Artdelivery: a start-up approach at the School of Fine Arts in Nantes Saint-Nazaire
Art Market | The School of Fine Arts in Nantes has created a new model which intends to make the school’s art circulate while increasing the artists’ visibility. Artdelivery’s service favors the pollination of art through digital platforms, reversing the local art scene’s usual flows.
In 2010, the School of Fine Arts in Nantes incorporated the city’s artothèque in its program. At the time, there were merely 300 subscribers (0.1% of the city’s population) which is why director Pierre-Jean Galdin focused on generating a new audience for the space. In order to increase the artothèque’s works’ diffusion he reversed the usual process : no longer interested in attracting visitors, he decided to take the art to the public. Digital technology offered the solution : through an online platform the Ecole displays more than 400 works that are available for rent (original paintings and multiples), including a delivery, hanging and mediation service.
The artdelivery.fr website dœs not offer an annual subscription; its rates go from 20 euros a month for renting an artwork as an individual, to 200 euros a month for institutions (such as schools) for renting 10 works. Galdin and his team have enriched the artothèque’s collection for the past 4 years through an acquisition policy that gives priority to the works of former graduates and young local artists; only 30% of the purchases are from Parisian galleries. With this strategy, the institution professionalizes its training program and even gœs further by commissioning French artists to create multiples in collaboration with technicians from the Ecole. These constitute the Collection Primaire, which is intended to be rented to schools for a period of one year. The initiative also aims to change the status of art “multiples”, positioning them as “real” artworks, following the efforts of galleries and showrooms such as MAD and SOON. Indeed, small series are more accessible and they offer a different kind of creative freedom to artists that want to work with new materials. Claude Buraglio, Wilfrid Almendra, Philippe Cognée, Shirley Jaffe, Françoise Pétrovitch, Alain Séchas, Tapiès, Amélie Labourdette, Benoît Broisat, Ghada Amer... the proximity to their work on a daily basis also entails a large-scale educational project. The “renters” have created a community on the website, leading to opportunities to exchange on art. The initiative, which is still unique in France, certainly needs to be replicated in order to introduce art into urban and rural areas : more than 80% of collections from Museums, FRAC, Ecoles and other institutions are not publicly available !
Artdelivery.fr, launched by the Ecole des Beaux-Arts in Nantes Saint-Nazaire has been online since March 29th.
Publié le 12/04/2018
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