Mosaics of 24-carat gold and sculptures in the lobby. Art as Terra Casa's advantage

The direction set in Wola

The direction was set by one of the line's first projects. At the entrance to Art Deco Apartamenty in Wola stood a mosaic more than two metres in diameter, created by the acclaimed mosaic artist Lubosz Karwat using 24-carat gold fused into glass. This solution later became the hallmark of the entire line — subsequent buildings are adorned with art déco mosaics of semi-precious stones and gold. "Artistic motifs are present in all our projects," emphasised Artur Tłustochowski, president of Terra Casa, as early as 2017, noting that he treats attention to detail and small architectural features as an element that builds a property's value over the long term. This thesis recurs with the developer: in later industry conversations he explicitly links the quality of materials and detail to the fact that a property "significantly gains in value over time and better withstands everyday use".

From a single accent to a layer of the project

Collaboration with artists began even earlier and spanned various media. The sculptor Dariusz Pala created for the developer two "Tree of Life" works, which were installed at the Wzgórze Słowików estate in Warsaw and in the Poznańska 10 project in Kraków. Over time, art ceased to be a single accent and became an integral layer of the project — the common areas of Kraków's SoHo Kraków were enriched with sculptures, murals, paintings and a collection of photographs. The developer consistently treats the entrance space as a gallery rather than merely a functional corridor.

Anna Sermak and the Pola Negri cycle

The latest chapter of this strategy is the collaboration with Anna Sermak, a student of Kraków's Academy of Fine Arts, whose works accompany successive projects. The artist is the author of the sculptures "Kiss in Flight" and "Woman in a Scarf" and of Poland's first fluorescent mural, created in SoHo Kraków. As announced during the opening of Art Deco Marymont, Sermak is working on a cycle commemorating Pola Negri for the Art Deco Mokotów POLA project — a mosaic portrait, a sculpture and another fluorescent mural. Engaging young creators is not only a gesture towards art but also a way of giving each building its own individual narrative.

Art moves onto the façade

In the POLA project, Terra Casa makes a move that sets the investment apart from the rest of the line: a mosaic portrait of Pola Negri — with elements of 24-carat gold and precious stones — will adorn not the lobby but the building's façade. Here art ceases to be an experience reserved for residents and those entering the building, and becomes a public gesture visible from the street. For a brand that has for years communicated that its buildings "have their own personality and history", placing a bespoke work on the façade is the logical culmination of the strategy — the building's patron literally becomes its face. The developer announces that the successive stages of the project on Biała Koniczyna will reference further pop-culture icons of the 1920s, making art a mechanism for giving identity to the entire development rather than to a single building.

The material that frames the work

Art is, moreover, set in the right material. In the common areas of the Art Deco line, the developer uses gold details, natural stone, inlaid and geometric floors, elegant wallpapers and stylish chandeliers and wall lamps referencing the aesthetics of the 1930s. This material consistency means that the works do not function as an add-on but as part of a coherent whole — from the door handle to the sculpture in the hall or the mosaic on the façade.

A measurable advantage in the premium segment

For a brand operating in the premium segment, this is a measurable advantage. In a category where the competition offers comparable locations and technical standards — and Warsaw prices per square metre in this bracket start at 20–25 thousand PLN — bespoke art in the common areas and on the façade becomes an element that is hard to imitate and genuinely differentiates the offer. Terra Casa consistently communicates that its buildings have their own personality and history, and collaboration with artists is the most tangible proof of that promise — turning a marketing slogan into a measurable detail that the client sees every day and which, according to the developer's own thesis, works towards the long-term value of the property.