რაღაც ხდება ხელოვნების ნიმუშებით ვაჭრობის დახვეწილ სამყაროში. და ეს რაღაც ხდება მსოფლიოს სხვადასხვა ქალაქის საწყობებში, ყოფილ რძის ქარხნებში, მიტოვებულ საცხოვრებელ სახლებში, ძველი ფაბრიკების სხვენებსა და ნაკლებად ცნობილ, უცნაურ და სრულიად შეუსაბამო დარბაზებში.
გამოფენების გახსნა ემთხვევა ხელოვნების საერთაშორისო ბაზრობებსა თუ მოდის კვირეულებს და მათზე წარმოდგენილი არიან ისეთი ნაყოფიერი მხატვრები, როგორებიც არიან ნიკოლას პოლი და უატარა უოტსი, რომლებიც უფრო ახალგაზრდა, შედარებით ახალბედა კოლექციონერებს მოეწონებათ, მაგრამ მათ ასევე უნდა მოიზიდონ ასობით პოპულარული და მოდური ახალგაზრდა, რომელთაც შესაძლოა არ ჰქონდეთ ნამუშევრების შესაძენი ფული, მაგრამ რომლებსაც შეუძლიათ ხელი შეუწყონ შამპანურითა და დი-ჯეების მუსიკით დამშვენებული საზეიმო გახსნის პატარა სენსაციად გადაქცევას. „მინდოდა, დღემდე არსებული გალერეების უმეტესობისაგან განსხვავებით, ჩემს გამოფენას უფრო ფართო თვალსაწიერი მოეცვა, – ამბობს ვლადიმირ რესტუან როიტფელდი, ღონისძიების იმპრესარიო. – ძალიან გამიმართლა, რომ არაჩვეულებრივი მეგობრები მყავს”.
ასეც უნდა ყოფილიყო, თუ გავითვალისწინებთ მის მაგიურ საგვარეულოს. როიტფელდი ფრანგული Vogue-ის ყოფილი რედაქტორის, კარინ როიტფელდისა და მოდის მაგნატის, კრისტიან რესტუანის მდიდარი მემკვიდრეა. მისი „მეგობრების” რიცხვში შედიან სერიოზული სპონსორები, რომლებიც მისი შოუების ნახევარის უზომო ხარჯების 80%-ს ფარავენ. დამფინანსებლებს შორის არიან: Louis Vuitton-ი, Armani და VistaJet-ი.
ეს გახლავთ ხელოვნების ნიმუშებით ვაჭრობისადმი ინოვაციური მიდგომა, რომელიც ამ ბიზნესის ზოგიერთ წარმოადგენელს სასაცილოდ არ ჰყოფნის. ერთ-ერთი ცნობილი კრიტიკოსი პირდაპირ დასცინის მის არჩევანს და მას „ცირკს” უწოდებს. თუმცა Sotheby’s-ი საკმაოდ სერიოზულად აღიქვამს საიმისოდ, რომ უმასპინძლოს შოუს “Hue & Cry”, რომელიც წარმოადგენს 20 ძირითადად უცნობ მხატვარს S|2 გალერეაში, ზემო ისტ-საიდის მსოფლიოს თანამედროვე ხელოვნების ცენტრში.
წელს ეს როიტფელდის მეექვსე შოუა, რომლის ფარგლებშიც იგი ყიდის $30 000-დან $150 000-მდე შეფასებულ ნამუშევრებს ნიუ-იორკში, დალასში, სტამბულსა და სან-პაულუში. მას იგივე აქვს გაკეთებული ლონდონში, პარიზში, კანში, მოსკოვსა და მილანში.
თუმცა 5 ოქტომბერს გახსნილი Sotheby’s-ის შოუ გარკვეულწილად გადამწყვეტი ღონისძიებაა. „იგი თავისი რეპუტაციით რისკავს, – ამბობს Linn Press Art Advisory Services-ის ერთ-ერთი ხელმძღვანელი გრეგორი ლინი. – თუ მის მიერ მოწყობილ შოუზე არავინ არაფერს იყიდის, ეს ძალიან ცუდი იქნება”.
შედარებით ცნობილი მხატვრების, მაგალითად, სესილი ბრაუნისა და აწ გარდაცვლილი ჯოან მიტჩელის ნამუშევრები, ალბათ, გაიყიდება (Sotheby’s-ის ინფორმაციით, ფასები, კერძო შეთანხმებით, მერყეობს $10 000-დან $1 მილიონამდე და ზევით). რაც შეეხება ნაკლებად ცნობილ სახელებს – როგორებიც არიან ენჯელ ოტერო ან ალი ბანისადრი – თუ საკუთარ ნამუშევრებს მაღალ ფასს დაადებენ, შესაძლოა როიტფელდი მტრად მოიკიდონ, თუ არა, მაშინ არსებობს საშიშროება, რომ მისი კრიტიკოსების პროგნოზები დადასტურდეს.
პარიზში გაზრდილი როიტფელდი 18 წლის ასაკში ლოს-ანჯელესში გადავიდა, რათა სამხრეთ კალიფორნიის უნივერსიტეტში კინოხელოვნება შეესწავლა. სტუდია Paramount-ში რამდენიმეთვიანი მუშაობის შემდეგ ჰოლივუდზე გული აიყარა და 2008 წლის დასაწყისში მანჰეტენზედასახლდა შემდეგ, ახალგაზრდა ავსტრალიელ მემკვიდრესთან, ენდი ვალმორბიდასთან ერთადაწყობდა გამოფენებს დიდ, უჩვეულო, მიყრუებულ ადგილებში, სადაც ხალხმრავლობა და ხმამაღალი მუსიკა არავის არ შეაწუხებდა (2011 წელს როიტფელდი და ვალმორბიდა ერთმანეთს დაშორდნენ. როგორც თითოეული მათგანი ამტკიცებს, მშვიდობიანად).
წარმატება? როიტფელდი აცხადებს, რომ, როგორც წესი, ნამუშევრების 80%-ს გახსნის დღეს ყიდის – ეს განსაცვიფრებელია, თუ გავითვალისწინებთ, რომ ცნობილი დილერები 20%-დან 25%-მდე ყიდიან. ნებისმიერ შემთხვევაში, იგი მხატვრისგან თანხის ნახევარს იღებს. წელს ის ამ ფულით წლევანდელ $2-მილიონიან შემოსავალზე დაახლოებით $400 000-იან გადასახადს დაფარავს.
გახსნამდე რამდენიმე დღით ადრე როიტფელდი მშვიდად გამოიყურება და ამბობს, რომ მას უნდა მხოლოდ „ლამაზი შოუ”. სერჟ აზრიას – Joie-ის გენდირექტორსა და ოჯახის მეგობარს – ეს კარგად ესმის. მისი თქმით, როიტფელდი სინამდვილეში ძალიან ამბიციურია. „მას უნდა წარმატების მიღწევა”.
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