Jayeeta Mazumder. “Travel magazine starts art series,” HT Cafe, Mumbai ed., p7. 30-09-2010.

Now, a luxury travel magazine is all set to initiate an art series. One that congregates the best Indian artists on one platform and gives audience an opportunity to appreciate the blurring lines between art, culture and lifestyle. Condenast Traveler is gearing up to launch its Indian edition on October 1 at the Oberoi with the series — Art of Travel. The series is an attempt to take Indian contemporary art outside commercial galleries, museums and institutions. It will feature Subodh Gupta, Atul Dodiya, Ranbir Kaleka, Ravinder Reddy, Jitish Kallat and Bharti Kher, among others.

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Curator Sharmistha Ray says, “Art has grown into a significant high-lifestyle commodity in India and yet has remained resistant to the lifestyle space. We wanted to work with top artists and show their major works that are not only of the highest international mettle, but also reflect something authentically Indian in character. It had to be an intelligently-curated exhibition that thinks about what it means to bring together major artists and high-end lifestyle into a luxury hotel space.”

Divia Thani Daswani, editor of the magazine, reveals that she, along with Sharmistha and managing director Alex Kuruvilla, brainstormed and came up with several ideas for the series. “We’re trying to bridge the gap between art, design and travel. That is why some pieces in the first one in the series showcase contemporary India at its best,” Daswani says.

Currently, the series displays works representing each state in India, a majority being installations. “We’d surely promote upcoming talent too,” Daswani promises.