we first set up the site. It’s too perfect! He was moving studios, and I saw that he had a box of photographs and I saw the picture of him as a young boy pointing at the announcement of his bar mitzvah outside a synagogue and I said, “This is it! It’s just too funny not to use!” It sounds to me like one of the things you’re doing is giving artists a way of visualizing and participating in the gallery even if they live thousands of miles away. I would imagine that makes a huge difference. It would be so easy for them to feel totally disconnected, like they had no idea what was going on and nobody cared. But the website must really help bridge that gap. Yes, I think it does. Also, our artists tend to be interested in what other artists are doing. They want to know what their exhibitions look like. And so we’ve emphasized putting exhibition photos and even photos of art fairs online. It wasn’t so clear that we should do that a few years ago. Art fairs were more trade shows then. Now they’ve developed into satellite galleries with three- or four-day-long life spans. As that shift has happened, you’re really trying to have the booths represent the gallery, a kind of curated booth. You really do have good coverage of your exhibitions and art fair installations. This must be a good way to keep your artists engaged in the creative process of coming up with ideas for installations. They don’t have to attend the art fairs, but they see what’s going on, which must help them try to come up with even better ideas for you. Absolutely. Our artists don’t usually appear at fairs, and we don’t encourage them to do so. But they are part of the process. We 57
The Art World and the World Wide Web. Essays, Interviews and Case Studies.