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A good idea isn’t meant to be contained. When the idea is affordable art, there’s even more reason to make sure it’s unrestrained.
The artwork of Justin Belmont and his unique concept for an exhibition space, Not a Gallery (notagallery.com), is proving popular with the summer Hamptons crowd. The premise is simple: create fun works of art, keep them affordable and make them available to anyone who wants one.
Work is priced by the inch. Prices range from $249 to $699. Samples are viewed online and then ordered. The unique printing and painting process begins and a limited edition artwork is created. Each piece is signed by the artist and ready to hang. No fuss, no muss, no overages.
As the name suggests, Mr. Belmont never meant Not a Gallery to have a gallery or a physical space. The concept was developed to synch with online viewing of art. The entire process was designed so viewers could look at the art, order what they want and then receive exactly what they see online. While the idea is simple, it took two years to marry technique and technology in order to streamline and perfect the process. But when the young Manhattanite stumbled across the Bulls Head Barn in Bridgehampton, he couldn’t resist. Within weeks, Not a Gallery had a company launch and secured a space for the summer. The Bridgehampton showroom opened around Memorial Day and will remain open through September 12.
This weekend, a second space begins hosting his affordable painted prints. The new pop-up store on Main Street in Southampton, Tenet, gets its own formal launch at a party at the boutique on Saturday from 6 to 9 p.m. that will also celebrate the expansion of Not a Gallery. The evening of “shopping and summer cocktails” features art by Mr. Belmont via Not a Gallery and fashions by Timo Weiland. Both men plan to attend the event.
On Sunday, September 5, another celebration is being held. This time, Not A Gallery is teaming up with East Hampton entrepreneur Eric Spears to help launch Spear’s Spears—an artisanal pickle company—at a party from 5 to 8 p.m. at Not a Gallery.com at the Bulls Head Barn in Bridgehampton.
“I love stuff that’s out of the box and am interested in ways to shake things up,” Mr. Belmont said.
Nodding to its name, Not a Gallery.com at the Bulls Head Barn and at Tenet borrows more from design showrooms than art galleries. Selections from different artwork series are mounted on walls. A laptop computer waits at the ready. Art shoppers become buyers by reviewing the entire collection online. Even though artwork is on the walls, purchased art cannot be taken on the spot.
Each is a limited edition archival print made at a Long Island printer and hand-glazed with colorless gel gloss to add texture and protection from UV rays. Each is unique because of the painting process. The artwork composition does not deviate from its online presentation. The artwork is signed by Mr. Belmont. Clients receive the art within two weeks after online purchase.
All of the artwork is designed by Mr. Belmont. New series are added weekly, inspired by images and icons of vintage advertisements and archival records in the Library of Congress. There are series based on surfing postcards from the 1950s to the 1970s; antique fabric swatches, NASA satellite photography, printed announcements from the 19th century and WPA, among others.
The artwork is not an exact replica of what piques Mr. Belmont’s interest. Instead, it provides a primary compositional element that is coaxed into contemporary art.
“They’re meant to be a fun visual pop of color,” Mr. Belmont said. “I take parts of the posters or maps or fabric swatches and focus on a section. ‘Hogs! Cash!’ was one part from a 19th century advertisement. I thought it funny and made art from it.”
Each series has 10 artworks, printed in editions of 125. There is no overarching theme or direction. Series are created as inspiration strikes. Mr. Belmont works quickly: at least four new series have been released since Memorial Day.
Popular sellers with the Hamptons crowd are the surfers and abstract images of sections of the Bulls Head Barn floor, which Mr. Belmont and a crew of friends action-painted based on inspiration from the floor of Jackson Pollock’s studio.
When September 12 arrives, Mr. Belmont will have no regrets, he said. Having a physical space for his new art business was a lot of fun and invaluable for receiving client feedback, he said. Already, he’s eyeing the Miami art fairs for the next major pop-up for Not a Gallery. Since his art is affordable and uses a non-traditional selling model, Mr. Belmont believes he can make a splash and may cause some controversy piggybacking on the tony art fairs and their satellites.
Mr. Belmont, a co-founder and website designer of APrivateClub.com, an insider’s guide to the best of New York City, believes having a presence in the virtual world is crucial for success. Not a Gallery can be found online at notagallery.com.
on Aug 24, 2010