Home popup galleries in Johannesburg suburbs are the new trendy

Issa Schwartz’ Gesseau’s Ibi Gallery in Craighall Park is leading the way with an exciting group exhibition currently on till November 7

By Edward Tsumele, CITYLIFE/ARTS Editor

If you thought that the only space and place where to look for good art to collect is only the gallery space then you are certainly living on another planet.

And, of course the online space which has been enabled by the advent of digital technology has been for some time now a place where artists and collectors meet. And, of course this way of selling art has made life easy for artists as this means that artists theoretically do not need a gallery to access the market. But of course the online space is not for every artist, as for example you need to be glued on how to use social media effectively as a marketing tool. Besides you need to have the time to be busy on social media, dividing that time between the studio and being on social media, connecting with potential buyers, something that is not easy, and not every artist has that kind of time, and rather they choose to employ someone else to do this for them and this is where having a smart curator who is also comfortable on the social media space can be that difference in selling your art or not.

However there is another way of reaching the market and connecting with collectors, and this way is increasingly popular in Johannesburg, particularly in lushy suburbs, which in fact is where some of the collectors live.

Many curators and art dealers have found this way in fact very effective in making sales for the artists they represent. It is also a less expensive way of selling art, as to have a pop up gallery can be in fact housed in your own house conveniently situated in the suburbs, easily accessible to art collectors. Gone are the days when collectors needed to travel all the way to a gallery situated in the Johannesburg CBD, with its challenges of traffic and that small matter of  the perception of crime being rife in the CBD. And such fears are not without foundation though. This means that people therefore prefer to look for art to collect in galleries situated in ‘safe’ suburbs, both permanent and pop up, an ephemeral trading space for art.

In fact pop up galleries are currently the in thing in Johannesburg.

For example, a few weeks ago, after attending the opening of an exhibition an exhibition atthe Standard Bank Gallery in Johannesburg CBD, I found myself at a house in Parktown North in Johannesburg in the company of two arty sisters, where Lee Mokoena had an exhibition of a solo artist in her house. Everything resembled a proper gallery, with drinks and eats being served. Except that this was her house that was temporarily turned into an art gallery. The ambience and the way that the art works were displayed, you could be mistaken to think that you were a one of the several galleries that dot surrounding streets of Parktown North and the neighbouring suburbs Parkwood and Rosebank.

If you thought that was all, then you are mistaken because this week on Saturday, October 12, 2024, after attending the opening of Phumulani Ntuli’s exhibition at the UJ Gallery at the University of Johannesburg,  I and a friend found ourselves at a suburban house in Craighall Park, north of Johannesburg, where a group exhibition was on, having opened on Wednesday with a dinner that the organizer of the pop up gallery right inside her house, Issa Schwartz’Gesseau,  had hosted for the collectors, using a space that is normally an art class room during the week.

We were welcomed in style, in the same manner that art viewers are often welcomed at exhibition openings at art galleries, complete with drinks and eats. The atmosphere was however more cordial than at a proper art gallery, after all this is Issa’s home, and inevitably an atmosphere of being home comes with inevitably  intimacy. Comfort exuded around us at this exhibition. I also had an opportunity to chat to some of the artists I had long seen, such as Simone  Marie Farah, who told me that she had just come back from a residency in Paris, France that she said she found very much rewarding. In fact we were fortunate to view some of the beautiful prints from the work she created while she was in Paris.

Issa also told us about her house, that it was more than a space where she lives as during the week, the dining room that she had turned into a pop up gallery, is in fact an art classroom where she teaches art to a group of art students.

This is where her school IBI Art School is based. The current exhibition is on till November 7, and can be visited through appointment.

Class Times:

Monday from 1600 to 1700 (Children’s and young adults class)

Tuesday from 0930 to 1130 ( Adults class taught in French and English )

Wednesday from 1730 to 2000 (Adult class and young adults ) a light snack is

Served  Thursday on line and in space class from 0930-1130 ( open class)

Thursday from 1645 to 1815 (Adult class and young adults) a light snack is served

Friday from 1730 to 1830 (Children’s class and adults may join).

Class costs:

A joining fee of R 150 per family is charged annually no matter what time you join in

the year for admin.

You pay per class, cash or credit card or alternatively accounts are kept and Marietta

(my accountant) who will invoice you at the end of each month. Classes are

charged for those that are attended and not on a monthly basis. You pay per class

you attend.

R 300 for children’s classes on Monday and Friday. Classes includes paper and

charcoal. Thursday class is R 400 for an hour and a half . Please note that a

surcharge will be charged this year if oils are used R 30 per class and canvas is

charged for or an extra unusual material used. I suggest that more established

students have their own small box of oils and bring them to class when they attend

class.

R 410 per class for adult classes that includes paper and charcoal, Acrylic paint

and a light meal, glass of wine which is served during the class . Oil and canvas will

be charged for R 30 oils and canvas depending on size.

Acrylic paint and charcoal on paper and pastels are included in all fees above.

The Space :

The art school provides a space for youngsters and adults to learn through their own

experience and at their own level in their own time. Set projects are at hand at each

class and there is also freedom given for exploration around themes and ideas that

interest each learner. You may work at your own pace or explore the process and

subject at hand together with the class or independently on your own with my

guidance and support. .

“Please do not hesitate to contact me if you have any further questions.

Warm regards and to a creative and fun year ahead while learning together in 2024.

Please note for online courses please see www.ibiartschool.co.za for process and

details. All classes in space can be concurrently taught online if necessary and

details on material etc. will be specified before each class. Booking through

isa@ibiart.co.za and I am available for you to join online at class time or privately

by appointment,” she says.

The studio is based in Craighall. 47 Alexandra Ave Craighall.