ArtisDomus

Cultural strategy

Practice · Real estate and hospitality · Reference

Art bought after the interiors are done can only decorate them.

An operator who asks for an art programme usually means one of three things. It may be a collection the house owns and can programme, or works made for the rooms they will stand in. Or it may be a supply of objects to fill a list of walls by an opening date. The first two are a programme. The third is procurement, done well by people who do only that, and ArtisDomus does not take it on.

Published by ArtisDomus, written by Polina Surina.

01/07

Who is instructing

Name one client among owner, operator and brand before writing the brief.

A club or a hotel usually has three parties. There is the owner of the asset, an operator running it under a management agreement, and a brand whose name is on the door. They are often three different legal entities with different time horizons. The operator can change and the brand can leave. The works stay with their owner, who pays to insure and maintain them for as long as they own them.

This first decision is cheap to make and expensive to leave open. The engagement letter must settle six things before anyone looks at a single work.

  1. Which entity instructs. Owner, operator or brand. One of them, named, with authority to approve and to pay.
  2. Who owns each work. Whose asset it is and on whose balance sheet, whoever chose it or paid the invoice.
  3. What happens when the management agreement ends. Whether the works go, stay, or are bought out, and on what basis. Settled at the start it is a clause; settled at the end it is a dispute.
  4. Who may photograph, and for what. The house, the brand, the members and the press each need a separate permission. Buying the object gives none of them.
  5. Who may move or relight a work. Somebody on site will want to, at short notice, for an event.
  6. Who may sell one, and who has to agree. A deaccession rule written before there is a reason to use it.

ArtisDomus’s own rules apply here directly. It takes no commission from a seller in any form and no resale brokerage. It turns down any engagement where the reputational position cannot be examined. For a club, that last rule covers the membership offer and the brand the house will carry, as well as the sellers it buys from. The full list of refusals is public. What a contract with an art advisor should say about commissions and disclosure sets out the clauses.

02/07

Who it is for

A programme for returning members differs from one for passing guests.

This is the core difference between a club and a hotel, and it is a difference in kind. A member comes back, sees the same works again and again, and will in time resent anything that was only ever a first impression. You can programme for that audience: a rotation, a commission that arrives after the opening, a reason to look again, a talk in the room where the work is. A hotel guest sees a room once and photographs it. There the work must do its whole job at first sight, and survive being reproduced by people who never asked.

Reproduction is where hospitality programmes most often find they own less than they thought. Paying for a work buys the object alone. In the United Kingdom the author is the first owner of copyright, even when the work is commissioned. In France the author owns the rights from creation, the commission leaves that untouched, and the buyer of the object acquires none of the rights. A licence must be in writing and name each use. The uses include the house’s own website, the brand’s channels, press, members’ communications and signage. They also include any use by a third party, such as a magazine or a listing site. Each is a separate use, and a licence that says “marketing” names none of them.

Who owns copyright in a commissioned artwork sets out both positions, with moral rights. In France these are perpetual and inalienable, and cannot be bought out at all.

One rule is fixed. ArtisDomus does not photograph private clubs or private collections for publication. It writes about an engagement only with written permission naming that engagement. This rule binds ArtisDomus alone.

03/07

Documents

If no document settles a question, whoever is on site that week will.

Six documents carry a hospitality programme. Write them in this order, since each builds on the one before.

  1. The cultural statement. What the house is for, whom it is for, and what it excludes. One page. Write it before any artist is named; written afterwards, it only describes what was bought.
  2. The programme plan. Every position in the building. For each: commission, acquisition or loan, what the position has to do, and what happens if it stays empty. The design team can build against this document.
  3. The commissioning agreement, one per work. The specification in terms clear enough to test, the approval points and who signs, and who holds the fabrication contract. The copyright licence with its uses named, and moral rights. How the object is treated after installation, and what happens if the work fails the specification.
  4. The consents file. Where the building is listed or scheduled, the permissions for fixing, altering and lighting, and the conditions attached to them. Opened before the positions are fixed.
  5. The collection record and the insurance schedule. A claim is paid from the catalogue. Under one policy wording, cover applies only at the addresses in the schedule. Every move, loan and store must be added to the schedule.
  6. The operating schedule. Rotation, cleaning, relighting, condition checks, the deaccession rule, and the name of the person responsible for each. This document decides whether the programme still exists in five years.

The third document has the law behind it. Read When a commissioned work disappoints before signing one. A work that fails its specification is a breach; disliking the result is not. So the specification is your whole remedy, and it should be written by someone who expects to rely on it. Insuring and cataloguing a collection split across two countries sets out what the record must contain.

04/07

Consents

The building can refuse a work before the operator has approved it.

Clubs and hotels often occupy old buildings, and an old building can be protected by a third body, separate from the landlord and the planning authority. In Malta no works of any kind may be carried out on a scheduled property without permission. The Superintendence of Cultural Heritage is a statutory consultee and writes conditions. A property can be scheduled after a scheme has already started. The exemption for interior work is narrower than it sounds and has a condition attached.

For a programme, the lesson is about order. If a fixing detail is refused at the end, the work cannot be installed, and a commission built for that position has nowhere to go. Ask the consents question when the positions are chosen, well before the crates arrive.

An art programme in a listed building in Malta covers the two consents, the third consent for conservation and restoration, and the penalties. If works are bought in Malta, the cash limit binds the buyer as much as the dealer and adds linked transactions together.

05/07

When it has to start

Each stage of the build shortens the list of choices.

The stages run in this order. How long each takes depends on the building.

  1. Concept, while the plan can still move. Only at this stage can a work be the reason a wall exists, a room has its height, or the building is arranged around a courtyard. Briefed here, the programme shapes the house. Briefed later, it can only respond to it.
  2. Scheme design. Positions, sightlines, wall build-ups, structural fixings, power and lighting circuits. A commission agreed after these are frozen must fit a detail someone else drew for another purpose.
  3. Tender. The packages are priced. From here, anything the programme needs outside a package is a variation: extra work priced by the contractor alone.
  4. Construction. The last chance to bring anything large or heavy in through an opening in the shell, and to strengthen a floor or build a wall to carry a load.
  5. Fit-out. From here the programme can only be hung. What is available is what can be delivered by the opening date, and that may differ from what the house should have.
  6. Opening and after. Rotation, commissions for positions left open on purpose, and the one thing that can still change at no cost: what is said about the works.

Four things become expensive or impossible once their stage has passed. A structural provision, after construction. A fixing or a lighting circuit, after tender. A commission designed for a space, after scheme design. And the chance for the art to change the plan at all, after concept. Everything else can be fixed later, at a cost.

A late brief produces a different kind of thing: chosen from a shorter list, delivered against a date, and hung on walls designed without it.

06/07

Read next

Five references take the programme further.

Who owns copyright in a commissioned artwork · Reference. Read before any licence for photography is agreed.

When a commissioned work disappoints · Reference. Read before the commissioning agreement is signed.

An art programme in a listed building in Malta · Reference.

How interior designers source art, and where the trade discount sits · Reference. The conflict a hospitality programme most often inherits without noticing.

Budgeting an art programme for a branded residence · Reference. The residential version of the same sequence.

07/07

Read next

Sources

Acts and codes
Copyright, Designs and Patents Act 1988 (1988 c. 48), s. 11. Consumer Rights Act 2015 (2015 c. 15), ss. 11, 13, 19 to 24, 49 and 50. Supply of Goods and Services Act 1982 (1982 c. 29), ss. 3, 4 and 13. Code de la propriété intellectuelle, arts. L. 111-1, L. 111-3, L. 121-1 and L. 122-4. Code civil, arts. 1217 to 1231-1. Cultural Heritage Act of Malta, Cap. 445, arts. 7(5)(g), 56, 58 and 59. Development Planning Act of Malta, Cap. 552, arts. 57, 58 and 70. Use of Cash (Restriction) Regulations of Malta, S.L. 373.04.