School of Personal Experience
Last month I represented Temporary Art Beauty Services (dot biz) in Basel, Switzerland- a sister fair to the large and infamous ArtBasel (annual international contemporary art market). We were invited as an 'artist project' and so were given a free space in a commercial art fair. As the economy shifts and it becomes harder for art galleries to afford the cost of a booth at an art fair, the organizers of fairs are being challenged to find new ways of filling the space and getting press-- so enter TABS. The space I was given could be valued at up to $10,000 (and more during times of prosperity). In this free space I installed a Brooklyn style art-beauty salon. From my station I offered art consumers the opportunity for a manicure based on the art that they might not be able to afford this year. Oops, did I say that you might not be able to afford something this year? Forgive my naivety (or honesty). HOW IT WORKED AT THE SALON Step 1: REFLECTION-What is your favorite art in the fair? Step 2: NEGOTIATION-How can we get this on your hands? Step 3: RESEARCH-Discuss manicure with gallerist representing art and learn about the artist/work. Step 4: INSTALLATION-Manicure. Step 5: DOCUMENTATION-Photo of manicure with human art installation (manicure). It was a huge surprise to find myself working in an art fair. My interests are in creating a sense of belonging by employing myself somewhere in the non-artworld as an artist. I like to be an outsider, an active participant, and I like to find a place for myself in communities I am unfamiliar with. When I was asked to participate in Volta-Fair, I realized that I would be as much of an outsider within this art world as I am when I am a person pretending to be an octopus. As an artist 'working' in an art fair on any sort of 'experiment', my practice was exposed to many spectators who were not expecting or desiring a part in an art practice-- they wanted products. For me, art has only an indirect relationship to money, so I had to adapt my language and demeanor to create successful interactions with my potential clients. I might have never succeeded. I found myself pushing the limits of the art fair at times just to cause an interaction... I postered all over the bathrooms and garbage bins all over the fair and the city. At times I wondered why I was going so far. It wasn't for money, it was all part of the project. Every aspect of my existence in the art fair became a move forward in the game I was playing as I walked the line between the commercial and the conceptual. If I fell off the line in the end, I landed in the conceptual cesspool.
LOOKING FORWARD TO THE SCHOOL OF THE FUTURE
I think that being an unrepresented artist in an art fair and offering an art interaction was not different from my desire to install the school of the future in a wal-mart parking lot. I am trying to hone a system of successful immersion in challenging contexts. In the School of the Future, one of the ideas is that I experiment with people to activate and take ownership of a 'frozen space; by participating in an art fair, whose form and function is outdated and frail, I feel that by offering my art practice, allowing an open barter option, and asking for active participation, I took steps to warm up a pretty cold place.
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