From your experience what do you make of the artwork found in this region’s hotel? Is it up to standard with the European market, and if not, how can it be improved on?

From my experience I believe there are such a diverse range of hotels in the region that there is a huge mix of art work — which is great.

What is so wonderful about art is that it is subjective, not everyone likes the same thing, which is why trends evolve and it is fundamental in any market to have that.

For larger hotel chains, they are constantly considering who their customers are and how to make them happy, while maintaining their core brand image, which is no easy task.

Combined this with global cultural diversities and experiences makes it a real challenge, which is why I believe we are equipped to help these people.

Dubai is heavily advertised as the tourist destination throughout Europe and therefore I guess there is a current trend for more European tastes; having said that, Europeans visiting Dubai want to experience the Middle East, so it is essential to get the right mix.

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How involved are the artists and photographers in the selection and selling process and what do you look for in a good artist?

We work very closely with all of our artists and are constantly championing new up and coming artists.

These are very passionate and creative people who truly believe in what they are doing and that ethos is generated throughout our company.

Our creative team is regularly in our meeting rooms viewing brand new collections from artists, who come to our offices with their families, their pets or sometimes just to get away from their families and pets.

Our artists are heavily involved in the selection process, because it is very important for us to understand where they have come from, the experiences that they have drawn from and ultimately what direction their art is travelling in.

We are constantly challenging our artists with different requirements; for example, we are able to work on specific commissions for certain projects with all of our artists, which ultimately offer clients a really unique one-off piece.

By exposing our artist to these projects and involving them in this process, we help them to understand what elements of their work are producing revenue streams in specific markets or with specific customer types.