In conversation with Saff Williams

“Some of my earliest memories involve drawing, painting, and creating on the floor of our house or in the garden. Art became a fundamental part of my identity…”

 - Saff Williams

Saff Williams.

Saff Williams is the Curatorial Director at Brookfield Properties, bringing over fifteen years of experience in the arts sector. Saff holds a Master of Art Curatorship and a bachelor’s degree in art Curatorship, Philosophy, and History from the University of Sydney.

Since joining Brookfield Properties in 2018, Saff has been instrumental in shaping the arts and events strategy, placemaking activities, and the Activated Tenant Program across the London portfolio and Potsdamer Platz in Berlin. She also serves as the Chair of the EC Bid Communications & Culture Steering Group.

Saff has a profound understanding of the power of art across various platforms and enjoys collaborating directly with artists to realise bespoke projects, ranging from large-scale public installations to intimate curatorial endeavours.

Prior to her tenure at Brookfield Properties, Saff was the Curator for the London-based design firm Acrylicize. Her career also includes significant roles in Sydney, where she contributed to the Biennale of Sydney, the City of Sydney, Art HK, the Affordable Art Fairs, and commercial galleries such as Chalk Horse and Tim Olsen Gallery.

Outside of her professional achievements, Saff is passionate about exploring the intersection of art and community, leveraging her expertise to create meaningful cultural experiences.

Brookfield Properties , a leading property agency, has been supporting the creative industries through meaningful art placemaking for over 30 years. Their efforts have centred on enhancing tenant well-being and creating public spaces that are freely accessible to all. In the wake of the pandemic, they commissioned the first report to highlight the importance of arts and cultural experiences in the workplace, titled Art in the Workplace.

Can you share how your journey into the world of art began?

From the start of my studies, I was deeply immersed in the arts, beginning with an undergraduate degree in Art History, Philosophy, and History, which laid a solid academic foundation. A master’s in art Curatorship at Sydney University, then allowed me to gain experience in commercial galleries and managing an Artist-Run Initiative (ARI) that showcased experimental works with strong curatorial rigour and thematic depth.

This led to key roles with art fairs in Sydney and Hong Kong, as well as with the Biennale of Sydney. I then moved to the City of Sydney, a major player in arts funding and large-scale projects, before relocating to London about a decade ago.

Beyond work, my social life has always been steeped in the arts, allowing me to build connections through art events, meeting artists, and experiencing diverse artworks - whether self-funded, government-backed, or patron-commissioned - shaping my understanding of the art world.

Did you grow up in an environment that nurtured creativity?

Yes, I grew up in a deeply creative environment. My mother is an artist with a studio in our family home, and two of my father’s sisters are also artists and curators. Art was a constant presence in my life - ranging from weekends spent in galleries to attending weekly openings. This culturally rich atmosphere nurtured and supported my own creativity.

Some of my earliest memories involve drawing, painting, and creating on the floor of our house or in the garden. Art became a fundamental part of my identity, providing a framework for self- expression and helping me connect with my evolving sense of self.

When did you first realise that a career in the arts was your calling?

It felt natural to me, as art has symbolised an inevitable and gravitational force in my life. It always played a significant role in my upbringing, beginning at home and reinforced in darkrooms and art classes at school. So, it came as no surprise when I decided to study Art History in pursuit of a career in galleries.

In school, I saw myself as an artist, but working in galleries showed me my true strength: curating and promoting others' work. I found my calling in curating and collaborating with artists, allowing me to showcase their ideas while engaging with diverse perspectives and creative expressions. I became enamoured with the relationships between artists and patrons, as well as the influence of the social and political backdrop on artists’ creative drives and the works they produced.

Can you give us some insight into your creative process and the themes or subjects that drive your work?

I find that curation is inherently collaborative and evolves from project to project. Each exhibition reflects the unique contributions of the artists involved and the specific context in which it is presented.

As a curator, I am inspired by the creativity that emerges from constraints, whether related to themes, physical spaces, budgets, or the overarching vision for an exhibition. Once I establish the curatorial objectives, I actively seek out the right artworks and collaborate closely with artists to select pieces from their collections. When curating, my goal is to create a meaningful and cohesive narrative that offers new perspectives for audiences to engage with, whether through discussions or the commissioning of new artworks.

Komorebi by Amelia Bowles at 100 Bishopsgate.

Komorebi is currently featured at 100 Bishopsgate as part of the latest Brookfield Properties activation. Could you explain how this project came together?

The Komorebi installation, featuring four oil-on-aluminum artworks, celebrates the creative endeavours of artist Amelia Bowles and curator Millie Jason Foster of Gillian Jason Gallery. The exhibition represents the second act of the ‘Beyond the Matrix’ creative collaboration I initiated with the Association of Women in the Arts (AWITA) as Curatorial Director at Brookfield Properties.

This initiative underscores our commitment to supporting female creative voices in a city where only 13% of sculpture is attributed to women. Bowles and Foster were the second artist- curator pair selected from the open call we issued last year, ocering AWITA members the opportunity to curate a sculptor exhibition at Brookfield Properties' 100 Bishopsgate. The commissions were selected by a panel of experts, including Sigrid Kirk, Co-Founder of AWITA, and myself. Jodie Carey was the first selected artist, with her work curated by Eve Miller (of gallery Edel Assanti), exhibited from March 5 to September 2024.

Inspired by the feminist legacy of London-based architects Matrix, which addressed gender issues in the built environment, this project envisions Matrix as an imaginary space for cultural innovation. By integrating art into shared workspaces, Brookfield Properties transforms these areas into alternative galleries, offering workers and visitors a moment to pause and reflect.

What kind of experience do you hope to create for those engaging with the installations?

Komorebi translates from Japanese as "sunlight filtering through trees”. This concept aligns with Amelia’s practice, as her work explores the relationship between natural phenomena and urban spaces, encouraging viewers to reflect on their surroundings and the impact of light and colour on their emotional well-being.

From a broader perspective, my curation across our portfolio seeks to create unique experiences tailored to each building and its community. The goal is to enliven our indoor and outdoor spaces with culture, fostering connections and memorable moments. In my work on behalf of Brookfield Properties, we aim to foster long-term cultural partnerships and collaborating with emerging and contemporary artists who challenge conventional thinking and provide fresh perspectives on life.

We believe in art's unique ability to transform spaces from mere passageways into places of gathering, reflection, and community. This is why we have invested in the arts for over 30 years - art creates environments where people feel valued and engaged. It sparks learning, fosters culture, and delivers entertainment across the neighbourhoods we serve.

Throughout your artistic journey, what has been the most rewarding moment for you?

The most rewarding aspect of my artistic journey has been the ability to connect and collaborate with creatives. I recently attended a talk by the French artist and creative Jean-Charles De Castelbajac, who stated, “art has the power to heal the world.” As sentimental as this may sound, it resonates deeply with me, especially when many face overwhelming realities - whether it be war, political turmoil, guilt, or the stresses of climate change.

Art offers a means to express, contemplate, and process these anxieties. You don’t have to create your own work to empathise with another creative; the shared experience fosters a sense of belonging and community. For me, it’s not about one singular moment but rather the accumulation of small moments and the life I share in pursuit of something profoundly meaningful and fulfilling.

What has been the most significant lesson you've learned about yourself, your abilities, or life in general, during your career?

One of the most significant lessons I’ve learned during my career is that stress is inevitable - but manageable. I remind myself: “You’ve been stressed before, you will be again, and you’ll get through it.” While it may not sound overtly positive, it’s a reminder that resilience is key. A career in the arts often stretches you, both creatively and physically, but it also reinforces your ability to adapt and persevere through challenges.

Are there any noteworthy upcoming projects you can discuss at this time?

I am fortunate to be involved in several exciting projects and exhibitions. Notably, I am overseeing a wide selection of applications for the upcoming ‘Of Being Numerous’ AWITA x Brookfield Properties sculptor activation, which will open at 100 Bishopsgate in early 2025. Additionally, I am working on a new permanent artwork commission for our latest development at One Leadenhall, a bespoke commission for Potsdamer Platz in Berlin, and a private curation in Mayfair. I am also developing an overall Arts and Events Strategy for London and Berlin with Brookfield Properties in 2025. These projects keep my mind engaged and inspired, especially in the late hours of the night.

What would be your dream project?

My dream project would be to curate a ‘holy space’ in collaboration with an artist. I’ve always been obsessed with Henri Matisse’s Chapelle du Rosaire in Nice - it’s a space that merges art and spirituality in such a powerful way. I’m also fascinated by the idea of an art gallery or art fair as a kind of secular cathedral, where people come to experience something almost sacred in a completely different context.

Strangely enough, I was recently contacted by a rector about a potential art installation in a London City church, so this dream might actually be closer than I thought!

I’m also really captivated by artist house museums. The idea of creating an immersive 3D environment, like a "fictional characters space" with an artist, would be an incredible challenge. I love the idea of art becoming something you step into - where you’re not just observing but fully experiencing a character’s motivations expressed into interiors.

The [Quick] #FLODown:

Best life advice?

Everything in moderation including moderation.

Last song you listened to?

Finding a New Woman. Surahn.

Last book you read?

William Blake Vs the World, by John Higgs

Can’t live without...?

The Tube.

What do you love about London?

There are so many inspiring places, especially The John Soane Museum in Holborn. I also love that you can be in Mayfair and, less than an hour later, find yourself among the deer in Richmond Park or wandering through the woods of Hampstead Heath.

Website: brookfieldproperties.com

Instagram: @brookfieldpropertieslondon

LinkedIn: Samantha Jade (Saff) Williams