(Images courtesy of A.R.T.)
Launch of an e-store and pop-up studio in New York City
On March 19th, A.R.T. (http://www.art-rethought.com) will launch their inaugural portfolio, ModulA.R.T., a collection of scalable modular art pieces created by husband and wife duo Gaby and Donald Rattner. The collection will be available for purchase via their e-store, publicly launching the same day as their new pop-up studio, which will run a month long exhibition in the DUMBO area of Brooklyn, New York.
The ModulA.R.T. portfolio offers work in three media: Wall A.R.T. (hanging modular art pieces that come in square, reticular and rhombus modules), Mural A.R.T. (artist’s wallpapers designed to be used in conjunction with Wall A.R.T. modules), and Shelf A.R.T. (known as ModuLibris, modular artist’s books that combine to create customizable words and geometric patterns).
Unlike most conventional art, modular art offers collectors a truly ‘co-creative’ experience by allowing them to tailor the size, shapes, textures, dimensions and colors used in the assembled piece to their own tastes and space requirements. For those who would leave these decisions to the artist, A.R.T. also offers pre-designed assemblies by the originating artist, which collectors can choose to install as designed or use as a starting point for their own compositions.
A fresh take on contemporary art, the A.R.T. concept was born out of necessity when the Rattners found themselves in need of decorating a mid-century home. Having previously decorated a mid-19th century brownswtone with period oil paintings and sculpture pieces, they quickly realized a disparity while attempting to furnish their new place in an equally sympathetic style. Not wanting to settle with the standard offerings in the ‘affordable’ art category, they discovered a wide gap between high-end and low-end options in the contemporary arena, revealing a middle ground for art that would be accessible and engaging for those with a keen eye for the aesthetic but a more defined budget.
A.R.T. draws on the emerging technologies of what Rattner calls the "New Industrialism" to create art that is both affordable and individualized. Among these technologies are mass customization, modular design and production on demand.
"Mass customization in particular has really been taking off in fields ranging from clothing to cars to furnishings," said architect, artist, and co-founder of A.R.T., Donald Rattner, "The next logical step is an artistic and architectural application of this concept."
A.R.T. works are specifically targeted at those who are looking to broaden the current parameters of the art world and updating our current definitions of art – as well as who can acquire it. ModulA.R.T. engages the buyer in the artistic process and allows the works to grow with them. For instance, one can constantly add or subtract modules to a particular installation and always has the option for altering the layout, keeping the works defined not by scarcity but by the originality expressed in the manipulation of the modular pieces.
The average price of one module ranges from $38/unit to $65/unit, across the Wall and Shelf art collection, with a minimum order of two or three units, depending on the line at hand. Mural art runs from $8 to $10 a square foot, in line with most papers made to order. It’s expected the majority of buyers will start with compositions running in the range of $800 to $2500.
The e-store (http://www.Art-Rethought.com) will go live on March 19th and the Pop-Up Studio will open on the same day, boasting works that are produced on demand in the United States and available to be shipped worldwide. In the near future there are plans to expand the portfolio with work by artists and designers from diverse creative disciplines, and eventually brick and mortar studios both nationally and internationally.
The Pop-Up Studio is located at 81 Front Street (Main & Washington), with space provided by Two Trees Management Co. LLC, a generous supporter of the arts in DUMBO. The store will run March 19th – April 18th, with hours from Wednesday – Sunday, 12pm – 8pm. On view will be a group of works by Rattner’s architectural firm from the inaugural portfolio.
On March 19th, A.R.T. (http://www.art-rethought.com) will launch their inaugural portfolio, ModulA.R.T., a collection of scalable modular art pieces created by husband and wife duo Gaby and Donald Rattner. The collection will be available for purchase via their e-store, publicly launching the same day as their new pop-up studio, which will run a month long exhibition in the DUMBO area of Brooklyn, New York.
The ModulA.R.T. portfolio offers work in three media: Wall A.R.T. (hanging modular art pieces that come in square, reticular and rhombus modules), Mural A.R.T. (artist’s wallpapers designed to be used in conjunction with Wall A.R.T. modules), and Shelf A.R.T. (known as ModuLibris, modular artist’s books that combine to create customizable words and geometric patterns).
Unlike most conventional art, modular art offers collectors a truly ‘co-creative’ experience by allowing them to tailor the size, shapes, textures, dimensions and colors used in the assembled piece to their own tastes and space requirements. For those who would leave these decisions to the artist, A.R.T. also offers pre-designed assemblies by the originating artist, which collectors can choose to install as designed or use as a starting point for their own compositions.
A fresh take on contemporary art, the A.R.T. concept was born out of necessity when the Rattners found themselves in need of decorating a mid-century home. Having previously decorated a mid-19th century brownswtone with period oil paintings and sculpture pieces, they quickly realized a disparity while attempting to furnish their new place in an equally sympathetic style. Not wanting to settle with the standard offerings in the ‘affordable’ art category, they discovered a wide gap between high-end and low-end options in the contemporary arena, revealing a middle ground for art that would be accessible and engaging for those with a keen eye for the aesthetic but a more defined budget.
A.R.T. draws on the emerging technologies of what Rattner calls the "New Industrialism" to create art that is both affordable and individualized. Among these technologies are mass customization, modular design and production on demand.
"Mass customization in particular has really been taking off in fields ranging from clothing to cars to furnishings," said architect, artist, and co-founder of A.R.T., Donald Rattner, "The next logical step is an artistic and architectural application of this concept."
A.R.T. works are specifically targeted at those who are looking to broaden the current parameters of the art world and updating our current definitions of art – as well as who can acquire it. ModulA.R.T. engages the buyer in the artistic process and allows the works to grow with them. For instance, one can constantly add or subtract modules to a particular installation and always has the option for altering the layout, keeping the works defined not by scarcity but by the originality expressed in the manipulation of the modular pieces.
The average price of one module ranges from $38/unit to $65/unit, across the Wall and Shelf art collection, with a minimum order of two or three units, depending on the line at hand. Mural art runs from $8 to $10 a square foot, in line with most papers made to order. It’s expected the majority of buyers will start with compositions running in the range of $800 to $2500.
The e-store (http://www.Art-Rethought.com) will go live on March 19th and the Pop-Up Studio will open on the same day, boasting works that are produced on demand in the United States and available to be shipped worldwide. In the near future there are plans to expand the portfolio with work by artists and designers from diverse creative disciplines, and eventually brick and mortar studios both nationally and internationally.
The Pop-Up Studio is located at 81 Front Street (Main & Washington), with space provided by Two Trees Management Co. LLC, a generous supporter of the arts in DUMBO. The store will run March 19th – April 18th, with hours from Wednesday – Sunday, 12pm – 8pm. On view will be a group of works by Rattner’s architectural firm from the inaugural portfolio.