15 Minutes with Sara Serpilli: Art meets hospitality at Hotel Indigo Downtown Dubai

Blending art management with hospitality is a rare role in the hotel industry, but for Sara Serpilli, it’s a passion she has turned into a career. With extensive experience in contemporary art galleries and auction houses, she has carved out a unique niche — curating exhibitions that enhance the guest experience at Hotel Indigo Dubai Downtown.

Art in the Middle: Sara, thank you for taking the time to speak with us. Your role is truly unique! How did you get into art management, and what do you enjoy about merging art with hospitality?

Sara Serpilli: My journey began in Rome, Italy, where I worked with contemporary art galleries and institutions before moving into the auction world. When the opportunity arose to step into art management, I was both excited and slightly nervous — hospitality was a new field for me, and I hadn’t previously explored how art functions within hotels.

What makes this role so special is that few hotels worldwide have full-time art managers. Typically, they collaborate with external curators for single projects, but this position allows me to continuously integrate art into the guest experience. My goal is to create a platform where emerging artists can showcase their work in unexpected ways — offering visitors something they won’t find in a gallery or anywhere else in Dubai.

Art in the Middle: How do you curate exhibitions and installations that align with the hotel’s brand and guest experience?

Sara: The hotel’s brand identity is my starting point. Each exhibition or installation needs to complement that aesthetic and engage guests in a meaningful way.

For instance, I introduced Blank Canvas, a monthly series where artists and designers are invited to showcase their work. It’s a great way to test new ideas while getting direct feedback from guests and staff. If an event resonates with visitors, I take that into account when curating future exhibitions. It’s all about striking the right balance between artistic expression and hospitality.

Art in the Middle: How do you balance showcasing local artists with bringing in international talent?

Sara: A mix of both creates a richer experience. International artists bring a global perspective, while local artists offer authenticity and a deep connection to the region.

That said, logistics play a huge role. For short-term exhibitions or one-night events, I typically collaborate with local and regionally-based artists. For long-term projects, I bring in international names — like Ryoten Ogata, whose work is currently displayed in the lobby — because they add a unique dimension to the hotel’s artistic identity.

Art in the Middle: How important is art in shaping the atmosphere of a hotel, especially in spaces like the lobby and dining areas?

Sara: Art is essential—it’s not just about aesthetics, but about reinforcing the hotel’s identity and enhancing the overall experience.

A well-curated art collection can evoke emotions, spark conversations, and create a deeper connection between the space and its guests. It also fosters engagement within the hotel itself—staff members often take an interest in the pieces, leading to organic interactions and storytelling. When art becomes a part of the daily rhythm of a hotel, it transforms the environment into something more immersive and dynamic.

Art in the Middle: Have hotel staff ever contributed to any of the art projects?

Sara: Absolutely! One of my favourite examples is an engineer on our team who happens to be an incredible illustrator. He created a series of portraits of the hotel’s managers and gifted them to each person. It was a beautiful reminder that creativity exists in every corner of the hotel, and sometimes, talent emerges from the most unexpected places.

Art in the Middle: Can you share a particularly memorable project you’ve worked on at the hotel?

Sara: One that stands out is the Unlocking Visions exhibition, which we launched last August. It was my first summer in Dubai, and we transformed five rooms on the third floor into dedicated art spaces.

Each room featured a different artist—one with ceramics, another with photography, and so on. We left the rooms open for three days, allowing guests to explore and experience the artwork in an intimate, immersive way. It was a fantastic way to highlight both the art and the hotel’s unique spaces, and it was very well received—even General Managers from other hotels came to see it.

Art in the Middle: What are some of the most exciting trends in the hotel art scene right now?

Sara: Sustainability is a major focus, both in art and design. At Dubai Design Week 2024, there was a strong emphasis on eco-friendly, sustainable designs, and I had the opportunity to be on a panel for Earth Day, where we discussed how sustainability is influencing the art world. This trend isn’t just shaping the regional art scene—it’s having a global impact, with artists and designers rethinking materials, processes, and storytelling through a sustainability lens.

Art in the Middle: What advice would you give to aspiring art managers, particularly those looking to work in hospitality?

Sara: Building a solid foundation in both art and hospitality is key. The more you understand both industries, the more successful you’ll be in creating unique programs that enhance the guest experience.

I like to network with artists, galleries, and curators because collaborations are essential in this field. Staying adaptable and creative is also important as hospitality is a fast-paced industry that requires flexibility. I also look to find ways to make art interactive - it’s about crafting experiences that connect people to the artwork in a memorable way.

Ultimately, success in this space comes down to curating moments that make guests feel something special.

Art in the Middle: Lastly, when you have a day off in Dubai, where do you go?

Sara: I keep it simple—I love visiting quiet beaches, catching up with friends over coffee, and of course, exploring art galleries. Alserkal Avenue is one of my favourite places to spend time. It’s peaceful, inspiring, and a great spot to just wander, grab a coffee, and immerse myself in the art scene.

Art in the Middle: We love it there too! Thanks for chatting with us, Sara.

This month, tune into Untold Stories, a new art-centered video series launched by Sara. Airing monthly on TikTok, Instagram, and YouTube, this exciting platform aims to inspire art lovers on a deeper level. Offering fresh, engaging content, Untold Stories explores unique artistic visions and cultural connections, providing an experience for followers passionate about art.

Visit: hotelindigodubai.com Marasi Drive, Dubai