interior collections and hospitality concepts.

The Art District was established in 2019 and quickly grew into a broader art environment within ETC. According to Creative Director Linda de Koster, this aligns with the way visitors experience spaces. “Art not only adds aesthetic beauty to spaces; it also functions as a universal language that brings people together.” Within the Art District, styles and materials vary greatly. This also applies to the artists who exhibit there.

Grand designs for grand spaces

For Samira El Bali, a commission usually begins with the space itself. She visits locations and then develops a piece that fits the environment and architecture. “A painting shouldn't just be beautiful in a space; it should belong there. As if it were always part of that place,” she says.

El Bali is known for her monumental abstract works, in which gold and layered structures recur. Almost every piece is commissioned.“

Art that provokes conversations

Carolien Bosch's work originates from a very different technique. Under the name Madame Butterfly, she creates objects with butterflies and insects, often incorporated into large frames or spatial arrangements.

According to Bosch, visitors often react immediately to the work. “People either stop in front of it or want to sit next to such an object.” In hospitality locations, her work is used as a room divider or a focal point in a restaurant, among other things.

Butterflies play a central role in her work, with themes of change and nature recurring. The butterflies originate from the Amazon region and are responsibly bred according to Bosch. In doing so, she collaborates with the I.A.B.E.S foundation, which is committed to the preservation of the Amazon region. “When people know where the butterflies come from, they look at the work differently.” She also sees opportunities within hotels. “It brings atmosphere, but also creates reactions and conversations among guests.”

Sculptures at human scale

Where one works with colour and another with insects, Petra Flach opts for sculptures in which the human body is central. From her studio in Bodegraven/Reeuwijk, she combines classical sculpting techniques with modern casting methods. 

As well as freelance work, Flach also creates commissioned sculptures, often in collaboration with designers and architects. In her work, she consciously seeks stillness and emotion. Her sculptures focus primarily on the female form, where strength and vulnerability coexist. The sculptures are handcrafted and are intended to be a distinct part of a space and evoke emotions.

Within hospitality projects, this aligns with the need for spaces with their own character, according to ETC. Art thus gains a position that goes beyond mere decoration and becomes part of the overall appearance of a location.

For an overview of all artists and exhibitors within the Art District, visitors can go to the ETC collection page.