It’s a huge question to ask: why does art matter? Some of the initial answers that come to mind are around connection, empathy and a universal language to express feelings that become difficult to put words to. Art affords us a mirror of sorts, held up to society as a way of calling out injustices or reframing perspectives. Without getting too deep, art is part of life as a whole.

What does that have to do with an architecture practice?

Another big question to ask. Though maybe it’s better to frame the question of what would life be like without art? Without music, cinema, poetry, food, comedy, theatre, sport. Imagine that. The things people are passionate about, truly passionate about, are often linked to artful pursuits, and those stories are retold and passed around the dinner table when families come together or when friends catch up. Then we get into the settings; the backdrop, not necessarily to the art itself but to the way in which people live in order to create, share and be inspired by it.



There are some homes built for living, and some homes built for existing. There are some restaurants built for enjoying and some restaurants built for eating. There are some hotels built for unwinding and some hotels built for sleeping. Unfortunately, the latter is the most frequently built; the basics required to live and work, where those in-between moments have no place to breathe. There is often an economic reason for this, though there are always moments within every building that can allow for some grace, nuance and tactility; and there’s increasing evidence to suggest the artful approach has greater economic benefits in the long run.

The neuroscience of art

As our process evolved and our incorporation of neuroscience-backed design principles scaled, we began to understand just how much these two worlds of art and science overlap. I’d long considered them two separate entities; art and science. I was wrong. Our brains and our bodies benefit from both the witnessing and the pursuing of artistic works. Emotional regulation, neuroplasticity, problem solving; art has the capacity to enhance overall brain health, memory, and cognitive functioning, and reduce stress and anxiety. All areas our societies are struggling with, no matter the socio-economic context.

Final Thoughts

"There's no place for art in the commercial world" is a myth. As a strategic design partner, our specialism is in the blending of these two worlds and the biggest brands in the world have been doing it for decades. Their campaigns, interiors, ads, activations, experiences; everything has a narrative, an art direction, an intention; designed and detailed to become uniquely theirs, high performing and impact-driving.