How This Simple Art Showcase Aims to Spark a Sales Revolution
Perhaps the greatest artist of the 20th century, Andy Warhol has been endlessly quoted as predicting, “In the future, everyone will be world famous for 15 minutes.” I think what he was really saying was the pace of change, the culture of images, of art itself, was going to be at lightspeed.
That speed will be needed if Jeff Koons’ plans to put his sculptures on the moon and sell NFTs of them works out.
The NFT craze is, of course, not limited to art. The music industry is focused on this opportunity, too. Venture capital firm Andreessen Horowitz and recording superstar Snoop Dogg are all trying to mine the revenue streams possible. Snoop recently did an NFT album that grossed $40 million in sales…in five days.
In the art world, perhaps no one was listening to that message as closely as Scott Gralnick cofounder of LAGO.
As the $17.7 billion NFT art market endlessly expands, keeping up with change is not easy. However, it is just possible that LAGO has done a quantum jump in showcasing and selling NFT art…at almost the speed of light. According to Gralnick, “LAGO is a powerful operating system that’s connected directly to the blockchain that can continuously display, authenticate and sell art anywhere there is electricity.”
“The artists can create an original unique piece for a client or sell a previously created one; basically, it is a digital frame utilizing Web 3.0 and its ability to display any graphic form,” he continued. “We utilize the blockchain for authentication, so everyone is assured of a proper, registered sale.”
Developed alongside partners Dan Merritts and Jonathan Levine, the hardware of the customizable LAGO frame was designed for all types of digital NFTs: layered, 3D-motion, generative, augmented reality and music. Compatible with popular wallets, the secure LAGO frame has a simple, straightforward set-up process so collectors can easily authenticate, display, discover and interact with their collection. LAGO’s unique sculpted frame is optimized for NFTs with its square orientation, and the wooden frames work seamlessly with surrounding home decor. As the only frame with premium sound by Master & Dynamic and built-in gesture control, LAGO allows for unlimited interaction with proof, provenance and pride.
At a recent group NFT artists exhibit/sale at Chelsea’s ultra-cool Taglialatella Gallery, the LAGO frames did their thing. There were pop artists, digital ones and everyone in between. As gallery attendee Paloma Rodriguez, curator and art supervisor for SuperRare told Worth, “This show exemplifies the parallels between the traditional and digital art world unraveling before our eyes.”
Gallery owner Brian Swarts, evidently pleased at the sale of several pieces, added: “We are excited about NFTs as a truly new medium in the art world; we have always given the opportunity to collectors and artists to enjoy prints, paintings and sculpturers. Now, we are able to offer NFTs as well. Curation is not going away; it is just as important in the NFT world as the non-digital one.”
What is so striking is the immediacy of it all. On request and in cooperation with the artist, colors, textures, even the images can be individualized to buyers’ tastes. If something is not right for a particular collection or the buyers want something slightly different, that can be accommodated in real time. Of course, the artists always retain control and can refuse, but according to Gralnick, “sometimes artist/buyer collaboration benefits both, we encourage that interaction.”
For space constrained urbanites with a passion for collecting, LAGO is a godsend. Only one small wall is needed to constantly display an entire collection. The endless debate of “where would we put it” is a pre-digital problem. You can put infinite images on a LAGO frame.
Another Taglialatella attendee, art historian and nonprofit fundraiser Zoe Stein, explained: “I am fascinated by NFTs as an emerging medium. Some of the pieces are quite captivating; one, a nice marriage of photography and crypto-verse, is thrilling.”
If you’re in New York City and want to see a couple of LAGO frames in action with a Warhol and a Punk, stop by Bucherer on 57th and Madison and head downstairs to catch a glimpse of the future of art. The Warhol will run from April 8 through May 8, and The Punk will run through October 30.
The future for Gralnick and his partners at LAGO should be a fun story to keep tabs on. There is reason to believe they may succeed at the same rapid rate as their digital endeavors. Perhaps not since the invention of the wall has anyone come up with a better way to display and sell art.