You stand before a painting. Or perhaps a sculpture. Let's say you like it. At such a moment, your eyes might fall upon the artist's name. You then begin to wonder what kind of person created this work. If the artist were present, you would likely listen with interest to their story. I believe whether empathy or surprise arises from the sensibilities connected through the artwork changes significantly when you learn the artist's words and thoughts. However, the feeling of liking the work itself should only amplify. It's a chemical reaction in the heart that bridges the gap to the artwork by getting to know the artist. Now, how many such encounters have you experienced?

Japan's art scene, with a fine art market size of approximately 246 billion yen*, represents about 3% of the global market size of approximately 7.5 trillion yen*. Amid expectations for the expansion of the domestic art market, 'Art Technologies,' a company developing businesses that combine art and technology, has opened a gallery in Tokyo's Bakurocho.

Art Technologies is a company primarily focused on a gallery function that sells art and a subscription service for leasing art on a monthly basis. They operate the art-specialized e-commerce app 'Art Technologies Online,' which utilizes smartphone AR technology, and the gallery in Bakurocho. Artists handled online can lease their works through the subscription service, provided they are corporations. This broadens the accessibility for individuals and companies interested in art but hesitant to make a purchase.

“When considering purchasing art, knowledge is necessary to understand the value of works that have gained market recognition. Furthermore, it is difficult to judge the quality of value without understanding market trends. How can we help those who hesitate to purchase art, whether individuals or companies, take their first step starting from 'liking' something? Art Technologies' characteristic is that we are lowering the barrier to entry for art while considering such questions.”

says Atsuhiko Isumatsu, the president. So, how exactly are they lowering this barrier?

Curator Kotaro Hosono says, “We want people to choose art with the same feeling they choose clothes.” Contemporary art is evaluated by inventing what no one has done before. Therefore, it is often difficult to understand what the artwork intends to express at first glance. Art Technologies, which primarily handles contemporary art, actively engages in initiatives to remove the barriers between people and artworks.

One of these initiatives focuses not only on the artworks but also on the artists themselves.

“The beauty of art is felt when you encounter the work itself, so I believe there are limitations to what can be achieved digitally. Within those limitations, what we can do is focus on the artist themselves. For example, by visiting their atelier and filming the artist in person, we continuously archive their thoughts at that moment.”

Hosono continues, explaining that the artist's presence, their aura, cannot be conveyed through words alone, and filming them offers significant benefits to the artists as well.

“By archiving artists, we can trace the context of their works and make their backgrounds easier to understand. Furthermore, we can use that information to disseminate it widely and freely. For instance, we can share information about the environment and thought processes with which Japanese artists create their works to an international audience. By increasing touchpoints without being confined by boundaries, we can broaden the opportunities for artists to compete. This is the business rationale, and simply put, we want to support artists who are personally compelling. That is our philosophy as a gallery that continues to focus not only on the works but also on the artists.”

The videos can be viewed on Art Technologies' official Vimeo page, and we highly recommend them. Even just watching these videos, you'll find yourself drawn to their works, invited by the artists' unpretentious, albeit perhaps clumsy, words. This approach effectively recreates the experience described at the beginning of this article.

The cycle created by Art Technologies, which fosters encounters between people and artworks through its subscription service and connects artists and their works by continuously archiving the artists themselves, is imbued with expectations and affection for the artists.

“Everyone engages with art differently. Ultimately, what matters is how much is returned to the art world. We believe that as artists themselves are recognized, it should also lead to their own enrichment.”

Hosono continues, building on that statement.

“Art does not belong to the artist alone; it cannot exist without the understanding of the buyer who owns the work. By purchasing art, the buyer elevates the artist, and the artist, by energetically presenting their work, gains recognition. As their recognition grows, the value of the artworks owned by the buyer increases as assets. This cycle, I believe, cultivates the culture of art.”

It is the gallery's role to create this path, and the business activities themselves create a cycle that, in a broad sense, returns to art. In the next installment, we will examine the relationship between people and art fostered by Art Technologies from the perspective of artists and from the perspective of companies that have actually implemented the subscription service.

*The Art Basel and UBS Global Art Market Report 2019, researched by UBS & Art Basel
*Market Research on Japan's Art Industry 2018, researched by the General Incorporated Association Art Tokyo

Gallery Information
INFO
Exhibition "NEWEN" by three female artists active in Tokyo

Period | Saturday, January 25, 2020 - Friday, February 7, 2020
Hours | 13:00 - 20:00
*Fridays & Saturdays: 13:00 - 22:00
*Closed Sundays & Mondays
Artists: Yukiko Yamazaki / wimp / Nana Soeda
Opening Reception: Saturday, January 25, 17:00 - 22:00

-ABOUT NEWEN-
We will hold our first special exhibition at BAF (pronounced 'Baff' ), a gallery studio that opened in Nihonbashi Bakurocho in 2020.

This exhibition, titled "NEWEN," curates three artists who have never collaborated before, showcasing their representative works including new pieces. Yukiko Yamazaki, characterized by her paintings with peculiar compositions. wimp, who primarily presents installation works composed of various methods such as paintings, prints, videos, and 3D printed sculptures. And Nana Soeda, who, despite limited exhibition experience, was selected for "ART STARTUP 100" held at Hillside Forum in Daikanyama last September, gaining popularity for her unique character paintings and also producing excellent animation works.

Additionally, the venue will display waste materials from the production process and trash generated in daily life. By visualizing the consumption from idea to artwork, you can witness the "flesh and blood" of the artwork, which is usually unseen.

Please come and experience the consumption and circulation of energy by artists living in the present day.

BAF STUDIO by Art Technologies
Currently preparing for a special exhibition in mid-January. Information is regularly updated on the official website below.
>Google map

https://www.art-technologies.co.jp

Vimeo
https://vimeo.com/bafstudiofilms

Instagram
https://www.instagram.com/baf.tokyo/