The world of art buyers is the world of 'somewhat older buyers'. The national art initiative We Like Art - a website that informs about buying art - wants to change that and tries to reach a different audience. It wants to get younger art buyers interested in buying art. Because many people want to buy art but have no idea how to get started, We Like Art organises low-threshold exhibitions, among other things. Such as 'Size Matters' at Tetem in Enschede. An old textile factory now houses 377 works by a hundred leading and up-and-coming artists. You can buy a unique work of art there for 100 (A6) or for 500 euro (A3).
In Enschede? 'Yes, because many art buyers are already in Amsterdam,' explains Michiel Hogenboom, curator of We Like Art. 'Most galleries are there too. That's where art is most actively bought. It's good to make an exhibition here and expand our clientele in the east of the country.'
There are leading artists among them, but also young talent. However, the names are not listed. We Like Art wants the public to look open-mindedly and buy what they like. 'We borrowed that idea from the Royal College of Art in London. There, people lie in mats in front of the door, it's a hit there.'
Sensation
They have adopted that concept, with the idea of letting the underbelly speak more instead of relying on sounding names, which, incidentally, also hang among them. Michiel Hogenboom: 'For example, there are pictures by Awoiska van der Molen, who is now a big sensation and sells work for thousands of euros. And there are also a few drawings by Raquel van Haver, she was the youngest participant in the Royal Free Painting Prize exhibition and has work hanging in a good gallery in London. She usually makes very large paintings.'
At their request, the artists created works in just two sizes: A3 and A6. With very clear prices: 500 euros for A3 formati and 100 euros for A6 format. Hogenboom: 'It's a kind of experiment, to see if it works. It is very accessible, especially in terms of price, because now you can have a unique work for no more than 500 euros. A price you would normally buy a screenprint for, or a photograph.'
Research
'There is a need for clear pricing,' Michiel Hogenboom knows. 'We conducted research among 500 young art buyers last year. We presented them with an extensive questionnaire. The answers showed, that they orientate a lot online and go to fairs. They visit far fewer galleries. They also want clear prices. So we put that very clearly in Enschede. Funnily enough, online art buyers are interested in the higher price category, i.e. above 1000 euro. A very large group is actively looking at the more expensive works. We didn't expect that.'
Bare buttocks
In Tetem, the works are spread over three walls. To the left and right are A3-size works and in the middle is a wall with works in postcard format. Some of the works were actually sent to Tetem as postcards. It is very diverse work. There are pictures of lethargic people in Asia, idyllic beach scenes with children playing, but also landscapes made from cut-out photos of other landscapes. There are bare buttocks, an owl, recreated wedding photos, expressive portraits and an abstract white work made of cut-off balloon ends. In short: something for everyone, in this old factory hall. And if there is not what you are looking for, you can always experience the installation 'Beacons' in the small room next door. An experience that is also very worthwhile.
Tetem: 'Multi Solo: Size Matters'. In collaboration with We Like Art. More info: www.welikeart.nl and www.tetem.nl
Until 7 February 2016. (Note: Tetem will be closed during the Christmas holidays from 21-12-2015 to 03-01-2016).
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