GAGOSIAN, DAVID ZWIRNER, ART BASEL ALL OFFER A VIEWING ROOM ON THEIR PLATFORMS.
What are the benefits of a gallery online viewing room?
When I first started researching for my online art platform, the term online viewing room kept coming up. Gagosian, David Zwirner, Art Basel all offer viewing rooms on their platforms. For those of you who don't know what a viewing room means in the art world, it is usually a smaller separate private room in the gallery, where 1-3 art works are shown, in an intimate setting.
Here the potential buyer/collector can view the selected artworks without any distractions.
The online viewing room is a separate space where you have to register to get access, and in many cases you need to pay a so called entrance fee to view the art work. An online viewing room is an exclusive look at the work of a given artist in a 3 dimensional setting, highlighting exclusive works.
An online viewing room is globally accessible allowing the art dealers and artists to showcase their work to a broader range of collectors and art lovers. Hereby, achieving more reach than a physical exhibition.
The Big Bang situation happened when Gagosian sold an artwork from artist Albert Oeheln over their online viewing room for 6 million dollars! It is of course easier to sell art from a well known artist in comparison to a young emerging one, but it's becoming increasingly popular.
David Zwirner was the first commercial gallery to launch an online viewing room. Now the art market, that in general so shunned the web, has been forced to rethink their attitude due to Covid-19 lock downs and restrictions and many have decided to follow suit.
Especially art fairs that were cancelled physically turned to online viewing rooms such as Frieze, Art Basel and Art Hong Kong.
Digital is becoming the new normal. Some galleries have been doing it for years, others began to implement it due to the Corona restrictions. Since then transactions have been taking place virtually on art galleries and art fairs platforms.
These viewing rooms are not going to replace art fairs and exhibitions in the long run, at least not quite yet.
I say this because there are new movements happening, galleries are forming new alliances, joining together to support each other and organize gallery group shows online, similar to art fairs. If they are successful online what goes to say they won't have the same kind of success physically once there are no more restrictions. Will they then still need the big art fairs to connect?
Viewing rooms are planned and curated similar to a physical gallery space presenting exhibitions 3 dimensionally.
For a viewing room to be successful the technical specifications need to be top notch. Excellent high resolution images of the art work, with concentration on detail and presentation are of great importance. It enables art dealers to make their artists and their work accessible across the world.
It also allows the gallery to extend an exhibition when it is physically over.
Now you have to decide whether you are for or against selling art online. Once you have answered that question for yourself, you can then decide to either jump on or jump off.
2020 Frieze London and Frieze Masters introduced a hybrid format of online and offline activity, with Frieze Viewing Room taking place alongside an expanded programme of Frieze Week activity across London.
Together, Frieze Viewing Room and Frieze Week in London will form a significant moment in the city’s cultural calendar as well as an opportunity for cultural connections and conversations on an international level. Global lead partner Deutsche Bank supports Frieze fairs for the 17th consecutive year, continuing a shared commitment to artistic excellence.
Summery Frieze London Viewing Room:
At Frieze London and Frieze Masters 2020 world-leading galleries participated, including international names such as Gagosian, Marian Goodman Gallery, Hauser & Wirth, Xavier Hufkens, Pace Gallery, Skarstedt, Sprüth Magers, Van de Wegheand. David Zwirner, and the 303 Gallery, A Gentil Carioca, Kavi Gupta, Jenkins Johnson Gallery, Jhaveri Contemporary, Karma, kurimanzutto, Mendes Wood DM, Almine Rechand Sikkema Jenkins & Co. With a strong representation of prominent London galleries such as Sadie Coles HQ, Pilar CorriasGallery, Thomas Dane, Stephen Friedman Gallery, Alison JacquesGallery, Victoria Miro, Maureen Paley, Richard Saltoun Galleryand White Cube, celebrating the city’s position as a global arts hub.
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