October Issue
- A whole lot of heart
- Editorial - life's reflections
- Lifting the lid on artwork trends Down Under - Active Play -
- Challenging the Body and the Mind - Call Me Loyal
- What's new on the New Zealand-made gift front? - Protection Mode
- Taking Stock of Security - Special Journies
- Gifts to have and to hold
life's reflections
Lifting the lid on artwork trends Down Under
Unique country landscapes; great sporting achieve-ments; cultural practises that exemplify our heritage and represent New Zealand on a global level – us Kiwis pride ourselves on our uniqueness. And our art expertise is no exception to the rule, say art experts.
Richard Dixon, sales and business manager of Rembrandt Fine Arts, believes being a small country has forced us to think big. “Compared to other countries, New Zealand is so small that we constantly need to think outside the square. Coming up with new or at least reinventing products on a regular basis is a must for us,” he says. “After a recent retail trip to LA, we realised very quickly that our offer was far superior to what can be seen in stores in the US. I don't believe we follow overseas trends too much in this area as we tend to be more innovative.”
Sophia Elise, manager of the New Zealand Art Guild, agrees that Kiwis don't fall behind when it comes to creating, picking and choosing artworks – especially those that pay homage to our natural landscapes and icons. But we're not open to everything the art world brings forth, she says. “I personally think many Kiwis struggle to identify with much of the overseas abstract artworks and prints,” she explains. “French or Italian designed pieces can be too lucid for us; we want to know what something means.
“We've had a few South African artists join the New Zealand Art Guild of late who've all been really surprised at the responses to their artworks. They're huge on abstracts over there, but they're just not selling well for them here in New Zealand – and I'm picking that's largely due to cultural differences.”
But New Zealand consumers definitely don't shy away from the bright and bold, says Mark Hopkinson, director or Watea Arts & Design and owner of Auckland Airport's Artport. “Kiwis often have neutral-coloured walls and living spaces, so most go for stronger colours when choosing artworks,” he says. “The stronger the colours, the better the sales, and well-known locations, fern and pohutakawa designs and the like are all sure sellers.”
Staying abreast of current fashion trends – both national and international – has become a must for those in the New Zealand art industry and for those buying art, says Dixon. “Art now is more of a fashion item. Colour and designs that match interiors are of the utmost importance. Being aware of fashion changes in the market when choosing product is imperative – people are looking for individuality. Gone are the days when everyone wanted a ‘Monarch of the Glen' or an ‘Avis de Coup' just because it was ‘cool'. Having a good range of product that mixes well with current themes instore is always a good place to start.”
On the ‘not cool' front, Sophia Elise is hoping Kiwi customers will be well over the stylised grey/black/ burgundy canvas artworks of last season come this summer. “Our trends tend to circulate here in New Zealand in six epitone colour patterns: you'll have the Kiwiana theme one season, then you'll have the highly stylised black and greyboxed look the next,” she says. “We (the New Zealand Art Guild) were recently discussing the trends for next season and as yet we can't really put a finger on what's going to be most popular – especially subject matter speak. We toyed with the prospect of blue and watery aquas stepping in colour-wise – I just hope everyone's over the black/grey/burgundy!”
Canvas extravaganza
One thing's for sure: printed block canvases won't be plummeting in popularity, says Dixon. “The printed canvas business is a huge category for us. We commission many Kiwi artists to provide us with up-to-the-minute trends and styles,” he says. “We produce these so that they are affordable, therefore making Kiwi art very accessible. The block canvas trend is still very popular and will continue to grow as long as there are innovative artists prepared to release their talent.”
Whilst Hopkinson has played witness to the evergrowing trend of digitally produced artworks on canvas – displaying them in his own store too – he also believes there is an undercurrent of falsity and ignorance circulating in the New Zealand art industry with reference to the production and selling of ‘giclees' – digital prints. “Artworks that get turned into giclees are often open-edition prints – there's no limit on how many you can produce,” he says. “Customers are buying these prints, which are produced with significantly lower costs, paying top-dollar for them and assuming they're limited-edition pieces. This is totally unserviceable for the artists whose pictures are being repetitively reproduced – they won't be getting a huge cut of the profit every time. Nor is it fair for the customer who thinks they're getting a fantastic deal.”
Dixon agrees, “but in reality, there are many artists out there now knowingly selling open editions of their artworks too,” he says. “Customers are battling through the likes of illegitimate Trade Me art dealers who're selling ‘originals' or ‘limited editions' when they're nothing but cheap replications.”
But those that are more serious about their art buying are doing their homework before parting with their cash, says Elise. “Maybe a few years back you could say people fell victim to massproduced giclees or art scams more easily – like those art dealers that came to your door selling ‘original' artworks when in fact it was just cheap stuff out of Guatemala. But I think we're more in tune with what we're buying nowadays and who we're buying it from, especially those that are serious about buying good-quality artwork.”
Out and about
But it's not necessarily good-quality artwork on canvas that's ringing in the sales for many Australasian homeware and gift retailers. Elise says it was apparent at a recent Australian art fair she attended that garden art and handmade jewellery were carving their way to the top of the popularity ladder. “Wearable art is definitely on the rise – anything handmade or glass-beaded – all the jeweller stands were the ones buzzing at the fair. Polly McClay is a jewellery artist whose work is definitely one to watch for too.”
Garden art is also on the up and up, says Elise, particularly for its affordability. “More and more people are treating their gardens as outdoor rooms and decorating them accordingly,” she says. “Artworks made from materials like punga and corrugated iron are being sought-after more and more because of their affordability and because of the unique designs and forms artists are creating with them.”
Other hot trends on the rise include printing customers' own work to canvas, says Dixon. “The ability to print onto canvas affordably is now playing a role in what someone may decide to hang on their wall,” he says. “Whether it's printing a customer's family photo or their own artwork, any retailer can be involved in this process and make a good margin from it.”
And when it comes to showcasing artworks instore, particularly originals, framing individual pieces will be money well spent, says Hopkinson. “Sometimes you just have to spend a little to gain the bigger rewards,” he says. “If retailers are going to the trouble of sourcing unique original artworks, then it's an apt idea to spend a little more getting them framed and looking great on the wall – promote them and you'll get better results.”
Eco art
And as for eco-friendly framing issues, Hopkinson believes most people are aware that if you want ‘eco materials' you'll most likely pay a bit more. “Eco wood is a managed resource – people buy it because they like the look, they like what they see, they like the stigma behind it – for ‘eco' frame buyers, the price thing isn't really an issue.” Embracing the clean, green image in the art industry is something Dixon hopes more Kiwis will support. “We're just about to launch a completely 100% environmentally friendly mirror range. The frame is essentially made from polystyrene foam used for packing – that normally ends up in a landfill and takes up to 2000 years to decompose – which is recycled and processed into mouldings which are then painted or foiled,” he says. “We will still continue to offer the traditional woodenframed mirrors made in our factory, but do hope consumers will start to embrace the clean, green image that products like this represent.”