‘Our artistic endeavours are guided by the notion of sustainability’

It was back in 2011 that Punit V Sood and Sonia Arora Sood founded Karabi Art, a 360-degree art and styling firm catering to the hospitality industry and corporates. The name Karabi has been derived from a plant having numerous medicinal benefits which became an inspiration, to be the same benefit/ solutions provider to hotels in the field of art. Karabi Arts worked for more than nine years with 70-plus projects, 5,000-plus styles and 200-plus artists.

Its vision is to act as a bridge between the world of artists and hospitality/ corporate world by providing the best original and creative works. In an exclusive interview with BW HOTELIER, Punit V Sood talks about incorporating regional nuances into interior design, sustainability playing a role in art and styling, maintaining a balance between brand dynamics and market trends and more… The idea of art in a living space is no new concept. Tell us briefly about the growing trend in the hospitality industry.

In order to define the atmosphere and personality of hospitality places, art has become essential. Hotels and resorts are trying to create immersive experiences instead of just offering a place to stay. Collaborations with artists, well-chosen collections, and art installations have become essential in defining the character of these areas.

Art provides visitors with one-of-a-kind and unforgettable experiences by providing emotional resonance, cultural insights, and visual storytelling. This is a trend that goes beyond simple design to turn areas into captivating storytelling settings that draw people in. Do you incorporate any regional nuance into the interior design in your projects? Tell us about its impact.

At Karabi Art Community, we try to ensure regional touch in some or the other form. We think that incorporating regional craftsmanship, culture, and legacy enhances the design story and brings a sense of belongingness to the place. We add authenticity to our designs by using native materials, customary artistic expressions, and regionally specific architectural details.

By fostering a feeling of place, this method enables visitors to form stronger connections with the environment. These subtleties, whether they come from handcrafted crafts, locally woven textiles, or historical themes, combine to produce an incredibly engaging and unforgettable experience. Does sustainability play any role in art and styling? How? Our artistic endeavours are guided by the notion of sustainability.

Eco-friendly products, moral business conduct, and assistance for regional craftspeople are our top priorities. Sustainability is integrated into every step of our creative process, from locating sustainable materials to recycling materials and supporting fair trade. It’s about more than just lessening the impact on the environment; it’s also about promoting art and ethical living, honouring workmanship, and protecting cultural heritage.

A few Indian hotels that you have worked for and tell us briefly about the projects and their feedback. We have worked with numerous brands in hospitality, Indian and international both. Each project is special and customised to capture the distinct character of the establishment.

For example, we selected a large collection of local artists for Vivanta Connaught, Delhi, Kathmandu, Nepal so that visitors could interact with local artistry. Many other projects like Westin Kolkata, Taj Lands’ End Mumbai etc demonstrated their commitment to environmental consciousness by implementing installations made from reused materials, a sustainable approach. In contrast, the Marriott Executive Apartments and Sheraton in Hyderabad celebrated regional elements ensuring elements of the building’s architecture was in line with the local way of life.

Visitors have left with overwhelmingly positive reviews, complimenting the genuine experiences and the skilful blending of art and history. How challenging is it to maintain balance between brand dynamics and market trends? It is always challenging to strike a balance in the space like art which always have many interpretations and likings from person to person, place to place, hence it takes concentrated efforts by designers, art curators, creative team and execution team at Karabi to bring in the right experience and balance for immaculate results. It entails paying close attention to changing consumer preferences while having a thorough understanding of the brand’s concept and values.

Our strategy focuses on balancing classic brand components with popular trends of today to appeal to the intended market. It calls for ongoing market research, insights into customer behaviour, and a sophisticated creative process that embraces innovation while maintaining brand integrity.