In the 1960s, the art world was abuzz with the rise of Pop Art and the dominance of galleries like Leo Castelli and Sidney Janis. But amidst the established art world order, a young and ambitious curator named Thomas Hess plotted a daring scheme to challenge the status quo.
Thomas Hess, a brilliant art historian and curator, was eager to break away from the conventional wisdom of the time. He believed that the art world was too narrow and exclusive, and that there was a wealth of undiscovered talent waiting to be unearthed.
Hess’s plan was audacious: to open an art supermarket on Madison Avenue, the heart of the art world. He envisioned a vast, open space where the public could come and buy art directly from artists, without the mediation of galleries. Inspired by the innovations of the advertising world, Hess set out to make art accessible to everyone.
Hess’s plan met with immediate criticism from the established art world. Traditionalists saw it as a threat to their authority and questioned the legitimacy of art sold outside the gallery system. Artists themselves were divided, with some embracing the opportunity to bypass galleries while others feared losing their representation and support.
Undeterred by the skepticism, Hess secured the financial backing of David Findlay, a young art dealer who shared his vision. On September 28, 1967, they opened David Findlay’s, the first art supermarket in the United States.
David’s Plot was a radical departure from the art world norms. It featured a vast array of artworks, from paintings to sculptures to prints, at various price points. Customers could wander freely through the space, examine the art, and make their purchases directly from the artists.
Despite initial resistance, David’s Plot became a resounding success. The public flocked to the supermarket, eager to experience the new and innovative approach to buying art. Artists who had previously struggled to find representation gained exposure and a new avenue to sell their work.
The success of David’s Plot had a transformative impact on the art world. It challenged the dominance of galleries, democratized the art market, and paved the way for the emergence of new and alternative art spaces.
- $1 million: Estimated annual sales at David Findlay’s within a year of opening
- 400,000 visitors: Annual attendance at David Findlay’s during its peak
- Over 3,000: Number of artists who exhibited their work at David Findlay’s
The concept of an art supermarket has been adapted and adopted in various forms throughout the world. Today, there are numerous art supermarkets and alternative art spaces that offer a more accessible and inclusive way to experience and purchase art.
- Research your artists: Before selling your artwork in an art supermarket, take the time to research the artists and their work to ensure it aligns with the space’s aesthetic and mission.
- Price your art competitively: Determine a fair price for your artwork based on its quality, materials, and market value.
- Engage with the customers: Be prepared to interact with customers, answer their questions, and provide information about your work.
- Build relationships with other artists: Collaborate with other artists who exhibit at the supermarket to create a sense of community and cross-promote your work.
- Overpricing your artwork: Avoid setting unrealistic prices for your art, as this can discourage customers and damage your reputation.
- Lack of preparation: Ensure that your artwork is professionally presented and ready for display before exhibiting at the supermarket.
- Ignoring the customers: Neglecting to engage with customers can hinder their interest and deter sales.
- Failing to promote your work: Actively promote your artwork through social media, email campaigns, and other channels to increase visibility.
Q: What was the inspiration behind David Findlay’s art supermarket?
A: Thomas Hess envisioned David Findlay’s as a way to make art accessible to everyone and challenge the dominance of galleries.
Q: What impact did David Findlay’s have on the art world?
A: David Findlay’s democratized the art market, provided a new avenue for artists to sell their work, and paved the way for the emergence of alternative art spaces.
Q: Is the concept of an art supermarket still relevant today?
A: Yes, the concept of an art supermarket remains relevant today as there continues to be a demand for more accessible and inclusive ways to experience and purchase art.
Q: What are some tips for selling your art at an art supermarket?
A: Research your artists, price your art competitively, engage with customers, and build relationships with other artists.
Q: What are some common mistakes to avoid when selling your art at an art supermarket?
A: Avoid overpricing your artwork, ensure it’s professionally presented, engage with customers, and promote your work effectively.
Q: Is it necessary to have representation by a gallery to sell your art at an art supermarket?
A: No, one of the key principles of an art supermarket is that artists can sell their work directly to the public without the need for gallery representation.
Q: How do art supermarkets vet the quality of artwork they exhibit?
A: Art supermarkets typically have a selection committee or panel of experts who review and select the artwork based on its quality, originality, and alignment with the supermarket’s aesthetic and mission.
Q: What are the benefits of selling your art at an art supermarket?
A: Selling your art at an art supermarket offers exposure to a wider audience, direct sales without gallery commission, and the opportunity to build relationships with collectors and other artists.