By Mark Westall • 16 May 2017
Natasha Chagoubatova and Elena Sereda
Ahead of the launch of ArtCircle, a new curator-led pop-up art platform that will stage exhibitions around the world, showing and selling museum-quality artworks. We caught up with two of its founders Natasha Chagoubatova and Elena Sereda to find out more about about their strategy and why now is the right time.
1.Can you tell us about your business strategy for ArtCircle
We created a new platform, which will be an additional vehicle for already existing players in the art market to reach new locations and audiences.
We are not competing with the existing players but in fact we are a new platform they can use to their advantage, as we have taken the museum model for exhibiting top quality works with collaboration of internationally renowned curators creating selling exhibitions with high cultural value.
ArtCircle platform also allows for international galleries which might not normally have representation in London or other cities, as well as the major art fairs, to participate.
Our strategy is to begin showing in London to prove our financial model works by introducing three initial shows this year and then expanding worldwide. Our advantage lies in the flexibility and mobility of our structure.
2. Is digital important to your new art platform?
ArtCicle concentrates on the idea of creating exhibitions in real spaces, as we believe that to truly appreciate a great work of art, it must be seen in person. However, the digital is also important to us as an archive and channel for promoting artists, curators, and exhibition concept via our website. We are creating a short video for each exhibition, presenting the concept, works and narration by the curator. We are also active on social media such as Facebook and Instagram where we inform and engage wider audiences.
3.It seems similar to Saatchi Salon. Can you explain the differences in your project?
The major difference is that we are completely mobile in terms of locations and exploring new and exciting venues catering specifically for the content of each show, not only in London but also internationally.
ArtCircle is collaborating with different curators and key art world individuals to create a unique one-off show each time. We rely greatly on the high quality of their selection of works to bring shows of the highest cultural value.
4.Can you give us an insight to your upcoming exhibitions, collaborations.
ArtCircle plans two more shows this year in London; in October, during Frieze, we will be presenting 'Minimal Art in Europe' and then another exciting show in December. Despite having our launch this
month and being new to the industry we have already received interest from various individuals regarding future collaborations. Because of our flexibility we can quickly and easily create shows with curatorial input even if a particular work or an exhibition space come our way on a short notice.
Opening this week on Friday 19th May will be ArtCircle's first exhibition Focusing Room in London at 48 Albemarle Street, an imposing four-storey, white stuccoed building in the heart of Mayfair.
The exhibition will showcase conceptual works by Adolf Luther, Heinz Mack, Alberto Biasi, Nanda Vigo, Nicolas Schöffer, Peter Sedgley and Christian Megert, all artists of the Zero movement, and will be curated by Bettina Ruhrberg.
Heinz Mack, Lichtrelief, 1961 Aluminium on wood, 75.2 x 61.5 x 1.5 cm
Nanda Vigo, Diaframma, 1968
Many of the works that feature in the presentation have never been shown in the UK before, and include Adolf Luther's epic installation, Focusing Room (1968), on loan from the Museum of Modern Art in Goslar, Germany. Comprised of twenty concave mirrors arranged on sets of five on a wooden table and spot lit from above, this interactive installation renders light visible as its own autonomous, matter-less medium.
The artwork was originally created for an exhibition at Utrecht University, and at the time included a medium that is, perhaps, inconceivable today: cigarette smoke. The concept was that viewers who smoked would cause some of the otherwise invisible light beams surrounding the installation to be seen. Today, this effect is instead achieved with a fog machine. As with all ArtCircle shows, Focusing Room will be on view for two weeks only, closing 2 June 2017.
Focusing Room Adolf Luther | Heinz Mack | Nicolas Schöffer | Peter Sedgley Alberto Biasi | Nanda Vigo | Christian Megert 48 Albemarle Street, London, W1S 4DH 20 May - 9 June 2017 Private View: Friday 19 May 6:00pm - 9:00pm. 11am-6pm Monday through Friday and weekends by Appointment art-circle.com