UNTITLED, ART Online launches this week with a VIP preview on July 30, open to the public from July 31—August 2. Made possible by Artland, the fair features presentations from around 40 international galleries, utilizing cutting-edge technology that promises to exceed the global pandemic on its way to becoming the future of art presentation.
“Our initiative was to develop a platform that delivers a real experience digitally where the visitor can explore and discover artworks,” said the founder of UNTITLED, ART, Jeff Lawson. “We have been developing this technology with Artland for nearly a year now and never would have imagined that a global pandemic would propel the art world online in such an immediate fashion.”
Ed Clark, “Locomotion”, 1963, 75 7/8 x 145 1/2 in, oil on canvas; © The Estate of Ed Clark, courtesy the Estate and Hauser & Wirth.
In a three-dimensional viewing room, fairgoers will have access to typical fair interactions turned virtual—like real time communications with dealers and collectors, and an easy-to-use e-commerce site unique to UNTITLED, ART Online. The platform has been designed to improve the digital purchasing process, offering transparent pricing and interactive content upon entry to each booth, as well as a Buy Now option for real time transactions at any hour of the day.
Allowing galleries unprecedented freedom within their booths, the virtual model gives options for featuring both two- and three-dimensional works, from galleries like Vigo Gallery and Sim Smith, Carbon 12, kaufmann Repetto, Jane Lombard Gallery, Bortolami, and Charles Moffett Andrew Rafacz, Nils Staerk, MAKASIINI Contemporary, Instituto de Visión, PROYECTOSMONCLOVA, and Harlan Levey Projects.
Ed Clark, “Silver stripes”, 1970s, 119 5/8 x 166 1/4 in, acrylic on canvas; © The Estate of Ed Clark Courtesy the Estate and Hauser & Wirth.
In addition to the online show space, UNTITLED, ART Online is accompanied by a program of virtual events in the weeks leading up to the fair, like virtual panel discussions, performances, and studio visits, which will enhance the viewing experience with outside context.
Digital rendering of UNTITLED, ART Online, powered by Artland; courtesy of UNTITLED, ART.
