Ever heard of Artfarm? They keep coming up in conversations with clients.
Founded by the brains behind private art gallery Hauser & Wirth, their venues blend art, food, and community, and now include restaurants, a hotel, pub, fishmonger, and farm shops. Often integrating these into Hauser & Wirth art destinations. They've even acquired London’s iconic The Groucho Club.
I’ve been thinking about their formula…
1️⃣ Integrating blue chip talent: Using their connections through Hauser & Wirth to create bespoke interiors and furniture, surrounding guests and diners with notable art.
2️⃣ Diverse spaces, different paces: Combining dining, shopping, and art browsing – activities that require different speeds and energies – those needed in a destination where you wish to linger. They apply this to both rural spots like Hauser & Wirth Somerset or an urban block like Audley Street in Mayfair.
3️⃣ Meeting local needs: Venues feel wholesome and often serve a practical purpose, making them a beautiful amenity for the community as much as a destination worth taking a trip to.
4️⃣ Cultural enrichment: Bringing venues to life with culture by partnering with local festivals and creating those of their own across literature, art, and fashion.
5️⃣ Provenance to eat and takeaway: Underpinning every menu with locally sourced produce and creating many of their own concoctions available for purchase, branded under Farm Shop.
They're valuable lessons for any hospitality brand aspiring to create places where people simply wish to spend time, building this by finding a thread between culture, art, provenance, and community.
I’m exciting to see what Art Farm gets up to next.
Owner/Founder Independent Hospitality Recruitment London
1moSuper exciting news Pieter-Bas "PB" Jacobse Rhubarb Hospitality Collection always growing 🚀🚀🚀