Collaborating with an artist doesn't just mean injecting a little creativity into a brand project, it also means agreeing to open a dialogue between two worlds that don't have the same codes or the same logic. The artist defends an approach, a plastic vocabulary, a vision that goes beyond marketing objectives. The brand, on the other hand, needs coherence, visibility and measurable impact. For these two horizons to meet and produce something just, a clear, demanding process is needed, one that frames without stifling, that structures without reducing.
At Studio Artera, we've built up this process over the course of concrete collaborations, following a simple method: five steps, no more, no less, that transform an intention into a strong work of art, and then into a concrete story.
An artistic project rarely starts with an idea of form or style. It begins with an open discussion: why this collaboration, for whom, in what context, with what means, and with what long-term ambition?
At this stage, we take the time to lay the foundations: objectives (brand image, internal communications, customer experience, event activation), audiences (customers, employees, partners, press), constraints (site, duration, budget, usage rights). We clarify what is expected and what is not.
It's an architect's job upstream. At the end of this phase, we have a precise, shared brief, and a clear map of risks and opportunities.
👉 That's exactly what brought together The Hoxton, Bombay Sapphire and Caroline Derveaux. The hotel wanted to give a powerful artistic identity to its communal spaces, not by decorating the walls, but by creating an immersive atmosphere consistent with its spirit. A detailed needs analysis led to the choice of an artist whose geometric and colorful language could visually translate the DNA of this iconic place, with the support of the Bombay Sapphire spirits brand.
Choosing an artist is not simply a matter of finding a style that "appeals". It's about finding an authentic resonance between an artistic approach and a brand's intention. The artist must be able to express himself in his own language, and the brand must be able to identify with it.
We work on a reasoned shortlist, with three to five relevant profiles, and organize meetings or studio visits. The aim is not to compile a collection of universes, but rather to make a selection based on deep affinities: shared values, technical feasibility, mutual desire to collaborate.
👉 NetJets x Silvère Jarrosson embody this logic. NetJets wanted to assert its identity at Art Basel in Basel, Paris and Miami through an immersive exhibition. Silvère Jarrosson's universe, inspired by fluidity and movement, was a natural choice: his work embodied the sense of travel and energy that the brand wanted to convey.
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Successful artistic collaboration requires more than just a good idea. It requires impeccable project management, which is what protects the work and secures the brand.
This means:
- precise contracts (duration, territories, supports, compulsory credits, etc.),
- a clear budget
- controlled logistics (scouting, transport, insurance, safety, assembly planning),
- fluid governance
This behind-the-scenes approach allows the artist to create in a secure environment, without the fear of last-minute changes of mind or impossible decisions.
👉 On The Hoxton x Bombay Sapphire x Caroline Derveaux project, fine management of the construction site, the schedule and the hotel's technical constraints enabled the artist to intervene without hindering the operation of the venue. Similarly, the NetJets x Silvère Jarrosson collaboration would never have seen the light of day at Art Basel without meticulous logistical preparation, from the transport of the works to their installation.
An artistic project only really exists when it is shared. The work must be seen, understood and integrated into a broader narrative. This is where the communication strategy comes into play, before, during and after the project.
- Before: prepare the ground with teasing content, making-of, targeted communication.
- During: enhance the in situ experience (opening, activation, mediation), produce powerful images that will circulate on networks and in the press.
- After: extend the life of the work through limited editions, editorial capsules, or adaptations for other media.
👉 The Hoxton x Bombay Sapphire x Caroline Derveaux created a strong, instantly recognizable visual identity, which was widely relayed on all social networks. NetJets x Silvère Jarrosson, at Art Basel, benefited from exceptional visibility thanks to calibrated communication that linked the event to the brand's universe.
Finally, a project can be measured. Not to reduce art to numbers, but to honestly assess what worked and learn from it for the future.
We observe quantitative indicators: press coverage, digital reach, qualified engagement, attendance. We also observe qualitative indicators: brand perception, audience feedback, artist and partner satisfaction.
👉 On the NetJets x Jarrosson project, the impact was not limited to the number of visitors: it was measured in the way the installation repositioned the brand in a demanding cultural universe, consistent with its customers. With The Hoxton x Bombay Sapphire x Caroline Derveaux, the impact was seen in the media recognition and immediate appropriation of the spaces by visitors, who spontaneously shared the experience on their own channels.
Five stages, always the same, adapted to each project but never bypassed: analysis, choice of artist, management, communication, measurement. It is this process that transforms an intention into a work, and a work into a story.
A brand that embarks on a collaboration without a method runs the risk of producing a hollow gesture, quickly forgotten. A brand that follows this path, on the other hand, can inscribe its identity in a strong cultural experience, offer a new way of seeing, and leave a lasting imprint.
How long does it take to complete an artistic project?
On average, from a few weeks to several months (for technical projects or public spaces).
How do you choose the right artist?
By looking for the right values and vision, not just a style that "appeals".
What rights do we need to provide?
Duration, territories, media, reuse, compulsory credits: everything needs to be clarified in the contract.
How can we measure the impact of a collaboration?
By combining quantitative indicators (reach, engagement, attendance) and qualitative indicators (perception, public feedback, press).
👉 To find out more about our collaborations or chat with the Studio Artera team, please here
