Not just decorative, original art adds personality and soul to a home. Finding the right piece can be tricky, but these new online art ventures hope to change that...
AP8 x Net-a-Porter
Owning a limited-edition Guy Bourdin print might seem out of the question for most but, thanks to AP8 and Net-a-Porter, it can now be a reality. Working with Bourdin’s estate, the online fine-art platform has teamed up with the luxury-fashion retailer to offer 10 prints by the French artist and fashion photographer, each of which has a limited run of 999. ‘We wanted to distil what made art collectable and understand why that was missing online,’ says art advisor Viola Raikhel of AP8 who, for the past 20 years, has assisted a host of global collectors, museums and luxury brands with establishing collections.
It became evident that buying art online lacked curation (most platforms dilute this by hosting many artists) and provenance. ‘What we have created is a platform that takes away the guesswork and couples it with a seamless shopping experience, which are two of my greatest passions,’ she says. An ongoing partnership between AP8 and Net-a-Porter, two to four collections from leading artists will be made available each year. net-a-porter.com/en-us/shop/designer/ap8
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Metamorphoses Objects
‘Visiting studios and listening to artists talk about work in progress is what I love doing most,’ says Amsterdam-based curator and art historian Nadine Snijders, who founded Metamorphoses Objects last November. ‘I wanted not just to share final works, but to offer access to ideas still in the process of being.’ An idea that took shape during the pandemic while Nadine’s physical gallery Looiersgracht 60 was shut, the result is an online platform that highlights production of individual pieces and their maker’s thinking, which is unpacked through imagery and the Conversations blog.
Featuring 50 objects created in partnership with 20 renowned artists, the first collection includes work by designers from the Netherlands and beyond. ‘Everything is chosen intuitively, but I’m drawn to artists who are inspired by the past while focused on the present, or who combine old techniques with new,’ says Nadine. Working collaboratively with designers, the brand can also create custom pieces. metamorphosesobjects.com
Run For The Hills
If that perfect artwork remains elusive, commissioning a custom piece could be the answer. Enter London-based design studio Run For The Hills, which has just launched a bespoke art consultancy. Specialising in interior design and creative branding, the company often creates or sources art for its commercial projects and is now offering the service to all customers.
A huge advantage is flexibility, as the team can work closely with the client to decide on a brief. ‘It was only natural that our multidisciplinary designers and artists should be brought over to the residential side of the business,’ says creative director Chris Trotman. ‘It’s often more cost-effective for us to make a series of complementary pieces, rather than purchasing art and trying to fit it to a theme. We can also find or create the perfect piece to sit above a particular colour sofa, for example.’ runforthehills.com
MAH x Soho Home
Born due to a lack of artwork being offered for loan for photoshoots, MAH originally started as a prop-hire company and has since grown into a fully fledged gallery. ‘No one was offering contemporary licensed art for hire, so I was always making work myself or borrowing from friends,’ says interior stylist and founder of the platform Laura Fulmine. ‘Now we work with over 100 emerging and established artists across various mediums, as well as offering vintage pieces, all of which are available to hire or buy.’
The company’s latest project is an exciting collaboration with Soho Home, for whom Laura has curated an exclusive shoppable edit. ‘There’s such a diverse range of high-calibre art with something for every budget, which really chimed with Soho House – art is so integral to the interiors of its members’ clubs. Like ours, its customers are creative, curious and keen to make beautiful spaces to live and work in, so of course there was natural synergy right from the start.’ sohohome.com; mah-gallery.com
Gertrude
A quest to broaden the demographic of people who own original artwork was the catalyst for the launch of Gertrude, an art-lending platform that gives subscribers the chance to rent artworks from just £50 a month. ‘We’ve found that a lot of people enjoy the “try before you buy” approach,’ says co-founder Will Jarvis. ‘The pandemic forced a rapid change in the art world, and it felt like a good time to attempt to tackle some of its limitations. The industry can be alienating, so the idea is to make the process enjoyable and easy.’
Original paintings, sculptures and drawings from over 40 artists are on offer, and subscription payments are deducted from the sale price if a purchase is made. A free consultation is also available for anyone looking to find the right work for their home. ‘There’s a big difference between an original artwork and a print,’ says Will. ‘The former is imbued with the artist’s touch and is a vertebra in the spine of their career. Ultimately, we want to make this kind of art accessible for all.’ gertrude.com
