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Often times, I have been engaged to assist in the procurement of art for a client. It would appear to be a natural progression for a designer to bring the final flourishes to the projects they design. Yet, to tackle this task it is necessary to have some basic knowledge and experience in dealing with the art market.
Personally, I have collected art and photography for as many years as I can remember, and when I was very young and didn’t have any money, I would ‘make’ my own. I have never had any advanced studies on the subject but have picked up what I know through my own curiosity and personal interests. I feel that my eye has been cultivated to look for the level of potency and complexity in a piece.
This experience has been a calling card to my clients, who trust me and permit me to advise on purchasing art, if they are not themselves savvy. It is a role where one wears many hats.
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photo courtesy of Elle Decor
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When we display art in our environments, we are saying something about ourselves and the society which we identify with. There are messages, both obvious and subliminal, about the art we collect and admire, that others may perceive. Daunting to the novice collector, this can be a ‘make it or break it’ endeavor, and when serious money is spent, one would like some guarantees. Not everyone can be flippant and wanton in their approach to amassing an art collection. The average individual looks for guidance and dependability in someone to steer them in the right direction.
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Shopping the gallery scene is very rewarding, but may not actually be to purchase unless one has established relationships with the dealers. The milieu of the gallery world can be too elitist for some, and hardly provides a sense of security when one is an outsider. The pace is quick, and there can be no time for second guessing if an artist is ‘hot’. Just observe the ‘art’ of the purchase at the Premier Art Fair in America.
I offer a solution to those who do not have the interest in scouring dozens of galleries looking for anything that speaks to them, and therefore is more comfortable working with an experienced consultant – one who can make the process informative, painless and even enjoyable. What I found is that there are often options to collecting as well. Though specializing in the corporate or institutional client, there is also an opportunity for private collectors to avail themselves of these same services.
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Looking for a bit of insight, I approached my colleague Cole Harrell, who walked me through the labyrinth of African Art for my previous post on that topic. Cole is executive art consultant at nAscent Art New York, a firm that specializes in representing emerging artists. We had lunch the other day and he graciously answered a few questions I had about the firm he works for, to help shed some light on the process.
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How long has nAscent Art been in existence?
nAscent Art is currently in its 7th year.
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From your perspective, what is the founders’ mission?
At the end of the day, Jen (Jennifer Wallace) just wants to help people, and art is her best outlet. She has a genuine passion for the individual, and lives to see our client’s smiles once the artwork is installed.
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How does this company differ from the traditional art gallery in how they cultivate their clientele, as well as the artists in the consortium?
At nAscent Art, we take a very individual, consultative approach with our clients. Every client will have different needs, and we want to excel above and beyond them. From the initial consultation to the final installation, we’re with you every step of the way, and we’re able to give a customer service experience unlike any gallery in New York.
The same approach is taken with the artists we work with. Each artist has different career needs. I want to get to know them as creative professionals as best I can, so I know how to best help the artist and expand their trajectory.
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What markets do you cultivate and how do you service your clients?
Although we have worked on corporate, commercial, hospitality, and residential projects, I’d say our sweet spots are financial service and law firms. Also, we do a great deal of business with companies that are moving offices; they reach out to us to outfit the new space with artwork.
With a corporate or commercial client, I’ve found the most important thing to consider is maintaining and enhancing their company ‘image’ or brand. I’m thinking “What art can I put together that brings out the best attributes of this company? How do I showcase this client’s success, and reflect that with artwork?”
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In your words, tell me why I should hire nAscent Art instead of another art consultant, or simply doing the legwork myself by visiting galleries that appeal to me.
The paintings we offer and those of galleries are the same, but working with each of us couldn’t be more different. When you work with nAscent, you’re getting an unrivaled customer service experience; you’ll have a team of intelligent, dedicated, and passionate individuals who love what they do and have fun doing it. We tailor every step of the process to meet our clients’ specific needs. It’s a luxury you don’t often find in gallery settings.
Also of note: my boss selected the 50 artists we work with from literally almost 25,000 NY based artists. That gives us extremely high-quality work, and a much larger inventory than any gallery. Since our practice is focused on emerging artists, we have a quality/price ratio that can’t be beat. Not only are you supporting the New York art community, but you’re doing so affordably and comfortably.
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In summation, I would like to know what the advantages are for your artists in being represented by you.
New York has a smaller art market than you might think – and there are many artists competing for exposure and trajectory. Being with nAscent introduces our artists to a market (corporate and commercial sales) they otherwise wouldn’t be able to break into on their own. We give them a voice.
Also, if you’re making excellent work, to have to worry about selling it, which takes time and energy away from the creative process. If you’re with us, you’ll be in the hands of someone who’s extremely knowledgeable, and has the skills and dedication to sell your work so you can focus on creating and perfecting your craft.
Be it a low key, casual approach or a more formal one, there are choices as to how one would like to proceed. It all depends on one’s personality and what is a proper ‘fit’..
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This information should shed some light on which approach is best for you. The fact that most consultants have a curatorial method to amassing collections might also be appealing to you or your client.
For more information on art consultants you can refer to this website.
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Where do you fit in? Do you prefer the research and discovery tactic or the advisory experience?
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Written by Carl Lana
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