Dell’s Pop Up Gallery In The LES Emphasizes Artists Before Products
The tech corporation has opened a pop up gallery in the Lower East Side that provides a free space for artists to engage with each other and generate new works and ideas.
- 4 november 2011
There’s nothing particularly new about the idea of a corporate sponsored pop-up gallery featuring its products. But the latest one to open, sponsored by Dell–on Kenmare Street, in New York’s Lower East Side–has proven itself to be a really fantastic iteration of this trend. There’s no hackneyed hype here, but instead a unique space for local artists to showcase their ideas while at the same time using Dell products. What makes this gallery so delightful is that Dell plays a more humble role, emphasizing creative thinkers and their work and in doing so, has created less of a gallery than a pop-up artist community for anyone to come create and learn.
The design of the small space is incredibly intelligent and allows for multiple uses–the walls will be moved aside for today’s film discussion and release party from 6-8pm–thus generating, as the designer put it, ‘a stop motion animation feel to the gallery.’ The small but brightly light space is minimalist and clean, with white paneling to divide it into ‘rooms’ that serve different artists. There’s a space for graphic design, another for fashion design, digital animation, photography, and architecture.
The gallery is open to the public and to any artist who would like to come work on a project and engage with others. See Create.Work.Inspire for today’s schedule, which will include a workshop, screening, presentations, and a cocktail party.
Here the message is clearly that Dell serves the artists (user), and not the other way around, which helps supports the local creative community and build engagement and opportunity.