
John Baldessari, 2623 Third Street, Santa Monica, 2000, suite of four color lithographs with screenprint, overall dimensions 54 x 54 inches, edition of 61, Brooke Alexander Gallery
…
As the world’s first online only art fair, VIP has experienced major growing pains since it’s launch in 2011, with many collectors frustrated by tech glitches and dealers reporting low traffic and sales as a result. While the site’s capacity and interface issues are well known and improving, the question of whether the term “online art fair” is an oxymoron continues to be raised. To our minds, this is largely a semantic issue; regardless of what one wants to call it, VIP simply represents yet another web-based opportunity for those who have the art to show it to those who don’t (see our previous post on other online art-buying venues such as Paddle8 and Phillips de Pury, linked below), and the success or failure of any online platform will most likely depend on practical concerns such as whether the art is shown to best effect (sharp, high-resolution, colour-correct images, intuitive and glitch-free scalability, easy and consistent bookmarking for collecting, comparing, and return visits), whether the artwork information is complete, correct, and actually informative, and whether dealers are ready and willing to operate in a more transparent, service-oriented manner (responding to inquiries in a timely fashion, making pricing and availability information accessible, and instituting reasonable return policies where possible, since art sometimes has a way of not actually looking like it does onscreen) which is appropriate to dealing with the wider, more diverse audience that an online platform presumably draws. Improvements in any of these areas would be a welcome development.
(more…)