RAREculture grew out of a passion for pairing real artists and craftspeople with ideators and visionaries. From fine handicrafts to highly technical endeavors, our curatorial expertise and in-house design team produce specifically tailored works. We are advisers, curators, designers, matchmakers and problem solvers, and we span the globe seeking untapped creativity with a passion.

RAREculture creates custom hospitality art programs that enrich the visitor experience and elevate the overall brand story. We partner with top designers, hospitality groups, real estate owners & developers for niche properties around the globe.

RAREculture curates from their deep, international network of artists & artisans, providing a uniquely tailored experience for each property. We commission custom works that are grounded in a sense of place, that weave in the history of the destination and allow property to provide are more rich, holistic and educational experience.

From early design stages to opening day, RAREculture’s internal design team is engaged; from conceptualization & planning to execution of logistics & installation. RAREculture works across multiple scales, from large exterior installations involving building facades & landscapes to intimate guest room spaces.

Susan Kroll spent years as a senior Creative Executive in the fashion industry. She developed a keen interest in untapped artists by way of her travels. What began as a career deviation of chronicling her global finds resulted in a master tome: the germination of RAREculture.

Elle Lachow left her communications career in the financial sector to nurture her creative spirit. Elle joined RAREculture to spearhead business development and marketing, while exercising her creative chops.

Both are passionate about holistic healing and mindfulness, which influence their business approach.