A selection of frames from the 17th and 18th centuries. Courtesy of Paul Mitchell Ltd.
Art in Spaces
Spaces, like frames, shape how we encounter art — influencing perception, shifting value, and framing the relationship between artwork and viewer.
The Power of Context
Art is never experienced in isolation. Its impact is shaped by the context in which it is seen. A frame, a wall, or even the ambience of a room can transform how a work is received, altering both perception and value.
The Art of Framing
The right frame doesn’t just set off a painting to perfection, it can also increase its value...
In July 2007, Christie’s auctioned a portrait of Lorenzo de’ Medici by Raphael — an exceptional Renaissance work steeped in dynastic symbolism and painterly mastery. Yet what captivated those granted early viewings wasn’t the portrait alone, but the context in which it was revealed: a private room, softly lit, with the painting encased in a newly acquired, intricately carved 16th-century-style frame.
This carefully chosen setting and frame — sourced specifically for the sale — amplified the portrait’s emotional weight and transformed it into an experience. When the hammer fell, the work achieved £18.5 million, far exceeding its estimate and setting a world record at the time.
The frame, though not original, played an unspoken but decisive role: it redefined the painting’s presence and shaped the audience’s perception of its worth. Acquired for this singular occasion, it stands as a reminder that context and environment are inseparable from the way we encounter art.
Raphael, Portrait of Lorenzo de’ Medici, Duke of Urbino, 1518. Photograph courtesy of Paul Mitchell Ltd
Reframing Everyday Spaces.
Just as a frame can redefine the reception of a masterpiece, so too can the environments in which art is experienced. Context matters. A work encountered in a museum setting carries one meaning; placed within a five-star hotel, a flagship boutique, or a private club, it acquires another — engaging new audiences and enriching the fabric of daily life.
The African Art Series embraces this principle with intent. By situating contemporary African works in prestigious, high-end settings — from executive boardrooms and luxury retail to exclusive clubs and cultural venues — we extend art beyond traditional institutions and embed it into the spaces where people gather, connect, and reflect.
This is an extension of cultural value, expanding its reach with discernment. Each installation becomes a point of curiosity and dialogue, a catalyst for reflection and cross-cultural exchange, and a means of connecting audiences who might never step inside a gallery with the richness of African creativity.
In these settings, art is no longer observed at a distance. It is lived with — encountered in moments of pause, conversation, or quiet discovery. This shift reframes the relationship between art and audience: from aesthetic encounter to cultural experience, from decoration to dialogue.
See how The African Art Series reframes spaces into places of reflection and cultural connection. Explore Participating Venues.
