8 ESSENTIAL STEPS TO
COLLECTING EMERGING ART
BY REBECCA WILSON Chief Curator and VP, Art Advisory, Saatchi Art
CHAPTER 1
WHY DO WE BUY ART? For centuries people have been collecting and buying art for many reasons. Our lives are enriched by beautiful and stimulating works, whether in the office or the home; we want to support the creative talents of artists; we feel a strong emotional connection to the works we buy; and there is also the added bonus that a work we purchase might go up in value.
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Johann Zoffany’s The Tribuna of the Uffizi (1772-1778) which shows a room of the Uffizi Museum in Florence,dominated by the Medici family’s art collection
Buying and collecting art was until recently a privilege that only those with significant wealth could enjoy. The Medici banking family were huge patrons of the arts during the Renaissance, acquiring works by
Michelangelo and Leonardo Da Vinci; in the 19th and 20th centuries dynasties such as the Guggenheims and Rockefellers amassed fabulous collections of works by the most famous artists in the world. 3
Herbert and Dorothy Vogel in their Manhattan apartment
But there have been notable exceptions to the rule, such as Herbert and Dorothy Vogel who lived in a one-bedroom apartment in New York and in the 1960s began buying art. Herbert was a postal clerk and Dorothy worked as a librarian. They both loved art, paid little attention to the opinions of critics or gallerists, and had just two rules: first, they had to fall in love with the work, and second, it had to be Saatchi Art | Collecting Emerging Art
small enough for them to carry home. The Vogels ended up with a collection of over 4,000 works by major artists of the 20th century such as Roy Lichtenstein, Donald Judd and Chuck Close. In 1992 they donated their collection to the National Gallery of Art in Washington, D.C. In addition to buying art we love, we are also attracted to artworks that remind us of places and experiences.
THE VOGELS ENDED UP WITH A COLLECTION OF OVER 4,000 WORKS BY MAJOR ARTISTS OF THE 20TH CENTURY SUCH AS ROY LICHTENSTEIN, DONALD JUDD AND CHUCK CLOSE.
Purchasing a work while on a trip can be a wonderful reminder of a great adventure in a new city or country. Giving a work of art is a perfect way to mark a milestone in someone’s life– a birthday, or wedding. It’s a gift that will endure as a long-lasting celebration, as well as being something that can be handed down to the next generation as a valuable heirloom.
Art is of course primarily an expression of the artist’s vision of the world but the works we gravitate towards and choose to buy are also reflections of us, and what we value socially as well as aesthetically. Through the works we buy and live with we can show our support, for example, of women artists or through politically relevant work express views we have about the world and open up conversations with friends and family. 5
CHAPTER 2
THE CHANGING LANDSCAPE OF THE ART WORLD Over the last 5 years the landscape of the art world has changed dramatically, with online galleries making buying art much more widely accessible.
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John Tierney Bandit at LACMA, LA $5,170
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Artist Alec Cumming in his studio
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There is now an alternative to the traditionally intimidating and exclusive art world and for the first time in centuries people who love art and enjoy going to exhibitions can translate that passion for art into acquiring original works for their own enjoyment. Art is no longer the preserve of museums or
much wider selection of works in different styles, sizes, and in a range of prices.
wealthy collectors; it is something we can all discover and enjoy.
market and meeting the needs of people who want to buy art but have previously found it difficult.
Representing artists all over the world, online galleries have made it much easier for people to discover new artists, learn more about them, and buy their works in a transparent and friendly environment. Buying art from brick and mortar galleries can be the opposite: you might find a very small selection of works on display with no prices indicated, very little information given about the artist, and the gallery might also have a preferred pool of clients they wish to sell to. In contrast, online galleries are transparent with pricing, and are able to represent a
In 2013 the Hiscox Online Art Trade Report valued the online art market at $1.57 billion. By 2017 it had increased to $4.22 billion, indicating that online galleries are filling a huge gap in the
Not only is the online buying experience fulfilling buyers’ expectations around pricing and discoverability, it is also transforming thousands of artists’ lives all over the world. Many more artists can now show their works to a global audience through online galleries and social media, and make a living from their work. Our mission at Saatchi Art is to bring together artists and people who love art, offering expert advice about buying art and all the information you need to make an informed decision. 9
CHAPTER 3
DOING YOUR HOMEWORK There are two approaches to buying art. You might see a work online or in a gallery and fall in love with it. You instinctively know you have to have it and probably buy the work immediately. The second involves taking your time to go to exhibitions, degree shows at art colleges, looking at a wide range of works online, and doing plenty of research before making an informed decision.
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Works by Lewis Brander at his degree show exhibition at Goldsmiths, University of London
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Ziyun Zhang, Dependence, $2,590
Going to lots of exhibitions will help you expand the range of visual material you are exposed to, and enable you to decide what you like and why. MFA shows are an exciting way to discover emerging artists who have just graduated from ď„ ne art courses and to see Saatchi Art | Collecting Emerging Art
what the new trends are amongst younger artists. Buying works by new graduates before they get taken on by galleries is also a very affordable way to start your collection (once they are taken on by a gallery their prices are likely to double), as well as being a critical time to support artists at an early stage in their careers.
In our series One toWatch Saatchi Art’s curators identify some of the most exciting emerging artists from around the world. This ongoing series offers a great way to get your finger on the pulse of what is up-and-coming, as well as benefit from the expert eyes of our experienced curation team. Ohad Sarfaty, War Games, $6,560
If you would like more in-depth guidance on what to buy or advice about investing in art, Saatchi Art offers a complimentary art advisory service. We have 5 curators who can make recommendations, provide additional information about artists and their works, and help with speciď„ c projects or requirements you have. You can contact our curators for a personal consultation by emailing curator@saatchiart.com.
Miss Aniela, White Witch Awakening, $1,075
Place your bets on the latest rising stars such as Jin-Woo Prensena, Ziyun Zhang, Ohad Sarfaty and Miss Aniela. Explore more of our One to Watch artists on saatchiart.com.
Jin-Woo Prensena, Faraglioni, Capri, $6,900
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CHAPTER 4
INVESTING IN ART There are no guarantees when it comes to investing in art and the most important consideration is that you love the work you are buying and will enjoy it for years to come.
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Artist Isaac Moss in his studio
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Ellen Paige Leach, Church Cove - Porth Leven #6, $670
Alex Pearce, The Moon Through the Abyss Part 3, $3,000
But if the investment side of buying art is an area that you want to explore then buying works by emerging artists is probably the best place to start. David Stevenson in the Financial Times says buying emerging art is “the equivalent of investing in frontier market equities. Rather than buying the global names that appear in the big auctions or the best galleries, you invest in the
artistic equivalent of Mongolia or Cambodia: the young artists coming out of MA programmes.�
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Works by emerging artists have the potential to increase in value and a much greater financial upside than works that are already priced in the tens of thousands of dollars.
While he was a student at the Chelsea College of Art & Design in London, Peter Doig made his famous painting, White Canoe (1990-1). The work was sold many years later in 2007 at Sotheby’s for £5.7 million. To help navigate the emerging art world, Saatchi Art publishes an annual Invest in Art report in which we
While there are never guarantees when it comes to investing in art—and you may never wish to sell the works you purchase—many of the artists carefully chosen for our Invest in Art Report have gone on to enjoy significant success with the value of their artworks more than doubling.
introduce outstanding recent graduates from the world’s top art schools, and highlight a selection of artists at the next stage in their careers who are attracting international acclaim and recognition. We also celebrate the successes of artists who have been introduced in previous editions of this report. Since launching our first report in 2013, our aim has been to promote promising emerging artists whose artworks show strong potential to increase in value, and to give collectors the chance to be among the first to discover exceptionally talented emerging artists.
Harry Clitheroe, Driveway, $2,410
VIEW THE COLLECTION: INVEST IN ART 17
CHAPTER 5
FALLING IN LOVE WITH A WORK OF ART A recent survey carried out by University College London concluded that looking at beautiful works of art has the same impact on the brain as falling in love with a person (or dog). The brain of each participant in the survey was scanned as they looked at paintings by Botticelli and Monet, and the blood flow to the part of the brain associated with pleasure and desire increased by as much as 10 per cent.
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The Head of Gauguin Among Other Objects by Erin Morrison
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Elizabeth Lennie, Seaside Italy, $4,550
We all know that looking at art makes us feel better but, thanks to this scientific survey, we now know what is actually going on in our brains. When you are thinking of buying an artwork the most important factor is that you should really love the work. There are no guarantees that a work Saatchi Art | Collecting Emerging Art
will increase in value (although there are some indicators that we will discuss in the next chapter) and there is huge value in any case in buying a work that is going to give you enjoyment every day for years to come. When you add up how much you spend on cappuccinos each month the work will probably seem even more reasonably priced.
5 QUESTIONS WORTH THINKING ABOUT AS YOU CONSIDER WHICH WORKS YOU WOULD LIKE TO BUY:
A Ruiz Villar, B17062018, $2,690
1. How does the work make me feel? 2. What is it that I like about it? The colors, the shapes and forms, the subject matter? 3. Is the fact that I can’t put my finger on what it is about it that I like, exactly why I like it? 4. Do I have a particular place in mind for it? Above a sofa, in a bedroom, in an office? Will it inspire the right mood for those rooms?
Tawny Chatmon, Leaders of the Pack - Shiloh, $1,570
VIEW THE COLLECTION:
5. Does it make me see the world a little differently?
COLLECTOR FAVORITES 21
CHAPTER 6
HOW BIG DOES MY BUDGET NEED TO BE? The stories about the art world that get covered by the media tend to be about works selling for millions, but focusing on works by emerging artists means that you can acquire stunning works at reasonable prices.
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An auction of works by Francis Bacon taking place at Christie’s, New York
Buying online can also be a very economical, as well as efficient, way of purchasing art as you don’t have to pay the usual gallery commission of 50% (our commission is just 35%). You can take your time and browse through a lot of works easily without having to traipse around multiple galleries that have small inventories before finding something you like. Once you have decided that you would like to buy a work of art, it’s a good idea to establish your budget and stick to it.
Then within your price range, look and see what works are available— for example, for the same price you might be able to buy a painting or a limited edition photograph or a piece of sculpture. The artists we represent set their own prices based on previous sales, their level of experience, awards won, education, and the time spent on making each piece of work. All the prices are vetted by Saatchi Art’s curators so that you can feel confident about the validity of the prices. 23
Hormazd Narielwalla, A Little Bird Called Circle, $880
If you are buying a photograph find out whether the work comes mounted and/ or framed or if that will be an extra cost. This is something one of Saatchi Art’s curators can find out for you. If you are buying a painting and you want to hang it with a decorative frame that is likely to be an extra cost too which you’ll need to factor into your budget. Saatchi Art | Collecting Emerging Art
At Saatchi Art we represent an unparalleled selection of works in a wide range of prices to suit every budget. This means you can come to us for all your needs, from a stand-out investment piece or large-scale outdoor sculpture, to a big gallery wall requiring lots of more affordable smaller works, or a series of limited edition photographs.
Christian Hetzel Blue Grey $12,500
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CHAPTER 7
BUILDING A COLLECTION Over time you might decide to acquire more than one work and that you would like to give your growing collection a cohesive theme.
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INTERNATIONAL ARTISTS ON THE RISE
You could take an eclectic approach, like the Vogels, bringing together a range of styles which are united in size. Another path is to focus on one category of art, such as artists where you live, which is also a great way of supporting the local community of creative talents. Or you could concentrate on one medium, like Elton John who has
built up an important collection of photography, featuring our artist Dean West; or Peggy Guggenheim who collected abstract and Surrealist painting and sculpture, the contemporary art of her day; or like Cornelius Vanderbilt who amassed a collection of 670 drawings, which he gave to the Metropolitan Museum in New York. 27
We have curated a variety of collections with works by our artists for you to see how different mediums work together to begin to curate your own collections. Here are some selections of works grouped by color, theme, style, medium and size. DRAWING COLLECTION
ABSTRACT EXPRESSIONISM PAINTINGS
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WALL SCULPTURES
PORTRAITS REVISITED
INSPIRED BY OLD MASTERS
NEW STREET ART
SURREAL PHOTOGRAPHY
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OUTDOOR SCULPTURES
NEW POP ART
GEOMETRIC ABSTRACTS
NEW IMPRESSIONIST PAINTINGS
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MINIMALISM
CONTEMPORARY LANDSCAPES
FIGURATIVE WORKS
BLACK & WHITE WORKS
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CHAPTER 8
IN FOCUS: BUYING PHOTOGRAPHY Photography is a great medium for first-time buyers to focus on. Often prices for photographs are lower than for paintings or sculpture, and photography can be an especially striking medium that is endlessly enjoyable to live with.
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Jin-Woo Prensena Fontelina II $6,900
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Daniel Holfeld, Aamira, $2,750
Federico Naef, Eat Me - Penny & Wuffy, $1,145
Bojan Jevtić, La Vita e Bella, $1,368
Zena Holloway, Angel I, $2,995
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WHEN THINKING ABOUT BUYING PHOTOGRAPHY, THERE ARE SPECIFIC FACTORS THAT NEED TO BE CONSIDERED AND UNDERSTOOD.
1. DO YOU LOVE THE PHOTOGRAPH?
4. IS IT UNIQUE?
As with any art purchase, your first criteria should be that you love the work and feel confident that it will make you happy to see it on your wall.
Some artists make unique, one-off photographs. This is especially the case if the artist has started with a photograph then added to it with collaged elements, or painting or drawing on top of the photograph.
2. WHAT KIND OF PHOTOGRAPH IS IT? WHAT IS THE MEDIUM?
Find out if the photograph you are interested in is a C-print or digital or a nearly extinct Polaroid. Learning about these different processes will expand your knowledge about the medium of photography.
5. WHAT’S AN AP?
If you see this after a photograph, it means that the photographer will be able to reserve a certain number of artist’s proofs of the work in addition to the number of prints available. The number of APs is usually 1 or 2.
3. IS IT A LIMITED EDITION?
This means that the photographer will only make a certain number of prints, unlike an open edition where the work can be printed endlessly. As a result, limited editions have greater value and are more expensive.
VIEW THE COLLECTION: PHOTOGRAPHY
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Koen Lybaert Changing Seasons - Winter 01 - Abstract N°2282 $6,950
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THANK YOU FOR SHARING OUR PASSION FOR EMERGING ARTISTS. If you would like any further advice on buying art from Saatchi Art artists, we run a complimentary Art Advisory service where you can work one-on-one with a curator who will help you find the works you are looking for. To find out more about this service, please visit: saatchiart.com/artadvisory or contact my team at curator@saatchiart.com Thank you, and keep on looking!
Rebecca Wilson, Chief Curator and VP, Art Advisory, Saatchi Art
To purchase featured artwork, please visit saatchiart.com or call 1.877.485.1199 37