As part of its “Saw This Made This” campaign and Paris Design Week, Bombay Sapphire partnered with The Hoxton hotels to commission artists to highlight the neighborhoods where the hotels are located. In Paris, artist Caroline Derveaux created a monumental work on the hotel’s glass roof, accompanied by a limited-edition cocktail designed to echo her work.
Studio Artera, an agency specializing in collaborations between contemporary artists and brands, worked with Bombay Sapphire, The Hoxton, and Caroline Derveaux to develop this project. Here’s why the hospitality industry is a particularly fertile ground for this type of collaboration.
A hotel is a place where guests stay for a while and have time to look around, unlike a traditional retail store where attention spans are measured in seconds. Between check-in, breakfast, trips back and forth to the lobby, and check-out, a single guest encounters the artwork several times over the course of their stay, which gives the piece time to sink into their memory rather than simply being glimpsed.
The hotel also offers a rare variety of spaces all in one location: the lobby, the atrium, the facade, the hallways, the guest rooms, the bar, and the restaurant. This variety makes it possible to tailor the artistic intervention to the desired scale, from a subtle touch in a guest room to a monumental installation visible from the street.
Finally, hotel guests are in a unique frame of mind: they’re traveling, exploring, and documenting their stay on social media. A well-placed artwork becomes a natural focal point for photos, extending its reach far beyond the hotel’s walls. This is particularly true for hotel groups focused on lifestyle and design, for whom culture is already an integral part of their brand identity.
For this Parisian project, Caroline Derveaux’s artwork was designed specifically for the glass atrium of The Hoxton hotel, reflecting the character of its neighborhood. The project didn’t end with the installation: it extended to a limited-edition cocktail created to resonate with the artist’s visual universe, thereby linking the visual experience with the dining experience at the venue.
.jpg)
A permanent installation becomes a lasting part of the establishment’s decor, whether in the form of a mural, a sculpture, or a painted wall. Planned from the initial design or renovation phase in collaboration with architects and interior designers, it becomes an integral part of the venue’s identity over the long term and helps increase the value of the real estate investment.
Event-based projects, such as the one created with The Hoxton, are time-limited: a campaign, a season, or a festival. Faster to implement than a permanent installation, they generate a concentrated surge of attention—including from the press and social media—without committing the establishment to a long-term project.
The artist-in-residence program offers a third format, which is less common but particularly rich in content: the artist works on site, in a room or a dedicated space, for several weeks. The client can observe the creative process, and the institution has a steady stream of new content (photos, videos, interviews) to fuel its communications throughout the artist’s stay.
The choice of format depends primarily on the desired objectives: long-term promotion for a lasting project, concentrated media exposure for a major event, or content development and a direct connection with the client for an artist-in-residence program.
A well-thought-out artistic collaboration strengthens a property’s identity beyond its accommodations alone, generates content for social media and the press, and gives guests one more reason to remember the place. This is especially true for hotel groups focused on lifestyle and design, such as The Hoxton.
Are you considering adding a work of art to your school?
👉 Check out our brand and corporate projects
👉 Discover the artists we represent
👉 Let's discuss your project
As part of its “Saw This Made This” campaign and Paris Design Week, Bombay Sapphire partnered with The Hoxton hotel to commission artist Caroline Derveaux to create a monumental artwork on the hotel’s glass roof, accompanied by a limited-edition cocktail.
A hotel is a place where guests pass through and have time to look around; it offers a variety of spaces (lobby, atrium, facade) that lend themselves to artistic installations on different scales.
A hotel may feature a permanent artwork integrated into its decor, host an artist-in-residence program, or organize a time-limited event collaboration.
Studio Artera worked with Bombay Sapphire, The Hoxton, and artist Caroline Derveaux to design their Paris-based collaboration.
