Ibid Gallery, a contemporary art space founded by Magnus Edensvard in 2004, has been a significant player in the art world, representing artists such as David Adamo, Carsten Nicolai, and Christopher Orr. With locations in London and Los Angeles, the gallery has navigated the ever-changing art market landscape, adapting its model to stay relevant and sustainable.
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ContactThe Traditional Model and Its Challenges
Ibid Gallery initially operated in the traditional “white-cube” model, with a central London space that showcased the work of its artists. However, as the art market continued to evolve, the gallery faced significant challenges. The high rents in central London made it difficult for the gallery to maintain its space while giving its artists the freedom to experiment with shows that might not sell well. This traditional model, which relied heavily on foot traffic and local sales, became unsustainable for mid-tier galleries like Ibid.
The Shift to a New Model
In 2017, Ibid Gallery made the bold decision to close its central London space, opting instead to maintain an office in the city and stage occasional projects and exhibitions, about four times a year[2][3]. This shift marked a significant departure from the traditional gallery model, as Ibid recognized that the majority of its sales (around 95%) were occurring at art fairs and its Los Angeles location, rather than the London space[3].
The Los Angeles Space
Ibid Gallery’s Los Angeles location, which opened in 2014 in the Boyle Heights neighborhood, has become a key component of the gallery’s new model. The 13,000 square-foot space has provided a more cost-effective and flexible environment for the gallery to showcase its artists’ work. The Los Angeles space has allowed Ibid to continue operating normally, even as it reevaluated its London presence[1][3].
New Collaborations and Projects
Under its new model, Ibid Gallery has embarked on innovative collaborations and projects. One such project is a site-specific installation by David Adamo in the lobby of the Finsbury Circus House in Moorgate, London, in collaboration with HS Projects. This project marks a new direction for the gallery, as it explores alternative spaces and formats for exhibiting art[3].
The Future of Galleries
Ibid Gallery’s shift away from the traditional model reflects a wider change in the art market. As art fairs and online platforms become increasingly important, galleries are forced to adapt and find new ways to engage with their audiences. Magnus Edensvard’s comments highlight the need for galleries to evolve and find new models that are sustainable and allow for artistic experimentation[3].
Ibid Gallery’s journey serves as a testament to the resilience and adaptability required in the contemporary art world. By embracing change and exploring new models, the gallery has ensured its continued relevance and ability to support its artists. As the art market continues to evolve, Ibid Gallery’s innovative approach will undoubtedly inspire other galleries to rethink their own models and find new ways to thrive.
Citations:
[1] https://www.happening.media/category/magazine/en/news/2725/two-london-gallery-opt-out-of-traditional-models-as-the-art-market-witnesses-relentless-changes-1
[2] https://www.artforum.com/news/ibid-gallery-closes-its-central-london-space-233484/
[3] https://www.artnews.com/art-news/market/theres-something-in-this-model-that-feels-outdated-ibid-gallery-closes-its-london-space-8018/
[4] https://www.artnews.com/art-news/news/ibid-to-open-in-los-angeles-2762/
[5] https://www.artsy.net/partner/ibid-gallery