Francois Samson
Into Abstraction
Much like the nature of the genre itself, the market for abstract
art is full of surprises. Fortunately for galleries dealing
in abstract art, developments in the market are positive, and
artists are pushing creative boundaries in response. “It’s
an exciting time to be in the abstract market. Abstraction is
a part of a trend indeed, the market for abstraction seems healthy,
as many artists move from representational work into pure abstraction,
or at least add it to the mix of genres they’re creating.
Although some artists agree that the genre’s breadth could
overwhelm a first-time buyer, many say its diversity means that
a collector can find a piece that perfectly suits his or her
space, personality and style.
The Market: Interest
in Abstract Climbs
The book Generation X is one explanation for abstract art’s
popularity. Born in the 1960s and ‘70s, the generation
doesn’t necessarily like to be told [what something means];
Abstraction creates a lot of freedom for them. But Gen-X’ers
aren’t the only ones who are drawn to abstraction. Michael
Havers, art dealer in the United States and good friend of Bohemia
Galleries, says he and his colleagues work with older collectors
who are searching for abstracts for their second homes. “These
homes seem to be more contemporary than buyers’ first
homes, so abstracts suit the space really well,” he says.
“It’s a little surprising; these aren’t the
buyers you might expect for the abstract market, but here they
are. ”Another surprise, Michael says, is buyers’
affinity for eclectic collections. “We’re seeing
more of a mix in how people are collecting and what they’re
willing to buy,” he explains. “There was a time
when buyers would never cross genres—[they would] never
consider an abstract piece for one room if they had a traditional
piece in another room, but that’s changing.”
Abstract art is growing in the corporate sector as well. Cristi
Smith, president of Ford Art, says corporate buyers and interior
designers continue to be important connoisseurs of abstract
art. “Most abstract art is androgynous, not committed
to a subject matter and most often not controversial,”
she says. “This is a huge appeal to this audience.”
Pietro Adamo
The Challenge:
Educating our Customers
Abstract art is often the media’s favourite artistic punching
bag. Every once in a while, reporters on television and in news
magazines sucker-punch the entire genre by suggesting that the
neighbour kid down the street could produce the same pieces
that established artists create. Couple the media’s bias
with the an unseasoned collector’s belief that it’s
hard work to comprehend abstract art, and the techniques of
marketing and selling abstract pieces change, requiring different
strategies than selling Impressionist art, for example. Some
collectors, of course, require no help. Even if they’re
new to the genre, they respond to the colour, form, movement
or other quality in the work. But from the types who might shy
away from abstract, we get one of two responses: “What
am I supposed to see?” or “I could do that.”
“Part of the process [of selling abstractions] is getting
collectors over that hump. Abstraction is about emotion and
visual experience. It’s the places it takes you, the pleasantness
or severity of being around it we must figure out ways to help
our buyers understand that they don’t have to be high-brow
art critics to appreciate—and even love—abstraction.
One way to connect with the painting is to create a connection
between the artist and the collector. This method works for
Craig Allan a new artist or Bohemia Craig works in a variety
of mediums, including acrylic and oil paints, collage and photography.
“My work is pretty diverse,” he says. “So
the market for my abstracts is really different from the market
for my mixed media. I think buyers feel more confident when
they can talk to me about my work.”
John Milan
The Trends: Size, Texture and
Colour
Because the abstract market is so broad, identifying major trends
is challenging. But several artists identify one common thread:
The market for oversized abstract art is hot. We definitely
think the abstract market is still hot. So many abstract painters
of the late 20th century have been solidified as masters of
the movement. There's such a great public awareness now of Rothko,
Jasper Johns, Jackson Pollock, etc. People want their own abstract
masterpieces.” We also see a trend toward abstracted landscapes.
“I think when times are rough (being at war, the threat
of a recession), people can flavour something more readable
it's psychologically comforting.” Michael is seeing another
trend: oversized with works as big as 4 x 6 and even 4 x 8 feet.
“I think oversized abstracts’ popularity is due
to a relatively small number of oversized pieces in reproductions
and posters,” Michael says. “With bigger pieces,
you can put more texture on and add more depth to them.
No Limits (Abstract Show) 11th to 26th April Bohemia Galleries
7 Gillygate York YO31 7EA Tel: 01904 466488 sheana@a-r-t.co.uk
www.a-r-t.co.uk
