49: Artwork and it’s medium with Aditya Mehta

Episode 5 of 5 featuring Aditya Mehta. Aditya is the Founder of Art&Found – a curated platform for invite-only artists to sell their work. This is a 5 part series with Bharat Flooring and tiles and Audiogyan. In the coming weeks we will be talking with various artists, heritage conservationist, brand creators, illustrators and architects associated with Bharat Flooring & Tiles. Those who don’t know what is Bharat Flooring & Tiles, (btw, we will be calling it BFT throughout the series). It’s a company formed in 1922 which is leader in quality cement  flooring and has been primarily making customised, handmade cement tiles. The timeless elegance and durability of these tiles make them works of art and an invaluable part of the country’s architectural heritage. It started as part of the Swadeshi movement and with over 90 years of reputation, BFT is now the most preferred choice of interior designers and architects across India, You can find relevant links in the show notes about BFT. Aditya Mehta is the Founder of Art&Found – a curated platform for invite-only artists to sell their work. He comes from advertising background but found his passion in curating and selling artwork made by Indian artists. Today we are going to speak about ‘Virtuoso’ collection with artists like Aniruddh Mehta, Shweta Malhotra, Suzanne Dias and Pratap Chalke which emerged out of collaboration between Art&Found and Bharat Flooring tiles. We will also speak about how different types of digital artworks exploring different materials and medium. https://www.bharatfloorings.com/ Questions AM: What does Art&Found do? FV: What are different collections you have and how did Art&Found help in shaping them? What new things are born out of this collaboration? AM: What are the constraints while designing since the final output is a tile? FV: How have your artists responded to this? What is their feedback and learning from it? AM & FV: Can you share the over all process from brief to actual deliverable tiles for a client? Would like to know the actual flow of how a vector or a .AI files is given to BFT artisans etc… AM: The overall engagement seems like a win-win situation. Can you tell us who all are empowered through this and at what levels? BFT, Client & the Artist. How Art&Found enables this? FV: What have been you learnings w.r.t market for this and what is next?