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A fine art gallery in a Taco Bell or IKEA?

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NY Times reports on an effort to create sales spaces which move away from the mega-dealers, high end international fairs, etc and into "real people" spaces.


This example is in New Haven CT.



The terms Ms. Fernberger struck with the company were exceedingly budget-friendly: IKEA agreed to let her use the space for an entire year for only $1. And that was only one of the attractions of the site. The audience for Mr. Burr’s coming show would probably include students and professors from Yale, and people passing by the site on Interstate 95, Ms. Bortolami said. “Some will come to see the show just because it’s at an IKEA,” she added. “And that’s great.”

Because of the exhibition’s length and low budget, the Artist/City project has allowed Mr. Burr to approach his installation with increased freedom and flexibility. “I like showing in a place that doesn’t have the extreme pressure cooker that rents in New York impose,” he said, adding, “It can evolve over the course of a year, not only with the audience changing, but with the work itself reacting over time to the space.”

The Bortolami Gallery is not alone in seeking alternatives to the expensive push-the-product ethos that bigness brings. The gallerist Gavin Brown, who is based on the Lower East Side and in Harlem, announced last year that he planned to open a space in a deconsecrated eighth-century church in Rome.




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