Exterior of Pace Gallery in Geneva Gallery. Photograph by Annik Wetter. Courtesy Pace Gallery.
Leading art gallery Pace has long pioneered digital innovations in the art world, and recently announced its first dedicated platform for selling artists? NFTs. Ahead of the launch in September, LUX speaks to Valentina Volchkova, head of Pace Geneva, about art market trends, collecting habits and Jeff Koons
Valentina Volchkova
1. These days, art collectors can purchase art in various different formats, such as NFTs or tokens, and galleries such as Pace are accepting cryptocurrency as payment. What do you think has brought about these changes"
I look at it as a global subject: life evolves, culture evolves. I joined Pace 12 years ago and I have seen the constant evolution and innovation within the gallery. Marc Glimcher (the gallery’s CEO and president) is very innovative and is always looking for artists and places where people are not expecting to see us. We have, for example, opened a gallery in Palo Alto. In some ways, that decision wasn’t so surprising because there is a pool of collectors and artists who are interested in showing in this corner of the world, but at the same time, we are introducing audiences, from diverse backgrounds, to art that is different to what they’d see somewhere like the Met. Follow LUX on Instagram: luxthemagazine
The pandemic has also changed a lot of the ways in which people consume, interact and get curious about art. It o...