A Question of Choice

November 12th, 2010 § 0 comments

OLYMPUS DIGITAL CAMERA

Creating, Conforming or Breaking Through
London, Summer 2005

There was just no escaping it.

After all, I witnessed and even participated in the creative processes of several prominent artists in Brazil at the same time as I was learning how to read and write. For me, as well as for the rest of my family, it would have been very simple to see and understand the reasons behind me choosing to follow a career as an artist.

But, being a non – conformist as I was, I didn’t feel an inclination towards being one more artist in a household already crowded by them: grandfather, uncle, father, brother… it was time for someone to show initiative and be different. This idea of following a heterodox path was always present in my head but I had no desire to deny and not put to good use the understanding of the arts I had.

A Good Idea Takes Shape

I quickly realised that the path that bridges the world of imagination and the world of money could be alluring. Bridging local talent with international market and institutions was desperately needed. These ideas triggered the life changing insight of a suitable career: become an art impresario, aim to be one of those with capital letters, with a good eye, a trained intuition and artistic entrepreneurship capabilities.

Consolidating what was already there and still volatile in the eyes of history and making it reach out to the Global scene – seemed innovative in its own right. It was a good use of my “background” with the opportunity of adding my personal mark. It was a way to craft a career that, under such choice, would allow me to make professional use of experiences I had been accumulating since the age of four.

Names such as Leo Castelli, Sergei Diaghilev and Heinz Berggruen fit wings into my imagination every time they flashed in the air. Comments about such legends were always accompanied by enthusiasm and admiration on their pivotal roles in the marketing of the arts. The chameleonic life style and ability to reinvent oneself in such a myriad of situations an art impresario has to wear to succeed, seemed nothing less than artistic in its own right. Even bordering the line of dramaturgy on the lines of some of the biographies I read or, actual events, on the perception of my romantic thoughts.

Being at the high hours in studios and early mornings at corporate meetings? Too much fun for an individual always intrigued by personal development and ongoing bridges of his own comfort zones, hungry for experiences.

A Path Across the Atlantic

That path that begun with me helping my grandfather in his studio, selling to the biggest banks in Brazil, negotiating sponsorship contracts, managing my grand mother’s auction house and its incredible schedule of up to 5 auctions per night, led me first to Paris.

There I was fortunate enough to friend Catherine Hubschman and meet her ex husband Jean Leymarie. He had been the director of the Musee National d’Art Moderne de Paris (1968/1973), and personal friends with the likes of Picasso, Giacometti, Balthus and so forth. He introduced me to Henri Cartier Bresson and I began in Paris to weave a great network, that not only enriched my life but taught me many a great lesson, now to mention how instrumental networking it became on future projects.

A Path Across the Channel

Paris was however a too tamed society for someone with wild ambitious. London felt like a more suitable home. There I discovered a welcoming culture and a deep appreciation of youth entrepreneurial spirit the Anglo Saxon world is so known for.

There was also a noticeable void as vast as the Atlantic ocean I had crossed. The encounter of virtually no fine art from Latin American in London, given where I came from and what I grew up seeing, felt like an insult. And I turned that personal involuntary offence into a mission.

This void I’am aiming to fill drop by drop, with the set up of Sartorial in Notting Hill (later moved to Kings Cross), Tambo in Regent Street, the Scola project in Strand, as well as other so far unnoticeable projects that will soon produce fruits. I enjoy every day what I do.

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

What's this?

You are currently reading A Question of Choice at Joao C.

meta

  • Introduction

    Passionate about both art and entrepreneurship, the art dealer João Correia founded two companies: Collezionista, an art advisory firm based in São Paulo, and, I Know What I Like, a contemporary art debate society based in London. He also writes regularly to the media and to this personal blog in English and Portuguese languages.
  • Testimonials

    “João really understands art, not just its market, which is a rare combination.”

    Melanie GerlisArt Market EditorThe Art Newspaper
  • More Testimonials

  • Follow me on:
  • Mailing Sign Up
    * = required field
  • Recent Posts

  • RSS ONTHEROAD

  • Categories

  • RSS Art Market News

  • Archives

  • Recent Comments