From impressive paintings to sculptures and butterfly art

In hotels, art is increasingly playing a role in the overall guest experience. Not merely as decoration, but as part of a venue’s identity. At ETC., this trend is taking shape within the Art District, where artists showcase their work alongside interior design collections and hospitality concepts.

The Art District was established in 2019 and quickly grew into a broader art scene within ETC. According to Creative Director Linda de Koster, this is in line with the way visitors experience spaces. “Art not only adds aesthetic beauty to spaces, it also acts as a universal language that brings people together.” Styles and materials vary widely within the Art District. The same applies to the artists exhibiting there.

Large-scale works for large spaces

For Samira El Bali, a commission usually begins with the space itself. She visits locations and then develops a piece that suits the surroundings and the architecture. “A painting shouldn’t just look good in a space; it has to belong there. As if it had always been part of that place,” she says.

El Bali is known for her monumental abstract works, in which gold and layered textures feature prominently. Virtually every work is commissioned. The artist works internationally and is increasingly undertaking bespoke projects for high-end residences and hospitality projects. She is particularly drawn to larger spaces. “In a hotel, art can really make its presence felt. A large work can do a great deal to enhance the atmosphere of a space.”

Art that sparks conversation

Carolien Bosch’s work is created using a completely different technique. Under the name Madame Butterfly, she creates objects featuring butterflies and insects, often incorporated into large frames or three-dimensional installations.

According to Bosch, visitors often react immediately to the artwork. “People stop and stand in front of it, or want to sit right next to it.” In hospitality venues, her work is used, amongst other things, as a room divider or an eye-catcher in a restaurant.

Butterflies play a central role in her work, with recurring themes such as change and nature. The butterflies originate from the Amazon region and, according to Bosch, are bred responsibly. To this end, she collaborates with the I.A.B.E.S. Foundation, which is committed to the conservation of the Amazon region. “When people know where the butterflies come from, they view the work differently.” She also sees opportunities within hotels. “It creates atmosphere, but also sparks reactions and conversations amongst guests.”

Sculptures on a human scale

Whilst some artists work with colour and others with insects, Petra Flach opts for sculptures in which the human body takes centre stage. From her studio in Bodegraven/Reeuwijk, she combines classical sculpting techniques with modern casting methods. 

As well as creating works of her own, Flach also produces commissioned sculptures, often in collaboration with designers and architects. In her work, she consciously seeks tranquillity and emotion. Her sculptures focus primarily on the female form, in which strength and vulnerability coexist. The sculptures are crafted by hand and are intended to become an integral part of a space and to evoke emotions.

According to ETC., within hospitality projects, this ties in with the need for spaces with their own distinct character. Art thus takes on a role that goes beyond mere decoration and becomes part of a venue’s overall ambience.

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