Capsule Arts creative director and co-founder Rachael Brown. Capsule Arts creative director and co-founder Rachael Brown.

Boutique art consultancy Capsule Arts is working on expansion plans, having identified the UAE budget and mid-market hospitality sector as a key growth market.

“The UAE budget and mid-market hotel industry has really shaken things up in Dubai – it’s a very exciting time. These hotels are drawing in a new kind of tourist to Dubai and the emphasis has become less about opulent interiors and large-scale resorts and more about the hotel engaging visitors in a way that’s relevant to their target audience,” said Capsule Arts creative director and co-founder Rachael Brown to Hotelier Express.

Capsule Arts is currently working on a number of hotels in the region, which are slated to open in 2017. Beyond that, Capsule Arts is preparing to move into a new office location in Business Bay and will be further expanding its team in 2017 to offer additional in-house services.

The latest news comes alongside Capsule Arts decision to support the Hotelier Express Summit 2016. Commenting on the event, Brown said: “Having a platform that gathers together stakeholders from the regional hotel industry is extremely valuable. It’s an opportunity to discuss topics which are relevant to the region from best practise, to issues being faced by hotels. It’s a fantastic resource to share information.”

She continued: “It also provides a good opportunity for us to network with hotel industry insiders, with the potential to generate new business leads.”

Story continues below
Advertisement

Speaking on the main challenges facing UAE hoteliers in 2016, Brown said: "The local industry is currently being flooded with hotels brands that are new to the region, and many of these offer varying price options to visitors – this is making it very competitive.

“As art consultants we are mainly involved in the construction phase of new hotels, or with refurbishments. In our experience hotels are looking to stand out in this market and the artwork is often a way to create a story throughout the property and leave a lasting impression on visitors – be it in the hotel lobby, or their speciality restaurant.

"For example, our ongoing project, Rove Hotels, is targeting visitors who want to go off the beaten tourist track and instead connect with the city on a more meaningful and authentic level. By working with local artists to create neighbourhood themed artworks we developed a series of artworks unique to the city."

Capsule Arts works closely with the client’s team to deliver results, creating engaging artwork and accessories packages that help to set each project apart. The company’s portfolio caters to all tastes and budgets, from original artworks and sculpture through to affordable art prints.

Essential information: