*Marc Pottier, international curator of contemporary art at AG7
According to the dictionary, The definition of architecture can be established as the “art and technique of organizing spaces and creating environments to house different types of human activities”.
From this meaning, It is easy to understand that the relationship between the art world and the civil market has always been intrinsic and extremely strong. Proof of this is in our own history as humanity..
Let's take as an example the great Greek architectural works, created in centuries before Christianity, passing through the magnificence of Roman architecture to the climax of this bond during the Renaissance period, when buildings and palaces were designed by architects with the collaboration of different types of artists, muralists and sculptors.
All these and many other examples throughout our history show that the marriage between art and the real estate market is longstanding.. However, even though this fire has lost strength in recent ages, often leaving art restricted to decoration and internal projections in properties, he has rekindled himself in recent years, from a new and powerful trend.
Led mainly by high-luxury residential projects, the recent movement brings a new aspect to the relationship, placing art externally in enterprises, ensuring that works are not reserved only for the interior of properties and the owners' living areas.
In this way, the pieces become accessible to everyone, transforming them into essential elements of urban revitalization and connection with nature for the benefit of everyone who lives around the property.
Given this redefinition of the art within real estate projects, we can say that we are talking about a real and very sincere wedding. In other words, It's not just a matter of adding a beautiful painting to the wall, or display a sculpture outside the building as a decorative element.
But rather to really present a strong proposal through works designed and designed in partnership between artists and architects, in order to design a narrative for the houses.
That's why, The movements of the great exponents of this new movement show that it is now essential to think of artistic elements as an inherent process in the construction project. The structuring of a connected and pleasant environment involves dialogue between art, architecture, spaces and artists’ thoughts.
It is from this understanding that lies the strength of delivering art to a public space, for example, in addition to creating the connection between architecture and the story that the project intends to tell.
When an architecture linked to its own narrative is created, homes are no longer just functional structures, but true works of art that beautify and give new meaning to the urban space around them.
Such properties stop being just a place to live and become an artistic statement that influences the environment around them.. In this way, These luxury developments end up transcending the ordinary, and become true icons of the city.
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The greatest proof of this are the numerous enterprises that have become true postcards of their cities across the country through the premise of art as part of their essence.. We can cite as some examples, o Hotel Rosewood, in addition to the B32 Complex and 319 Father João Manuel, located in São Paulo, and the ‘Novo Ecoville’ neighborhood, located in Curitiba, which recently underwent a reformulation led by investments from the developer AG7.
In addition, the first signs of this new movement are already beginning to be reflected in the high-luxury real estate market itself, which is experiencing a moment of warming even in the presence of a scenario of high credit interest rates.
To get an idea, in the first half of this year the segment consolidated itself as the main highlight in sales, showing an increasing number of 22,8% for units and 9,8% in values.
Given all these factors, I can say that the appreciation of buildings through art is an undeniable reality. From the outsourcing of artistic pieces, ventures bring inspiration, provoke reflections and add cultural value to the community.
By integrating works of art into architecture and landscaping, developers are placing their investments beyond properties, but in experiences that stimulate the senses and well-being not only of the owners, but of everyone who lives around them.
*Marc Pottier, French, based between Paris and Rio de Janeiro, is an international curator of contemporary art, specialized in art in public spaces.
He began working in contemporary art through the world of auctions, Subsequently he held-if the collection of modern and contemporary art Sawada (Nagoya, Tokyo, Paris, New York). For eight years he worked at the French Ministry of Foreign Affairs, having been Cultural Attaché in Rio de Janeiro and Lisbon.
Since 2007, again became independent curator, and was involved in major projects such as the Cidade Matarazzo Floresta Atlântica hotel in São Paulo. Currently, He is the curator of projects for the developer AG7 and the art plant in Recife, belongs to the curatorial nucleus of the MON in Curitiba and is coordinator of the project for the future International Museum of Art in Foz do Iguaçu with coaching from the Center Pompidou.
