Last Friday I did my first virtual art opening. Later, I was talking to a clothing designer friend about whether that would work for her. After all, clothing was one of the first things we started buying online.
“I’ve always been wary of returns,” she said. “Clothing is such a particular and personal thing.”
She’s right, of course. We are used to buying on what my friend Gwendolyn called the ‘American Plan,’ or taking it all home and returning what we don’t like. That’s built into the cost of doing business for large corporations, but could easily undo a small couturier.
At one time, we didn’t like making significant purchases online, but today people buy $3000 handbags without ever seeing them in person. In 2021, we saw a surge of people buying homes remotely, sight unseen. Roughly half of car buyers buy online; moreover, online buyers tend to be more satisfied with the transactions than those who go to a dealership and haggle. COVID accelerated the trend away from bricks-and-mortar shopping and it doesn’t seem like there’s any going back.
For the artist, there are specific difficulties. Paintings are tricky to photograph. Images look different on different screens. While Toyota has unlimited resources to tweak their digital imaging, artists don’t.
Openings are events, not just an opportunity to buy paintings. Going to a gallery on a dark winter evening, drinking a glass of wine, eating stale crackers and chatting with your friends is an experience I can’t replicate on the small screen. We tried to work around that by having me speak about individual paintings and answer questions. We sent out suggested wine pairings as well as a mocktail recipe. Most of the participants said they’d like to do it again, so I’ve tentatively penciled in another for January 19.
One of the advantages of a virtual art opening is the ability to reach a global audience. We had people from around the US and Canada represented. However, I can’t figure out how to include my British collectors. 6 PM in Maine is 11 PM in London, and that seems like an unbridgeable gap.
Many galleries and studios are not handicapped-accessible. Online openings seem perfect for people with mobility issues. As we enter flu season and continue to trudge wearily along with COVID, that’s also true for those with compromised immune systems.
Laura created a virtual gallery where people could peruse the paintings at their leisure. How could I make this gallery more accessible, effective or easier to navigate? (While you’re pondering that, remember that you can have 10% off a painting with the discount code THANKYOUPAINTING10. Or if you buy two or more, I’ll frame them for you at no charge. That’s good until the end of the year.)
The hard part of looking at paintings online is not understanding their scale in relation to your own space. I don’t think I’m capable of creating virtual reality or interactive 3D models, but I am looking into visualizer apps.
A big believer in the hive, I invite your ideas and/or comments about how the virtual opening experience can be improved. You can either leave me a comment below or email me here.
Reserve your spot now for a workshop in 2025:
- Canyon Color for the Painter, Sedona, AZ, March 10-14, 2025
- Advanced Plein Air Painting, Rockport, ME, July 7-11, 2025.
- Sea and Sky at Acadia National Park, August 3-8, 2025.
- Find Your Authentic Voice in Plein Air, Berkshires, MA, August 11-15, 2025.
- Immersive In-Person Fall Workshop, Rockport, ME, October 6-10, 2025.
