"Designing for a home is a more intimate experience as homeowners are patient and leave you with invaluable feedback." - Aditya Mehta
The sea and the waves, amidst other equally vibrant elements, will now add spunk to homes and corporate spaces, thanks to Art&Found’s (A&F) latest collaboration with Bharat Flooring and Tiles. As part of the latter’s ‘Virtuoso’ collection, abstract forms and elements come together to form contemporary designs on cement tiles. The venture got four artists, Aniruddh Mehta, Shweta Malhotra, Suzanne Dias and Pratap Chalke, to design a collection in their signature illustration style that would appeal to millennial home/office owners and younger interior designers/architects.
While Aniruddh has evoked the nostalgia for old Bombay with playful, minimal and blocky ‘Contemporary Terrazzo’, Shweta’s ‘Seascapes’ collection is inspired by her frequent travels to the beach destinations across the world. ‘Petals’ and ‘Brush Strokes’ by Suzanne are inspired by elements of nature, particularly by fallen autumn leaves or the arrangement of petals in a flower. ‘Masks’ is Pratap’s exploration of symmetric strokes into a portrait and ‘Scribble’ is a pattern of abstract strokes.
The collection is one of the many collaborations enabled by Art&Found, a company that makes contemporary art by homegrown artists highly accessible and affordable. Aditya Mehta, Founder CEO of the venture, often says that you’re either a creator or a curator in the creative industry. With him being the second, collaborations are an important part of the company’s core values.
Aditya Mehta, Founder CEO, Art&Found
"The interesting and unexpected bit for us is for bigger, regular collectors to take notice and include artworks from Art&Found into their homes, replacing old world pieces."
For any collaborative project, the team starts with a site visit and consultation of the space. They try to understand more about the stakeholders involved, their taste, philosophy, culture and areas of intent. "From there, we move on to the drawing board and come up with the concept, theme and forms like frames, murals, installations, and mix-media. Generally, this creative process for a large space, from start to completion, takes about 20 days," says Aditya.
Whether it is designing for a massive co-working or corporate space or a relatively smaller area, Aditya and his team enjoy the experience of curating something from start to end irrespective of the space size. However, Aditya does confess, "Designing for a home is a more intimate experience as homeowners are patient and leave you with invaluable feedback, I think it's important to be aware of how you can derive value from each project and client, no matter the size."
BFT x Art&Found 'Virtuoso' series.
Artists: Aniruddh Mehta, Shweta Malhotra, Suzanne Dias, Pratap Chalke
Art&Found’s website reflects the thought process of the venture - it’s user-friendly, minimalistic and offers a plethora of artworks to choose from. When asked about how people have been responding to revamping or even including contemporary art by homegrown artists in their spaces, Aditya says, "The response has been amazing. As a market, it's growing steadily just how we expected it to. No one comes into a market to disrupt it or break it within a year. It's definitely a shift in our decor sensibilities, and therefore, a slow process. And we like to think that we play a small but significant role in that shift as more people have access to the kind of art we curate. The interesting and unexpected bit for us is for bigger, regular collectors to take notice and include artworks from Art&Found into their homes, replacing old world pieces."
Curated by Art&Found for GoodHomes Magazine
Curated and styled by Art&Found for Quirk Studio
Art by Ketu Velani, curated for AndSo, Goa