What's in a theme? A compelling exhibition theme can invigorate artists and collectors alike
by Jane Hart
If you're the only show in town, capturing the public eye isn't much of a challenge. But with the more likely scenario of multiple events in multiple venues vying for consumers' attention, gallery owners face a continual challenge of putting a fresh face on "what's new" and "who's playing" in the gallery. Choosing a compelling theme for presenting a gallery exhibition or opening can be one way to put a new spin on something old.
Artists Helping Artists
John Pearson, an artist and art educator at Oberlin College in Oberlin, Ohio, recently organized the "Artists Choose Artists" show--an event in which established artists are coupled with new and emerging artists to display their work side by side. Pearson asked 10 established artists to submit their artwork for the show. Each artist then chose a newer or less established artist to participate and submit a work as well.
"Many of the established artists were educators. Several chose their spouses, two chose students, and one chose an ex-student," said Pearson. "We didn't turn away any art that was submitted." Pearson said that submitted works included weavings, glasswork, sculpture, paintings, prints and photographs. "It was an outstanding and extremely varied show. It was quite eclectic, which is what I wanted," said Pearson.
The Bonfoey Gallery in nearby Cleveland was one of two galleries which hosted the exhibition. Gallery director Marcia Hall said that the emerging artists who were chosen by artists already established in the art community were given a real boost. As a result of the show, the Bonfoey Gallery will now represent a couple of the newer artists. Hall said it is unusual for the gallery to choose a theme, but that the "Artists Choose Artists" theme definitely piqued everybody's interest. "It was such a different twist on things," said Hall.
Using a similar theme, the Wilde Meyer Gallery in Scottsdale, Ariz., found a way to spice up an already successful annual event. "Linda CarterHolman and Friends," was presented there last month. "We have been dealing with Linda's work for about 20 years and have a show for her every year," said Jonathan Henderson, co-owner of the gallery. "But this year we are featuring Linda's work along with other artists she has introduced us to."
Henderson said that coupling a very well-known artist with newer artists is a helpful marketing tool for the gallery. "We know we'll get a certain amount of traffic for the well-known artist, and, as a result, the other works and artists will be seen as well," said Henderson.
Big Shows for Small Works
Another show that the Wilde Meyer Gallery features annually is the "Gem Show," a small works exhibition in which 20 artists submit one or two works that measure somewhere between 5 by 5 inches and 16 by 20 inches. Items range in price from about $100 to $1,500 and include paintings and some sculptures. The show, which has run annually for the past 10 years, has been received very well. According to Henderson, it gives customers an opportunity to buy works from an artist from whom they might not otherwise purchase. "Sometimes people like a particular artist but don't have a big enough space for an artist who typically works with large pieces," he said. "Or perhaps a person can't afford a larger work."
Henderson said the gallery works with several themes throughout the year. "We try things that haven't been done before or try a different take on an old theme. We try to do something that not only is new for the public, but we try to find a theme that will work," said Henderson.
Similar to the Gem Show is the "12 X 12 Art Show" held at the Gallery at Avalon Island in Orlando, Fla. According to artist and show organizer, Una Paris, the show features the work of 12 established and new artists, each submitting 12 original paintings in a 12- by 12-inch format, each priced at $200. Paris said the concept of the show originated with a group of artists in Maine who created a 10 X 10 show with 10 artists showing 10 works of art at a fixed price.
Paris said that this year's show, held in December, was very successful, with more than 160 paintings sold at the gallery during the two-day show period. Paris said the show provides a format for meeting artists (who must be present) and an affordable format for purchasing original work.
Creative Commissions
Commissioning work is another way to organize a creative and compelling theme that will intrigue clients. For example, the Society of Arts and Crafts in Boston will present "Grimm's Fairy Tale" from May 1 to July 25. According to Exhibition Manager Margaret Pace DeBruin, a range of established and emerging artists throughout the country have been invited to choose one particular Grimm's fairy tale--of which there are at least 200--and create an artistic work representing that tale. Works are to be created in traditional craft material, such as wood, ceramics, fiber and glass. Among the fairy tales already chosen are "Cinderella," "The Twelve Brothers," "Rumpelstiltskin," "Rapunzel" and "The Devil with the Three Golden Hairs."
Pace DeBruin said the "Grimm's Fairy Tales" idea came from an interest in narrative ideas and storytelling and the artists' interest in referencing children's or mythological stories in their works. She said there has been a very positive and exciting response from artists regarding this exhibition. These themes don't just magically appear, however--Pace DeBruin and her colleagues sit down yearly and hammer out a list of potential creative ideas for themes to present throughout the year.
Local Color
One way to come up with a creative theme for your gallery exhibition is to look around your community or even your gallery neighborhood. Drawing on the history or attractions around you can be a great way to present a creative idea, network and attract a broader audience.
The Contemporary Arts Center (CAC) in New Orleans is now showing a unique traveling thematic exhibition called "Bird-space: A Post-Audubon Artists Aviary." David Rubin, CAC curator of visual arts, described how the exhibition brings together a broad range of artwork united only by the content--birds. Rubin also pointed out that New Orleans is a likely place for such a show because it is where John James Audubon lived and where he reached artistic maturity. In fact, after viewing the show at the CAC, patrons can go across the street to the Ogden Museum of Southern Art and view original paintings by Audubon.
One of the sponsors of the show is the Audubon Nature Institute, which Rubin said will help the show reach a larger audience and bring in visitors who might not otherwise stop by. The show features 50 artists, some of them internationally known, who are living today and who deal with bird imagery. Much of the art is for sale and may be purchased through the artist or the private collector. The show will travel across the country into 2005.
Themes are not a new idea to experienced curator Rubin. He has organized several other theme shows that won regional best-of-show awards. "Cruciformed: Images of the Cross Since 1980" explored the different ways artists use cross formations in their artwork--from pure abstractions to art based on Old Master prototypes. Rubin also organized "Old Glory: The American Flag in Contemporary Art," which featured the different ways that the American Flag is used as an image or material in contemporary art.
Rubin pointed out that "even what you title the show is important." He organized "It's Only Rock and Roll: Rock and Roll Currents in Contemporary Art," which focused on rock-and-roll culture's influences on contemporary art. Rubin became inspired by the theme after the opening of the Rock and Roll Hall of Fame in Cleveland and chose to name the show after a Rolling Stones song.
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