BANKING ON FUTURE SURREALISM
Nalada Taechanarong looks to shake up the art world by focusing on video-centric works in Xumiiro gallery
Perseverance, dedication and hard work have contributed to the success that Nalada Taechanarong has had with taking Xumiiro, a video-centric Bangkok gallery, from strength to strength.
While she set up shop last year in Bangkok, her Beverly Hills-based venue is a venture she started this year.
Despite video art being a niche market, Nalada is determined to succeed. In a relatively short period, she has managed to showcase the uniqueness of this art form, which relies on using video technology as an audiovisual medium for Thais and foreigners alike.
Before setting her career in the world of art in motion, Nalada specialised in the acquisition of rare luxury items. Due to this, she has always interacted exclusively with well-heeled clientele for much of her life.
“I cater to an avant-garde niche market, so I import high-end fashion brands. I also have a music store in Hong Kong; that’s how I met my artist. My work takes me to many parts of the world.”
At the same time, she visits museums and galleries in search of inspiration for her work. During such trips, she noticed that the art she saw was rather mundane, to the point that she felt bored.
“Maybe I felt like this because I am always looking for something new, challenging and authentic. I’m looking for what makes sense and has potential for the future. What gets me going are niche ideas. When it comes to art, I am inspired to bring back the real deal, which means bringing out the artist’s personality and the quality of his or her work. This is 2020; how many more paintings do you wanna add to this world?” she said.
An invite to an underground experimental music party in Hong Kong which quickly evolved into an art happening, attracting some of the world’s most creative minds, set in motion her desire to launch her video art gallery. “I was enamoured with what I saw. I had just never seen anything like it. These people were doing something truly new. And I knew I was onto something special.”
Not one for procrastinating, Nalada got down to business by forming a partnership with Dutch-born audiovisual artist who goes by the name 0010x0010. Their collaboration turned out to be a hit at MOCA Bangkok earlier this year.
The Thai audience was thrilled to experience his work; an extravaganza stimulating the sight, sound and mind via video, static images, sculptures and 3D audio. She said his speciality lies in creating sound paintings using a range of rare vintage synthesisers and samplers and a futuristic system of modular sound as his colour palette.
Nalada explains what made her decide to bring him on board.
“Out of the pool of great talents out there, I found 0010x0010 to be exceptional! He is very talented and versatile as he can do art, music and films. The passion with which he works is truly amazing, to say the least. He immerses himself in his art and it is an experience to see him work. He lives for the art he makes,” she remarked.
As for what makes him stand out from the rest, she continued: “While other artists mostly use visual and audio from other sources, 0010x0010 brings to the table his own visuals and audio. He might sometimes create the sound first and then the visual or vice versa.
“Much of his work is based on cultural reflections. The quality he creates comes from a carefully selected collection of mostly vintage and modular synthesisers. The audience can feel a connection between old classic art and modern/futuristic art in the work he does. In the #SVRREVLSM series, his work reminds you of old Egyptian or Greek mythology figures.”
Nalada said the aforementioned elements make 0010×0010 a refined and unique artist who blends his various disciplines into intense multimedia experiences that push the boundaries of modern contemporary art. This is a style he calls “future surrealism”, she said.
Her reply to whether she was looking to collaborate with other artists pretty much summed up her vision for the future: “In my opinion, an interesting person makes the art more interesting. This is the reason I currently work exclusively with one artist. If you have the right one, that is all you need to make history.”
Needless to say, reaching the stage of managing a gallery of this capacity has come with all sorts of challenges.
One of the obvious hurdles was the lack of acceptance of video art from contemporary gallery owners. Nalada explained: “We are a new gallery with a new concept. I don’t have an art background, which for some was probably an issue.
“I have received a number of comments from people in the art world, telling me that they are not on board with video art, so there has been resistance. However, I believe video art is the future, which is what I hold to be important.”
Nalada said that for Xumiiro, the works displayed in-person and online are audiovisual art pieces that stimulate the eyes, ears and mind through a combination of stills, video and 3D audio.
She added that more often than not when galleries show video installations, the artist has borrowed the music or sound, however, her artist creates all aspects of their art piece. Nevertheless, her gallery does have works of more traditional media, like mixed media, sculpture and photography, but the primary goal of the gallery is to support audiovisual artists.
“It’s important to keep a unique personality in art. Some might copy your style, but the original work will grow in value. We are not for everyone!”
Another challenge has been the Covid19 pandemic. Besides postponing simultaneous shows with Saatchi Gallery London and Rodeo Drive Beverly Hills, Nalada said that, like other galleries, she had little choice but to display the works of her artist digitally, even though she finds “online viewings a bit boring”.
“Online viewing rooms are a new term, but how are they different from regular websites? There needs to be more than just pictures on a page. To put our spin on this, we made it an immersive visual and audio experience.”
So just how much is video art an investment? The business-savvy gallery owner said that as an investment, video art has the same risks and benefits as any other art medium except that it is an investment for the future.
“Within five years we’ll see video and multimedia art taking more space at conventional institutions, which will make collectors feel more secure when buying and investing, so the value will go up,” she said.
“Buyers can also look to getting revenue from things like audio and video streams, events, and they can even control and promote their piece for it to get attention and potentially go up in value.”
On a personal note, Nalada shared the importance of following one’s dreams despite the odds, saying: “I didn’t grow up having a role model. I grew up having people I didn’t want to be like and was in situations I would have rather shunned. While you cannot pick the family you want, you can choose how you are going to live your life.”
Her advice is simple. “First, get your motivation from the goals you set for yourself. You have to be sincere and honest with yourself about who you are and what you want in this life. You only have one life, so make it count! Everyone has the same 24 hours in a day to make something of themselves. Work towards that.”
Instead of spending your energy and focus on complaining or fighting with people, she suggested spending them on improving yourself instead. “Investing in yourself is pivotal to the future you desire to have. No money in the world can buy the things or skills that you put into your brain. Instead of chasing things that temporarily boost your self-esteem, measure your self-worth by who you are at your core. Behave according to your values and create a life of meaning and purpose.”
To view the Xumiiro collection, a compilation of audiovisual art by 0010x0010, visit vimeo. com/347984020.
For private online viewing and photos, go to xumiiro.com/viewingroom and instagram.com/0010x0010/.
We are a new gallery with a new concept