how it works
Q&A WITH KIPTON
Working with established real estate developers is a unique service. How do you add value to the building through art curation? I add value by accessing over a decade of relationships in the art world, while studying and analyzing the marketing and budget parameters of the developer, the aesthetic of the interior designer, and the demographics of the buyers. On a larger scale, I provide a variety of art that is both unique and strategic for creating a clear voice for the developer to stand out amongst the competition.
When selecting art for a development, are you focused solely on value for the developer or an experience for individual purchasers? I always focus on finding value for developers through finding pieces that speak to multiple buyer profiles. I make specific art recommendations for each development based on a lot of research.
How do you select art for an entire building without knowing who is purchasing the residences? I work with the developer to analyze marketing research around the types of buyers they expect and identify surrounding properties as comparisons. This provides the basis for my advisory process and the works I propose for the developer. More specifically, I look for inspiration in each neighborhood by taking the time to walk through the streets to understand the fabric and relationships that define a submarket.
What is the value you bring to marketing campaigns, outreach, and events? The added value I bring to a developer is my expansive understanding and experience in creating detailed marketing programs, including special events, public relations, and social media campaigns. Since 2005, I have organized over 120 exhibitions and events for artists in luxury homes, hotels, and high-profile venues, spanning multiple publications and age ranges.
How do you tie in art and real estate? Since 2010, I have been working with real estate agents and developers. I understand the need to have works of art that photograph well in the space, making the property feel warm and inviting. Through my deep access to artists and galleries, I'm also able to promote art within the homes, giving agents and developers an opportunity to tap into my relationships in the art world.
How do you create a personal experience in amenity spaces, and why is it so important to have a cohesive program? For amenity spaces specifically, I first go through the budget, marketing, and demographics of the building. Once I have a clear understanding of how each is intertwined, I create an energy flow via the portfolio of works placed in the space. An advisor with a vast database is able to pull from a large variety of contacts in the art world, helping to create a distinct marketing platform that sets the property apart from competition.
What advice would you provide to someone who has never worked with an art consultant, and why should they work with an art consultant? Just like working with a real estate agent to find the perfect home or your financial advisor to select the perfect balance of investments, an experienced art advisor will help you navigate the art world to introduce you to galleries and help sort through thousands of artists. Working with an art advisor helps save time and money, too.
Explain the process when working with a first-time private collector. What do you do that is different? For first-time collectors, I like to take them to a museum and walk around for the first 30-45 minutes asking to talk about the art that interests them the most. Once I gain a clearer understanding, I begin to narrow down the works of art that fit their taste level. If a client lives in another city, I send them images and exhibitions and spend time going over each by phone. I do my research and pull from my art database suggesting works that fit their vibe. No one client is the same, and this is one aspect that I love most about my job!
What is most important when selecting art in a private home? Are buyers more focused on value? Perception from others? Individual emotions? The most important aspect in selecting art for a private home varies for each client. However, most collectors are primarily constrained on budget and location of art. Additionally, most clients want to focus on the largest walls in the home first (living room, entry, master bedroom) and then look at other bedrooms, the kitchen, and hallways once the primary space works have been secured. Yes, buyers are focused on value but only if it's an investment piece. For works under $10,000, my philosophy has always been to simply buy what you love. But if you are spending over $10,000, hire an art advisor who can help you do the due diligence. Some collectors want to keep up with their friends by competing with recognizable artists, but most of my clients don't care what others think and value collecting art as a positive physical or emotional experience. I have done my job if I've introduced works that help my clients feel more safe, happy, and peaceful in their space.
Lastly, what advice would you give someone who is just starting the process? I would say, buy what you like. Period. Never start buying art for an investment. The experience won't end well. To get started, go to as many museums, exhibitions, galleries, and artist studios as you can. Another good way to meet other people who love art is to join a museum group such as the Whitney Contemporaries at the Whitney Museum of Art in New York or The Museum of Contemporary Art's Acquisition and Collection Committee in Los Angeles. Surround yourself with other art lovers!