Broward Mall exhibits work of local artists

Gallery is new way to entice shoppers

Westfield Broward Mall is bringing art to the community.

Since April, a gallery in the recently renovated mall has displayed the work of local artists free of charge.

The exhibit was the brainchild of Andrew Martineau, the mall’s marketing director. He said the gallery represents a more economical way for artists to expose their work to a larger audience.

“Artists pay between 20 to 60 percent commission at most galleries,” he said. “The mall is in the center of Broward, and the artists get free exposure.”

This exposure resulted in four sales for nature photographer Sula Miller of Hollywood.

“I think there’s a much smaller market at a gallery as opposed to the foot traffic that would come into a mall,” Miller said.

The collaboration also has paid off for the mall, Martineau said.

“We’re losing a lot of traffic to online purchases,” he said. “Anything we can do to create another experience for the customer is beneficial to us.”

Andrea Huffman of Sunrise said the exhibit’s “professional display” was a factor that prompted her to participate. Huffman’s work with textiles was unveiled at the mall Thursday and will remain in the gallery for sixweeks.

“Itwould be great to find some collectors that are interested in the art, interested in purchasing,” she said. “I also teach classes, so I’m hoping to meet people whowant to learn the techniques I use.”

Huffman said she also hopes the exhibit will encourage members of the community to take a more pronounced interest in local art.

“I’ve always loved the idea of bringing art to people who may not necessarily have attended other art venues,” she said. “Maybe once they see the art in the mall, they develop an interest and then go to museums and galleries.”

The gallery makes art a more universal experience, according to Cory Hunter of Coconut Grove, who recently exhibited his work at the mall.

“It brings the art out of the art galleries, out of places that are inaccessible, to a place everyone’s comfortable with,” he said. “Art should be open to everyone. I think that is what this showcase demonstrates.”

WESTFIELD BROWARD MALL/COURTESY Westfield Broward Mall is exhibiting the work of local artists. The gallery gives artists more exposure and helps the mall attract people who might otherwise shop online.