July 19, 2009
First driven by tourism and foreign investment, more and more entrepreneurs who are linked with the art to position your company and buy and sell works. All thanks to the high level of local artists.
They say that one day Ludwig van Beethoven shouted to an audience: "The art! Who understands! Who can you see in this great goddess? "... With the strength of another logic, is known to streamline business investments within the artistic Mendoza is undoubtedly a very complex task.
For starters, perceptions about the local art market are very diverse: some believe (and insist) that there is no market as such. Other more optimistic feel that is developing slowly, especially after the 2001 crisis with the devaluation of the peso and the advent of tourism and foreign investment. While others believe that there is a market, which has its own logic and should be discovering.
Those who refuse to believe that there is a market, argue that there is a circuit where you sell and buy with some promotion, advertising and continuity over time. Furthermore, they claim that private attempts to use art to sell their own companies.
On the public sphere, saying that the state has a fatal lack of a map that promotes inclusive cultural policy to which they add that in the circuit of public rooms are exhibited artworks but not marketed.
"I have said repeatedly: the art market but Mendoza is forming there," said the official dealer and Culture of the province, Daniel Rueda, closer to the moderate line, who also believes that "we are all privileged Mendoza "to list the factors that favor this sector has.
"Now there are employers with a more globalized and look to art for the image of your business", and went on to say that the development of the wine industry contributes as much as the geographical position of Mendoza, which serves as a link between Santiago and shaft Chile and Buenos Aires.
But what stands out is the Wheel "extraordinary level of artists that has the province," and ensure that "art is an investment" and that "a new generation of investors and (artists) plastics with another look."
Viviana Bianchi, a local cultural manager several ventures to his credit, said that "there is a market and this has a great deal in contemporary art." According to Bianchi, in Mendoza "fashion art is like wine." Although ensures that both have an own spirit far from fashionable concept, so eldéficit comes from the lack of a subsisting circuit with persistent public assistance.
"The artist needs to sell in order to live and work needs to spread," said Bianchi, who worked for this purpose in a project promoting Routes of Art, as the wine routes in the province.
The fact is that works of art are symbols that transcend borders and cultures. However, these luxury items also represent a certain status which results both in culture and in power and investment.
This combination that gives a work of power and status requires some own laws that go beyond the market. In this sense, Graciela Distéfano, university professor and director of the Contemporary Art Space (ECA) said, "This is a market upside down.
Reduced demand. Economists would say that is a small niche with certain characteristics that become art valued commodity. And because the work becomes ready to be sold. Not because the work is itself a commodity. Things move in and out of the state of goods. Nothing good is born. With passes works the same. "
Distéfano noted that in the local market "nobody gives certain data. All are masked. It is labyrinthine. The art market is full of lies. Here there is supply and demand, there is a tug of war. You do not hit the great concepts of economics. This is a bazaar economy ".
With the thoroughness that gives the analysis and experience of cultural management, this academic was instrumental in asserting that "(works of art) are not easy to sell items. As Bourdieu says, 'you are trying to sell art brings to market something that no one has claimed.' "
"If one wants to buy a work mendocino-continued Distéfano-you will not find a culture of buying and selling on the street, because he has tried to protect the mythology of the work: its inaccessibility that gives them more value. The reality is that artists sell in their own shops. "
This faculty member elaborated on some clues that model this activity: "that is valued in a work market there are a number of features that must be met: originality, unique piece, authenticity", to which he added that " There are certain techniques that are more valued than others. There is also the market of the old masters (old masters), reaching millions and millions, and the contemporary market, selling at fabulous prices and where is the question of whether it is art or not. "
Furthermore, Rueda explained that Mendoza is a market with prices of less than 5 digits and the values range between $ 3,000 and $ 5,000, according to the author's signature and trajectory.
However, this market marchand compared this with others who questioned how "they do not know what business profitability offered by this". And exemplified in the case of some young plastic (like Buenos Aires or Mendoza Castillo Donati, winner of last Salon Vintage) 5 years who works quoted between $ 900 and $ 3,000 now in between $ 9,000 and $ 12,000.
Two features distinguish this market also are taxes, which "are expensive as luxury objects, is considered a painting or sculpture like a yacht." And art as a safe haven, which is transportable and can be sold at any time, anywhere, "said the director of the ECA to conclude with the idea that" it is easier to sell the most expensive works of the great teachers, are an example. "
But this market was not exempt from the current economic crisis affecting the world since the middle of last year.
This effect has resulted in Mendoza, fewer sales because many foreign buyers (mainly European and Chilean tourists) visit the province no longer as before to make new investments.
In this regard, Rueda said you observed in your last trip to Holland, the art market has had a fall of 30% in the past year and a half.
The adviser said the downturn in the local market affects the new collector, who emerged a few years ago as the "new rich" and are now asking for financing when buying a work. "Between 3, 5 and 6 installments are asking," he said.
In his opinion, the buyers who are real passionate collectors and art, with some share of fanaticism clear, still buying with the same interest and as an investment that will multiply over time. Rueda said that the local market has an "excellent price and quality with class work."
In Mendoza, wineries and luxury hotels became a dynamo amazing local art market. The almost playful relationship that was established between the two resulted in increasingly will be combined wine and art in a natural way.
Thus emerged as strong bets Bodega Familia Zuccardi room. As a patron of art, according to Cava responsible for Art, Eva Rodriguez, "Ema Zuccardi has been a big promoter of associating wine art. This is a luxury market and the art comes as an added value associated with wine. "
In your opinion, entrepreneurs have "taken the lead to promote the arts and local culture seeing the grain trade," said Rodriguez.
The Art Cava are not charged to the artists, but they are elected by the winery, while advertising and the diffusion is performed by the company and the entrance to the cellar is free. In addition, many artists were buying their works, said from Zuccardi.
Fernando Gabrielli, and responsible for organizing art Navarro Correas winery, said that since 2004 there is this space in the company. And defined the market "as a variable, which is pulling and a consumer who buys on impulse."
Navarro Correas's strategy is to invite major plastics Mendoza, who make samples every 4 months in the cellar where a meeting takes place one invited about 200 people.
Gabrielli also is manager of a cultural hall in the city and is called La Garita. There are continuously exposed local artists and in his opinion the market has a movement based direct contacts between artists and buyers.
Juliet Gargiulo, curator of the Museum of Salentein Killka in Valle de Uco, said that this is one of the museums of the world's foremost winery. "We have won, 'he said with the World Gold 2009 in the category art and culture of the Great Wine Capitals".
Killka The museum has a collection of Argentine art contemporary Dutch art, also has temporary exhibitions galleries where the works are sold. Not only exposed his own collection but also the local authors.
For Gargiulo "wine is not just an industrial product but also has a great cultural burden. There is a world tangible and intangible accompanying and contains ".
The newly opened The Modern Hotel, now has a space dedicated to the exhibition and sale of works. Your responsible, Rebeca Sarelli, said the aim of the Art Gallery is "to promote and market artists with plastic qualities."
This signature sanjuanina has vast experience in the art associated with its business, and that years ago began as a patron of various young artists.
"Today the art of betting through the wine region to create market and we have already begun. Actually, it seeks not to depend on Buenos Aires, "said Sarelli.
March 17, 2009
To promote art and local wines, lawyer and art dealer Daniel Augusto Mendoza Wheel traveled to Holland, Belgium and Luxembourg. In addition to some concrete actions to develop exhibitions in these cities, enjoyed, participated in various cultural events and visited tourist sites.
The lawyer and Daniel Augusto Mendoza marchand Wheels made recently traveled to Europe with the aim of adding to the stock of art and wine being made in different cities, the popular resort of Utrecht in the Netherlands.
But the tour was not only designed to strengthen commercial ties. Knowing the cities, its culture and its people, were part of the planned tourist Rueda, who acknowledges a passion for art. And on this note, I approached some interesting postcards from his travel diary, which he wanted to share with MDZ.
Along the way, he was in Benelux Netherlands, Belgium and Luxembourg, attended various courses and met the Van Gogh Museum and the Rembrandt House in Amsterdam city, as well as that of Rubens in Antwerp, Belgium (in photo, the facade of the German painter's atelier).
In the Netherlands attended the Internationaal Kamermuziek Festival (International Festival of Chamber Music) and witnessed the gala young violinist Janine Jansen.
And days later, he participated in private wine tasting organized by Menno M. ten Berge, who is the provider of the Dutch crown wines.
"Both the Dutch music concert, as the tasting, were opportunities for disfusión mendocino art and fine wines giving our land," he told MDZ, Daniel Augusto Rueda.
And in this regard, considers Wheel "Mendoza can be the center of a hub of the Pacific to the Atlantic, within the art market, not only because of the strategic location of the province, but also, for the most excellent level of artists with whom we "-and who, acknowledges, very proud.
Thanks to these actions and to bring local art outside the province, Rueda some samples of art projects. Among them, one in Utrecht in 2009 and one in Dubai (UAE) in 2010.
Source: http://www.mdzol.com/nota/106476/ # popupv00465v7