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The future of branding is art

Millennial artists are pushing the envelope in the artistic world.

ET Bureau|
May 27, 2019, 08.31 AM IST
Styled and photographed by Mehi Shah for BFT X A&F.
Brands and artists are collaborating to bring art closer to the people.

Millennial artists are pushing the envelope in the artistic world, challenging the traditional ideas of how art is defined, what constitutes art, and how it is created pulling from an infinite variety of materials, sources, and styles.

They are slowly shifting art out of the safe confines of a studio and an academic environment into communities, the streets and out in nature, responding to a global environment that is culturally diverse, technologically advancing, and multifaceted.

“There is a joy– a wonderful aesthetic discovery when you expose yourself to other mediums. You may find that you actually have a lot more to say,” says Aditya Mehta, founder-CEO of Art&Found.

Brands are actively looking to collaborate with artists, working together from conception to execution and finding solutions that can fundamentally shape a brand. Brand and artist partnerships are not easy, but get them right, and these integrations can result in great art and powerful commercial opportunities.

This year, BFT x Art&Found launched the ‘Virtuoso’ collection with artists like Aniruddh Mehta, Shweta Malhotra, Suzanne Dias and Pratap Chalke.

“Working with these artists enables an out-of-the-box designing sensibility, wherein each tile design evokes an emotion,” says Firdaus Variava, chairperson of the Bharat Floorings Group.

Mehta has reminisced the nostalgia of an old ‘Bombay’ with playful, minimal and blocky ‘Contemporary Terrazzo’.

Malhotra’s ‘Seascapes’ series is inspired by her frequent travels to beach destinations across the world. It casts a distinctly geometric and minimalist eye on the scenic elements.

‘Petals’ and ‘Brush Strokes’ by Dias is a design inspired by elements of nature and reminiscent of fallen autumn leaves or the arrangement of petals in the flower. ‘Petals’ serve as an intricate yet subtle pattern, which brings the beauty of the outdoors, indoors.

‘Masks’ is Chalke’s exploration of symmetric strokes into a portrait while ‘Scribble’ is a pattern of abstract strokes.

For more information on the Virtuoso collection, email hello@ or call 9930763225.

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