BEYOND THE GALLERY WALLS By Anne Wallentine
MEET THE INNOVATIVE GALLERIES PROVIDING IMMERSIVE ART EXPERIENCES FOR COLLECTORS
An A-frame cabin in the snowy backcountry woods of Utah does not seem the likeliest place to find a select gathering of art collectors. This winter, however, found an enthusiastic group of collectors gathered in the backcountry studio of artist Bridgette Meinhold, whose encaustic works of snowy mountains mirror the woods that surround her home.
Maren Mullen, owner of Gallery MAR in Park City, Utah, is part of a vanguard of galleries that are changing their approach to the relationships between collectors and the art they acquire. Moving beyond the traditional private view, Mullen is creating a series of “immersive art experiences” for her collectors. Mullen invites small groups to participate in artist-led events, offering collectors a personal experience of art in the context in which it is made.
“I believe it enriches the collector experience,” Mullen says. “It’s beneficial for both [groups],” as “it allows the artists to tell their stories…and offers collectors a unique glimpse into artists’ practices. They get a feel for what
it’s like to be in the studio or out in the forest for inspiration.” Consequently, she says, “collectors feel more connected to the artist and the pieces.”
In the first event of the series, which began earlier this year, guests rode on a Sno-Cat to see Meinhold demonstrate her technique of layered encaustic painting. They were then invited to another nearby cabin for wine, fondue and discussion of the art in the landscape that had inspired it.
“For me, the outdoors is essential to the creation of the art,” says Meinhold. She appreciates the chance to show collectors what that process is like, and they, in turn, are able to deepen their understanding of the artwork they own.
Mullen’s other immersive events included a snowshoeing tour led by artist Matt Flint that allowed guests to see the landscape through the artist’s eyes. Another featured an interactive glassblowing experience with glass artists Nicole and Jared Davis, which provided guests with the novel experience of cooking Waygu
beef over searing-hot glass.
These kinds of interactive, educational events transcend the traditional bounds of collecting and galleries’ straightforward role of facilitating purchases. “People are tired the same thing year after year,” says Mullen. Collectors are seeking new and personal ways to relate to the art they own, and gallerists are increasingly providing them.
Claggett/Rey Gallery in Vail, Colorado, has hosted private wine dinners with artists for a number of years but has recently focused their guest lists to provide collectors with a more intimate experience. With one or two artists and up to a dozen couples, the cozy dinners at a long table in the gallery provide a comfortable setting to both see the artists’ work and discuss it with them in proximity.
Denise Phetteplace, executive director of Blue Rain Gallery in Santa Fe, New Mexico, has also organized private studio tours and luncheons that have proved popular with collectors. “Collectors crave personal connection with the artist or piece of art, and studio visits help make that experience…whole,” she says. Her latest programming venture, which began in May, is a monthly artist lecture series that she hopes will enable her artists to “connect with the community and collectors.” The artists speak on the topic of their choice: in July’s talk, Jim Vogel explains “The Creative Process and Debunking the Myth of the Muse,” giving audiences insight into how artists approach the idea of creativity.
Phetteplace believes that talks provide a relaxed, educational atmosphere and expand the audience to those who wouldn’t necessarily come to a private viewing. “One of the beautiful things about our business is the opportunity to work closely with artists, to get to know them more intimately [and] become more deeply appreciative of their work and their process,” she says. “We wanted to give a little of that experience to the public as well.”
The Legacy Gallery also prioritizes educational events, taking advantage of Scottsdale’s Western art scene to
provide artist-led tours and talks at local museums. Martin Grelle, a member of the Cowboy Artists of America, shared his expertise as he led a small group of collectors through the Eddie Basha Collection of Western art. Artist John Coleman also provided a well-received demonstration and talk at Western Spirit: Scottsdale’s Museum of the West. While some collector events reveal the individual context of an artist’s practice, these tours offer a broader understanding of the artistic style or movement the artist works in.
Uniting artists and collectors around broader themes is also part of RJD Gallery’s efforts to deepen the collector experience. During February’s Black History Month, the gallery organized a panel of black artists that was moderated by news anchors Don Lemon and Chris Cuomo of CNN. Almost 300 people packed in to hear artists Jules Arthur, Harmonia Rosales, Stefanie Jackson and Phillip Thomas speak about their work, which touched on the history of nearby Sag Harbor as well as various aspects of black history and representation. Gallerist Richard Demato says that events like these encourage “new visitors, and collectors that… might not know of us, or [might be] intimidated about art and art galleries.”
In all of these innovative events, the trend toward intimate and informative experiences is clear. Galleries have always been the mediator between artist and collector, but they are now able to deepen this connection by providing in-depth, in-person experiences and fostering a greater exchange of knowledge. As Phetteplace puts it, “It’s not just about the money and it’s not just about the art; it’s the whole experience.” The key, she says, is to create a connection that will “make people feel special and [allow them to] enjoy something unique.” And these events are certainly unique: Mullen plans to continue her series with an artist-led yoga and painting workshop as well as a live-animal painting demonstration.
As these gallerists and collectors are well aware, art is never just about ownership but about the personal connection and story that it provides. These unique events are just one more part of the story that is told.
Wallentine is a freelance arts writer based in
Los Angeles. She holds an MA from the Courtauld Institute of Art.