Culture & Leisure Labels | Art Galleries - Not a guest in the home, but part of it
Culture & Leisure Labels | Galleries
Art doesn’t visit the home, it’s part of it
The online gallery 1of135.com has managed to become a tool that connects the field of art to the worlds of contemporary design, by breaking down barriers and through an advanced digital platform
It all started eight years ago, when Irit Hayon and her partner Tal Ido, owners of a successful branding company, were building their home. "When I reached the art stage I discovered that the alternatives were very limited," Hayon recounts. "What was out there were galleries with works at very high prices, or else generic prints devoid of value." The couple decided to fill the gap between the two limited options with an online gallery they founded.
At eye, heart and wallet level
The online gallery 1of135.com offers Israeli art in limited editions of up to 135 signed and numbered prints, which can be produced in any size and frame. Alongside them, a department of fine art of one-of-a-kind original works, in a wide variety of techniques and at attractive prices ranging between 900 and 15,000 shekels.
"Israeliness is a value ingrained in us and we are proud of it, so from the outset it was clear that we would want to promote Israeli art and artists in Israel and with a face toward abroad. It’s important to us to present art at eye, heart and wallet level. This is not pretentious art suited to collectors alone, but art that moves you, ignites emotion and creates connection," says Hayon, who is responsible for selecting the artists and curates the works displayed in the gallery.
About 40 artists display at 1of135 close to 2,000 works, from all walks of visual art. "We receive dozens of approaches a week from artists who want to display with us. There are many talented artists in Israel and the precision in choosing them is very challenging," says Hayon. "True, in the digital world there is no limit on space, but we don’t want to be a supermarket of art. Each of the artists contributes some value. I’m always looking for the artist we don’t have, and I spur the artists to diversify, renew and initiate."
She adds that dressing a space with artworks allows one to imprint a personal stamp and statement. "Art gives a home a unique character. It’s a very important layer in design, because more than anything it connects people and generates conversation. It’s not just another splash of color, but a mirror that reflects us, and therefore precision in the choice is critical. In the search process, fascinating connections are created between the works, through which each member of the household gets a stage for their preferences."
Who’s afraid of a combination? The gallery offers diverse and thought-provoking combinations of works. "A cluster of works on a wall has power, but it can’t be a random assortment of works. There must be an anchor, and around it works that support the idea and suit the space. We don’t just sell art, we match art to designed spaces," says Hayon, noting that the use of visualizations enables a precise matching process that neutralizes obstacles. Gallery customers are also invited to visit the studio in central Tel Aviv to view the works and consult.
Hayon adds that if, at the start, the veteran galleries regarded the online gallery, the young and kicking 1of135.com, with suspicion, today it is already clear that this is not a passing trend but a success that has aptly connected the field of art to the worlds of contemporary design and to the spirit of the times. "Today people refresh their home every few years. We change too; we’re exposed to trends, influenced by what’s happening around us, and that comes through in design choices as well," says Hayon. "We work hard to make the art-buying experience pleasant and non-threatening. Through advanced tools we built into the website, the selection process is easy and convenient, so the works can be filtered by style, theme, color, artist, technique and more.
Alongside the website, the gallery team is available 24/7 for personal consultation and visualization. The works and the framing are produced to the highest standards, and everything, of course, is blue-and-white (Israeli) made. The 1of135.com gallery bridges the world of art and the world of design, and we believe that art doesn’t visit the home but integrates into it and constitutes the meaningful, value-bearing layer in home design."
How do you choose a work for the home?
#Decided to renovate? At the budget-building stage, define a framework for art. It’s an essential part of the home, and whatever isn’t included in the budget gets pushed to the margins.
#When choosing art, focus on the experience it conveys and don’t fall for trends. Only you know what’s right for you.
#Can’t picture how the works will look at home or in the office? A computerized visualization gives a full and accurate picture.
#Don’t be afraid of combinations. An original combination of works is unique and can surprise with its power. Playing with varying sizes, techniques and different frames can elevate the space.
#Don’t be tempted to buy generic prints that lack identity and value. It’s important that you receive works signed by the artist and numbered, that come with a certificate of authenticity. In buying Israeli art, you take part in nurturing and promoting local creation.
