When you step into a hotel, the artwork in the lobby, guestrooms, and corridors subtly yet powerfully shapes your experience. Art consultant Juliana Roslin, founder of Art Firm, understands this dynamic deeply. Her expertise in art curation for hospitality brings a thoughtful alignment between the hotel’s brand standards, the designer’s vision, and the local character of the project location. Through Roslin’s work, Art Firm consistently delivers art experiences that make guests feel welcome, comfortable, and connected.

Aligning with Brand Standards

Every hotel has a unique brand identity, and it’s critical for the art selection to reflect this essence. Juliana Roslin and Art Firm collaborate closely with brand managers and hoteliers to ensure that art reinforces the hotel’s unique ethos. For a high-end luxury brand, Roslin might curate elegant, timeless pieces, while a boutique hotel may call for art that’s bold and eclectic. This brand alignment is essential to creating an experience that feels unified and intentional, enhancing every moment, from the first steps in the lobby to the tranquility of each guestroom.

Enhancing the Designer’s Vision

The Art Firm’s work involves close collaboration with interior designers to make sure that the artwork amplifies the overall design vision. Roslin’s team selects art that harmonizes with color palettes, textures, and styles to become an integrated part of the environment. For example, a contemporary hotel with minimalist interiors might benefit from abstract pieces that echo its clean lines, while a classic hotel might be better suited for traditional landscapes or portraits. The Art Firm captures and elevates the designer’s intent, making the artwork a seamless yet inspiring element of the hotel’s identity.

Reflecting the Project’s Location

Juliana Roslin emphasizes that guests want to feel connected to the places they visit, and she integrates the location’s character into her curation process. Art can evoke a sense of place, immersing guests in the local culture. A beachfront hotel might feature pieces that celebrate the ocean or marine life, while a city property could include works by local artists to bring authenticity and a sense of community into the hotel. Roslin’s curated selections allow guests to feel grounded in the location, transforming the hotel into a true reflection of its surroundings.

Creating an Atmosphere of Ease and Familiarity

In addition to beautifying a space, Art Firm’s art installations create a calming ambiance that puts guests at ease. Art has a powerful psychological effect, encouraging guests to feel at home, relaxed, and inspired. Juliana Roslin curates pieces that evoke comfort, such as serene landscapes in guest rooms, which can help guests unwind, or vibrant works in common areas to inspire social interaction. Each piece is chosen with the guest’s journey in mind, contributing to a welcoming atmosphere that enhances the overall hotel experience.

Elevating Corridors and Public Spaces

Art in hotel corridors and public spaces is as important as in guestrooms, and Art Firm approaches these areas with equal care. Corridors serve as transitions, guiding guests from one space to another while unfolding a cohesive narrative. Public spaces, such as the lobby and dining areas, establish the overall mood of the property. Here, Roslin’s curated selections add personality, inspire conversation, and invite engagement, whether through bold statement pieces or serene, reflective art that draws guests in.

Juliana Roslin and the Art Firm play a transformative role in hotel design by curating art that goes beyond decoration. Through a creative alignment with brand standards, the designer’s vision, and the location’s unique character, they create an immersive art experience that enhances the hospitality offering. Thoughtfully chosen art in guestrooms, corridors, and public spaces evokes a sense of place, promotes relaxation, and deepens the guest’s connection to the surroundings. By seamlessly weaving art into the fabric of hotel design, Art Firm helps create not just a beautiful space, but an unforgettable experience.