Melbourne gallery director, Anita Traverso has introduced a new gallery model AT_SALON2 in response to the ailing art market and the recent closure of numerous Australian commercial galleries.
AT_SALON2 is created in the style of a ‘mini art fair’; a concept that does away with the old rules to create a model delivering new opportunities for artists and collectors. This being an industry-first innovation is set to change the way contemporary art is experienced and collected in Australia.
No longer are one or two artists on show for a short period of time as dictated by the traditional gallery model, AT_SALON2 showcases the work of up to 16 Australian and international artists and designers over two expansive gallery spaces for a three month season.
Individual artworks change constantly during the season as collectors take possession of their pieces at the time of purchase – a refreshing improvement for art lovers who seek to enjoy their artwork immediately. This also creates a tantalising moveable feast for frequent visitors to the gallery, as acquired works are replaced with an alternative piece.
Under this new model, the works of established and emerging artists and designers sit side-by-side, celebrating many types of artistic vision across a variety of mediums and themes, not unlike the initiative of Melbourne NOW. Visitors can experience a surprising, enlivening and fresh cross-section of contemporary art on each visit whether frequently or not. Additionally, the program will include talks and forums by industry experts on topics pertinent to new and established art collectors on all aspects of collecting.
AT_SALON2 is an innovation responding to the trends and ailments of the Australian visual art industry. Anita Traverso adds “those who are well versed in history know that times of crisis give rise to creativity and innovation.
The first season of AT_SALON2 is currently on exhibition until 26 April 2014.
