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“Art can be accessible”

The destinations of Clara Andrade from Vigo and Blanca Pascual from Navarra they got together, without looking for it, in New York City. Both have extensive training and experience in the art world but it was not until 2019, after meeting at the art fair Expo Chicago, when they realized that they not only had common interests, but also shared the desire to promote change.

“We found that the world of contemporary art is somewhat hermetic, difficult to access for many, not only financially but also in terms of treatment, a feeling of belonging,” say Clara and Blanca. At that moment, the idea of ​​La Pera Projects was born, an initiative with which they sought to bring collecting and contemporary art to a younger and more digital sphere., not for that reason losing “the integrity of what the value of the artistic object is for us.”

La Pera Projects is the first art collecting platform to use WhatsApp as a sales and presentation channel. To the members of this Collectors circle Every two weeks, they are sent a special collaboration with emerging or established artists and, in addition, they are assured of a premise: a selection of unique works under $ 600.

The use of WhatsApp facilitates a much closer communication with customers, that access the purchase of contemporary art in an “easy, transparent and uncomplicated” way.

To be part of this private collectors club it’s as simple as registering through its website and fill out a questionnaire in which one must indicate their artistic tastes and the preferred route to receive communications. “For those who do not have or do not use the application, it is also possible to receive communications by email”, they assure.

The selection of artists they work with at La Pera Projects span every corner of the world that one can imagine. Spain, USA, Argentina, Colombia, Iceland, Russia, United Kingdom, Mexico, Belgium … The list is endless as La Pera considers itself completely international and, of course, bilingual.

“We want to make it clear that good and quality art does not have to be expensive and intellectually inaccessible”

The main objective of La Pera Projects is to make art available to practically all pockets. “Art does not necessarily have to be considered an unattainable and luxurious object. We want to make it clear that good and quality art does not have to be expensive and intellectually inaccessible “, affirm Clara and Blanca.

One of the questions they both asked themselves was whether young people did not buy art due to lack of interest or lack of economic capacity. When they started with La Pera they realized that people had been waiting for something like this for a long time. They currently have more than 3,500 members and sales exceed 85% of the works presented. “People, among friends, comment on the artists and the additional materials presented. That was what we wanted, for contemporary art to become part of everyday conversations “They say, happy to have created a digital community of art lovers.

“La Pera has his eye on the odd artist from Vigo, who will soon be featured on the platform”

Clara Andrade, from Vigo, considers that there is an interesting pool of artists in the olive city and that every year great professionals leave the Faculty of Fine Arts of Pontevedra. “La Pera has his eye on the odd artist from Vigo, who will soon be presented on the platform”, ensures.

From a professional point of view, Clara considers that the city of Vigo has many creators and platforms that promote art, however she regrets that “the institutions have not been at the level of the needs that a competitive cultural landscape demands”. From her experience, Clara assures that “a city that wants to approach contemporary art, It must have an expert committee that knows the needs of the artists, the problems of the market and the idiosyncrasies of the industry“.

The future of art buying?

To this day there is still a large number of collectors or art lovers who consider it a “sacrilege” to buy art in a online, without being able to observe the nuances of the work. “We ourselves consider it necessary to feel the aura of a work” in situ “. However, in an increasingly global world, we must adapt or die”, they affirm from La Pera, where they try to carry out all possible actions so that members can get a complete idea of ​​the work they are going to acquire.

Thanks to the purchase online one can buy art from any artist in the world, meet authors of different styles and origins -which perhaps otherwise would not have known- or compare prices; These issues are, for Clara and Blanca, the positive parts of digitization.

The founders of La Pera Projects believe that the world of shopping online can coexist with the presence, “People will continue visiting museums and galleries, enjoying the physicality of the object and conversations with artists, specialists, art lovers, but digitization is a reality that has come to stay.” What Clara and Blanca want is that “this digitization speaks the language of art.”

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