Cultivating Art Collectors in the 'Cultural Desert' of Silicon Valley
- February 10, 2016 10:58
"There’s long been a truism that the Silicon Valley elite don’t buy art," the Guardian reports. But some are hopeful for a type of cultural revolution in the tech mecca.
Pace Gallery has for a few years been tapping interest from the monied techies who can aptly afford Calder mobiles and digital art. The international gallery is betting on further developing a market with Pace Art + Technology, a 20,000 square foot space in Menlo Park, which has opened “Living Digital Space and Future Parks,” featuring a Japanese collective of 400 digital artists called teamLab. Their interactive work is described as a "digital playground for all ages."
Much ado was made when Pace debuted in the "old" Tesla building.
“Here it’s been a lifestyle desert. As if ‘We don’t do anything, we just work. We don’t have a life’," Pace's Marc Glimcher told the Guardian. “There’s a certain standoffishness to art here like, ‘Is this a Wall Street scam because we don’t do Wall Street scams’,” Glimcher said. “Obviously digital art makes sense – technology based, which is of interest, and subversive, which is of interest.”
Noteworthy among other efforts to cultivate art collectors in Silicon Valley is Stanford's move with art education. Last fall, the 100,000 square foot McMutry building opened to house Stanford's Dept. of Art and Art History. The department expects to offer 35 percent more course offerings in the state-of-the art space designed by Diller Scofidio + Renfro.
Stanford also was gifted the top-tier 20th century American art collection of Harry W. and Mary Margaret Anderson, given with their daughter, Mary Patricia Anderson Pence. A $30-million building was built for the blue-chip collection, adding to Stanford's museum crown which also includes the Cantor Arts Center, now home to a newly-acquired Edward Hopper and more.
Art shows have tested the waters, just in the past few years. Notably, Art Miami's effort with Art Silicon Valley/San Francisco at the San Mateo County Event Center, held in October.
Another art attempt in the tech hub was a pop-up preview. 23andME founder Anne Wojcicki, former wife of Google founder Sergey Brin, has a local development company, Passerelle, that brought highlights from Christie's postwar and contemporary art sale to downtown Los Altos. An empty store showcased auction examples by Roy Lichtenstein, Jasper Johns, Richard Diebenkorn and Tracey Emin.
Coming up: The reopening of an expanded SFMOMA in May 2016 should attract, and maybe inspire, at least a few art lovers from Silicon Valley to charge up their Teslas for a jaunt to the city. Over $610 million was raised for the reimagined space, and more than 600 artworks promised to the museum's holdings, including 260 works from the distinguished Doris and Donald Fisher Collection of postwar and contemporary art.