AN ART-FULL MEAL
When a meal transcends from being simply an epicurean delight to a visual carnival of artwork, you know you are in someplace special.
At Choko La, a boutique chocolaterie in Khan Market, bright frames of contemporary art adorn mustard-yellow walls, intriguing customers.
And intrigue is exactly what the chocolaterie aims to do. In the effort which started in May, Choko La—in collaboration with Nirvana, an organisation that supports Indian Art (started by Manjula Singh and art consultant Tina McGonagill Singh)—provides a platform for upcoming artists.
While diners enjoy a meal at Choko La, they can also browse through the artwork brochure Nirvana collects and chooses artwork of fresh and talented artists and fixes the prices; these are then put up on the wall of the restaurant’s top floor. Interested customers often pick up paintings, the proceeds of which go to Nirvana and the artists.
“It is not about selling a single item. The aim is to get the artist noticed. One piece might whet the appetite of the connoisseur, who then is referred to Nirvana for further perusal of a certain artist’s works.
The prices are fixed by Nirvana as it is their core competency; we only suggest that the character of the artwork should gel with the ambience, décor and client profile of ChoKo La,” says Preeti Trehan, director (sales and marketing). The artwork changes every 20 days so that customers get to see fresh strokes.
Prices range from Rs 35,000 to 1.3 lakh. Last month, the works of artists Vidhan, Vinita Dasgupta, Mintu Mallik, Ranjan Paul, Frenny Billimoria and Arun Pandit were put up, and the chocolaterie sold three large paintings.
“Our clients appreciate this venture and the recent sales point towards positive feedback. We are happy with the response,” says Trehan. Contact Choko La at 41757570 for details; artists who want to showcase their work should approach Nirvana.
| 
