Since launching in 2017, Artvaganza has helped numerous up-and-coming artists and partnered with several major hotels in Hurghada and Marsa Alam. They have also worked at Hurghada and Marsa Alam international airports, placing artists to paint and sell to tourists passing through.

Artvaganza is an inspiring art movement aiming to improve the skills of young local artists and fresh graduates of fine art programs. The movement places artists in public spaces with high foot traffic so they can paint live and sell their art directly to customers.

This integration of “action art” seeks to achieve multiple goals:

•Providing experience – By placing artists in hotels, airports, and other tourism hubs, Artvaganza gives them the opportunity to paint and sell their work directly to the public. This real-world experience helps develop their business skills alongside their artistic talents.

•Breaking artists out of their studios – Many young artists spend years painting in isolated studios with little exposure to the outside world. Artvaganza breaks artists out of their closed rooms by putting them in the middle of busy public spaces where they interact directly with tourists and customers.

•An art for all philosophy – Artvaganza’s philosophy is “art for all, and everywhere.” They aim to make art accessible to everyone, regardless of background or income, by displaying it publicly. When tourists see artists painting live, it creates an experience they remember.

• Building an art souvenir market – By partnering with hotels, Artvaganza builds a market for moderately priced artwork that tourists will take home as souvenirs of their Red Sea vacation. This provides artists with crucial early customers and sales to build their confidence.

•Providing art products – In addition to custom paintings, Artvaganza offers customers portrait sketches, Arabic calligraphy pieces, and customized fashion accessories incorporating original artwork.

One of Artvaganza’s goals is to move beyond “standardized” resort art and create personalized, meaningful pieces that capture something specific about an individual tourist’s Red Sea vacation. Their custom paintings typically feature landmarks, beaches, and other sights associated with the customer’s hotel or trip itinerary.

Artvaganza works closely with each partner hotel to determine the needs of their clientele and create an art program that best suits their customer demographics. For luxury hotels that attract wealthier tourists seeking original fine art, Artvaganza provides artists skilled in oil painting, watercolors, and mixed media techniques. For broader appeal at mid-range hotels, they offer more affordable portraits, calligraphy and graphic artwork.

Live painting events hosted by Artvaganza also entertain hotel guests, especially children who enjoy watching the artists at work. An artist painting a beach sunset for a European family may find themselves sketching a cartoon for an amused youngster minutes later. These interactions build goodwill for partner hotels while cultivating the artists’ communication skills.

By bringing art out of studios and galleries, placing it in busy public spaces, and providing artwork people want to take home as souvenirs, Artvaganza is acheiving their goal of making art accessible “for all and everywhere.” Their success in developing the careers of young Egyptian artists while meeting the needs of Egypt’s tourism industry shows how art can both inspire and integrate with the broader community in meaningful ways. For aspiring artists and travelers alike, Artvaganza’s philosophy of interactive “action art” creates a memorable experience that blurs the lines between artist, artwork and audience.