Fifi Gianini is an art consultant currently working in the hospitality industry for the renowned London-based firm Artiq. Among other areas, Fifi has helped introduce art to the luxury hotel industry and other high-end residential spaces, transforming these spaces into truly unique visual and emotional experiences. From boutique hotels to exclusive residences, Gianini selects artworks that capture the essence of each location, ensuring that each piece becomes a subtle yet powerful reflection of its personality. Her ability to balance aesthetic sensibilities with her clients’ commercial and cultural objectives has made her a pivotal figure in the industry, demonstrating how the right art can define and elevate the visitor experience in luxury settings.
Through this interview, Gianini reveals the challenges and satisfactions of curating spaces that are not only visually striking but also generate a deep and meaningful connection with their visitors. Throughout our conversation, Fifi shares details about how each work is selected not only to be aesthetically appealing but also to tell stories and enrich the identity of each project through the perfect union of luxury and culture.
It has been a true pleasure for me to exchange views with Fifi Gianini, learn a little more about the art firm Artiq, and explore how a prestigious agency and a highly valued professional manage to give each space its own identity through a series of artistic works that serve as a natural extension of each project’s cultural identity. In addition, we will learn her expert opinion on the emerging artists who inspire her work and her vision of the transformative role of art in a world eager to tell stories that connect emotionally with people, whether through high-value public spaces or in the intimacy of a home.
I would also like to thank Kate Roberts, consultant at the Artiq agency, and Lovisa Ranta, marketing director at this renowned art firm, for their collaboration in making this interview possible. Thanks to them, we’ve had the opportunity to meet Fifi Gianini and translate her experience into this content, which we hope will be of interest to our readers.
Question: Who is Fifi Gianini and how did you get into the art world?
Answer: I’m Argentinian and have lived in London for almost nine years. My path to the art world has been quite unconventional. Growing up, my mother, a doctor with a passion for painting, inspired me and instilled a love of creativity in me from a very young age. I studied Costume Design in Buenos Aires before moving to London, where my first job was in a Brazilian gallery, which sparked my passion for the arts. I then moved into Buying and Interior Design, working for Astet Studio in Barcelona, ​​where I was able to curate some incredible projects, an experience that ignited my love for hospitality spaces and the interaction between art and the environment. A few years later, I returned to London and started working at Artiq, which has been a perfect fit for me.
Q: You’re now part of the hospitality division of an art agency called Artiq. Tell us about Artiq and how it connects artistic talent with a luxury client profile.
A: Artiq is an international art agency based in London that connects commercial brands with the cultural world. We curate global collections and experiences while ensuring a fair wage for our artists, fostering a sustainable and thriving creative economy.
We are a team of over 45 professionals, with dedicated teams working collaboratively on all our creative projects. I’m part of the dedicated hospitality consulting team, which carefully oversees each project from start to finish. We have a fantastic curatorial team that discovers local artists, both established and emerging, wherever our projects take us. Our expert operations team ensures everything runs smoothly, ensuring the artwork moves from studio to site without a hitch. Additionally, our Artists and Partnerships team is committed to nurturing our relationships with the artists we work with. This synergy helps us deliver stunning projects and make the process of acquiring an art collection simple and inspiring for our clients.
A great example of this in action is Belmond’s Villa Sant’Andrea, located in stunning Taormina, Italy. Our talented curator, Linda, discovered Alessandro Florio, a tattoo artist with a passion for painting. We commissioned nine original works for the restaurant and lounge area, which not only enhanced the guest experience but also helped Alessandro launch his career as a visual artist.
Another example, which is particularly close to my heart, is Locke de Santa Joana in Lisbon, Portugal. We commissioned Peruvian artist Ana Teresa Barboza to create two original textile works exclusively for this property. She captured Lisbon’s color palette, incorporating elements from a geological map of Portugal into her composition. These works are now installed in all 370 guest suites.
Q: How do you think art can transform the guest experience in the luxury hotel industry?
A: Carefully curated art can reflect a hotel’s identity and history, making the space feel more intimate and memorable. Art can also spark conversations and connections between guests, fostering a sense of community. When a hotel displays works by local artists or culturally relevant pieces, it not only enriches the aesthetic but also connects guests to the local region, enhancing their overall experience.
Whether it’s an eye-catching installation in the lobby or a serene painting in the suite, art invites you to pause and appreciate your surroundings, transforming an ordinary stay into something truly special. Ultimately, incorporating art into hospitality design creates more engaging and memorable experiences, leaving guests with lasting impressions that inspire them to return.
Q: What factors do you typically consider when selecting artwork for a luxury hotel, particularly in the context of creating a unique and memorable environment?
A: To begin with, brand identity is crucial. The artwork should reflect the spirit and personality of the hotel, serving as an extension of the brand and reinforcing its core values. The local context also plays an important role. Incorporating local artists or themes helps connect guests with the surrounding area, making their stay feel more authentic and immersive.
The involvement of artists is equally important. Collaborating with artists not only brings fresh perspectives but also fosters a sense of community and connection, which enriches the narrative of the space. By balancing these elements, we can create thoughtful art that resonates with the people and the place.
Carefully selected art can reflect a hotel’s identity and history, making the space feel more intimate and memorable.
Q: How do you balance a hotel brand’s identity with artistic offerings, especially when guest tastes can be so diverse?
A: As mentioned, brand identity is key, so we begin by thoroughly understanding a brand’s core values ​​and vision. This knowledge guides our selection of art that aligns with the hotel’s identity. We ensure the brand remains central to our curation process so that everything reflects the property’s unique story.
It’s important to understand that art is subjective and that different pieces can evoke varied responses from guests. To address this, we seek to incorporate a mix of styles and mediums, while ensuring they align with the brand. Ultimately, the goal is for the art to elevate guests’ stays in a way that remains authentic to the brand.
Q: Do you think art can be a differentiating factor for guest loyalty at luxury hotels? If so, how is this differentiation achieved?
A: Absolutely, art can be a powerful differentiator for guest loyalty in luxury hotels. It’s no coincidence that the role of art in the luxury hospitality sector is booming. According to a recent Bloomberg report, art and design are more important than ever for the post-pandemic traveler. This is no surprise: after being confined to our homes for so long, the past few years have left us all seeking new experiences and reinforced our appreciation for beautiful spaces. That, combined with the rise of art as an asset class, is forcing more guests to look at art in hotels like their wine list: it’s a judgment of taste.
When guests leave feeling inspired, they’re more likely to return…And art plays an important role in shaping those experiences…
When guests leave feeling inspired, they’re more likely to return. As the saying goes, “You always go back to the places that made you happy,” and art plays an important role in shaping those joyful experiences.
Q: How do you see the role of art in the hotel industry evolving in five or ten years?
A: I believe art will become an even more integral part of the hotel experience. By placing art outside of the traditional gallery space, you not only make art and culture accessible to a wider audience but also attract new visitors to these hospitality environments. I think more and more brands will realize the benefits this can bring.
Furthermore, as hospitality expands into new environments, such as rentals and work environments, art will be key to creating vibrant and welcoming atmospheres, fostering a sense of community and place. I believe more hospitality spaces will take on the characteristics of cultural centers, offering art not only as a luxury asset but as a means for their guests to learn about local stories and connect with local communities through a different lens, serving as a bridge between guests and their surroundings.
Q: What advice would you give to someone who would like to follow in your footsteps as an art consultant?
A: This field requires dedication and enthusiasm, as it’s not just about curating art, it’s about creating meaningful experiences that meet client needs. It’s a blend of creativity and strategy. Perseverance is also key: there will be challenges along the way, so staying resilient and open to learning is crucial.
I believe cultural awareness is essential. Understanding different artistic perspectives and the contexts behind them will enrich your work and help you connect with diverse clients and audiences.
You can come from different backgrounds and still be an ideal candidate for this position. Diverse experiences can offer unique perspectives that enhance your approach to art consulting. Take every opportunity to learn and grow, and let your passion guide the way!
