Anna Nova, gallerist
It was thanks to the Nova Art Contest that Katya Bryskina, recently interviewed here, could develop her new Art & Science project in Russia. Anna Nova, the mastermind behind the project, is a great supporter of Russian artists and is committed, with her team, to create a sustainable art ecosystem in Russia. As a woman entrepreneur, she follows her heart and intuition in everything she does. Unlike many others, she didn't close her gallery or turn it into a foundation when the market slowed down. Dedicated to being a link between artists and collectors, creating a community and educating new generations to live with contemporary art, she actually does a lot to develop the market. Here is a glimpse at her intense journey in the art world.
What inspired and encouraged you to take this difficult path as a gallerist in Russia?
This is always a difficult question. My relatives were into art, so I knew from childhood how difficult it is for an artist to find himself. At a time of restriction of freedom, I saw what happened to my grandfather and uncle, how a whole generation of people was lost. I also have a stream of creativity in me as I have been playing music all my life. Music and art have always been closely connected. Perhaps, the fact that I was a fan of Viktor Tsoi, and he was not only a musician, but also an artist – played its role. Then, I learned about the New Academy, about Sergey Kuryokhin, Georgy Guryanov. All this was very interesting, and I felt that there was something sacred in their life. I can’t say that I grew up surrounded by artists. I gradually plunged into a creative environment. Love for the fine arts came to me over the years. This path was not the easiest one, but with passion and love – everything is possible.
How did your gallery activity develop over those 15 years?
In 2005, when I was only 28 years old, I still did not have a clear vision of what my gallery would be. But life pushed me, I met the right people who helped. We always experimented and I gave freedom to the artists. I also studied with them, because I did not have a professional education, just a desire to help. Today, I can say that we managed to build an ecosystem of projects that are united by one mission: developing the talents of the artists who create the history of Contemporary art. In addition to the gallery itself, this ecosystem includes projects such as:
BOOKLET magazine,
28 bugs accessible art platform,
NOVA ART contest,
Collectors' Lounge space on the third floor of Anna Nova gallery.
Collector’s lounge - photo by Mikhail Loskutov for Elle Decoration Russia
I would like to emphasize that we are constantly looking for new opportunities and ideas to achieve our goals. This period has been an ideal storm, accelerating the use of new technologies and disrupting many business processes. Now, a more democratic approach to art is actively developing.
Tell us about the 28bugs project - do you consider it a success?
This idea came to me too early. I was a little ahead of time, following my intuition. We launched it, but it became clear that I could not pull this project at that time, although 7-8 people already worked in the gallery. We were not enough to fully develop this area. I'm a perfectionist by nature, and it sometimes gets in the way.
Maxim Boxer, of course, has a more lively story in this regard, because people are constantly on facebook, and whether they want it or not, they constantly go there. They do not need to be specifically attracted there. But here comes the question - are galleries still needed if the artist and the collector directly connect in such a space as the Internet?
Definitely needed. And from my own experience I can say that your artists clearly follow the ethics of working with a gallery and understand its importance and role.
Yes, there are a number of artists of whom I am 100% sure. For me and my team, transparent relations with artists are very valuable. This is very motivating and we are ready to do the maximum for them. It’s like in any relationship: if a person is cheating, then you no longer want to spend your resources on them. The artist must decide whether to enter into a full-fledged partnership, where the gallery puts its efforts into promotion, and the artist into his talent and professional work.
How developed is the community of people who love, buy and help art through the gallery?
The community is growing, changing, and is only a part of the global art community. Interest in art is growing step by step, fostered by online platforms that educate people. Of course, our gallery makes a great contribution as well and gathers an established circle of collectors and buyers. I would like our viewers and customers to come and immerse themselves, to study and develop “an eye” for art. We also try to motivate them to travel, visit exhibitions or international fairs, and we always invite them to join us on our trips.
Do you do projects with corporate companies and/or on commercial projects ?
Yes. In the past five years, such activities have been booming. We began to create “projects-product” that not only help art, but also solve business problems. For example, we had a case when, with the help of art, we helped a development company increase sales of apartments and the influx of tenants. We also organize corporate educational programs for companies that are interested in the art market. We also receive requests for collaborations from hotels, as well as for projects in public spaces. Thanks to them - more and more projects involving our artists appear in the urban environment. For example, a large-scale sculpture by Denis Patrakeev was implemented recently in Skolkovo.
Tell us about the Nova Art Contest.
The story began in 2005, when we realized that we needed to look for new artists. In 2006, Ekaterina Andreeva, art critic and leading curator of the gallery, suggested a competition. Subsequently, thanks to the contest, we began cooperating with artists such as Ilya Fedotov-Fedorov, Marya Dmitrieva, Egor Kraft, Pavel Brat, Yuldus Bakhtiozina.
After 12 years, when we held the 6th contest, it came to our understanding that the project had outgrown the boundaries of one gallery. So we decided to transform it into a platform that unites artists, galleries, universities and other institutions. This year we are launching the 8th NOVA ART contest, which will be the largest in its history. The first phase starts in the fall, when we begin to accept applications. The second stage will be the selection of applications by the expert council and the formation of a short-list. On the third stage an international jury will join and they will select 12 finalists. Last time we held an offline exhibition with the finalist projects and a 3D tour, but this time we decided to expand our presence on the network and use more online features.
Does the jury of the contest change each year?
Yes, every competition we gather a new jury, but there are experts who work with us over several projects, for example, curator Joanna de Vos or gallerist Stephen Sachs. Each time, we also invite a new curator and new trustees. Last year, we also had a mentor - Victor Misiano, who recommended to step out of the usual contest format awarding one winner to give a chance to more young artists. As a result, after consulting with our curator Olga Shishko, we settled on the number 12 and selected twelve finalists.
Why is the contest for unrealized projects only?
We focused the competition on projects that have not yet been implemented, because there is a big problem in the possibility of making ideas come real for artists in our country. This stage is one of the keys in the formation of an artist who needs someone to believe in his idea. Our competition is a platform where they have a chance to meet people who can help them.
Last year, the result of the competition was a group exhibition of the final artists' concepts. Each of them received one of the prizes from the trustees of the competition. Among them were three grants of 150 thousand rubles each, educational programs, the opportunity to work in a professional studio where films are made, and also the opportunity to realize your personal exhibition in the gallery. I am very grateful to all our partners who have contributed to supporting young artists.
You can find out more information about the contest participants and their projects on the Nova Art Contest Instagram.
What is, according to you, the situation of Russia in the global art ecosystem? Do you believe it could play a bigger role?
I am not familiar with the latest data, but earlier we occupied less than 1% of the world’s art market. There is no Russia in UBS-bank analytics. By nature, I like to dream that it will change. But soberly assessing reality, I can say that to change this, we need a global national project on the state level.
Tell us about your participation in International Art Fairs.
We were one of the first galleries to start participating in them. First we went to Art Cologne, then Art Helsinki, ARCO in Madrid, AHAF in Seoul and Hong Kong, Vienna Art Fair, ART London, Contemporary Istanbul. There were sales, but we never achieved financial balance, because Russian art is not expensive, while participation in fairs always costs a lot. We did well at Cosmoscow in 2014, when the entire booth was sold. Last year, for the first time we took part in Art Shanghai to explore the modern Asian market. We plan to continue to show our artists on the international scene. I hope that the situation in the world will favor this.
How are Russian collectors evolving? Do you see a new generation arriving on the market ?
Gallery attendance has grown significantly. In 2005, there were only 5-8 people a day, and now we have up to 100 visitors a day. Since 2013, young people began to actively come to us. Our most visited exhibition was the project “Lotophagy” by artist Aljoscha: more than 3500 people visited it. I think this is due to the development of Instagram, when young people began to need interesting photos. But I believe that the more you watch, the more you contemplate, the more you understand new aesthetics and culture. It will lead you in the right direction. I have no doubt that Anna Nova gallery shows a good idea of what contemporary art in Russia is. We select the best artists.
What are your tips to manage everything?
You need to focus. Any strategy is built not on what we do, but on what we do not do. As often as possible you need to stop and ask yourself three main questions: Why? What? and How? But don't forget that nothing is perfect. Don't be afraid of making mistakes, and cultivate tolerance for failure. And of course, you need to believe in yourself and remember that it is often thanks to our imperfections that amazing achievements occur.
How do you seek for, find inspiration? What inspires you?
For the last 7 years, my son has been inspiring me. It is a great happiness for me to have such a wonderful child like him. Also, my relatives and my environment inspire me, people who have creative and free in their thinking. You should not set yourself any boundaries - I always remind myself of this. All restrictions are only within ourselves.
What failures do you remember?
Mistakes appear constantly, but I probably don’t remember big ones. Every experience is a new challenge every time. I am a very self-critical person and demand the same from everyone. As Che Guevara said: "Be realistic - demand the impossible." This is about me. I’m constantly searching for new opportunities, resources and approaches.
Denis Patrakeev, World in flux, 2017
What is your dream?
My dream is for the gallery to live on its own, to be a sustainable business. For now, my other activities support it but I want us to be able, like David Zwirner, to support young galleries and invest in artists' projects.
What is art for you?
Art is my way of life. Without it I can not imagine my life. Art for me is not only objects and pictures, but also the art of doing business, the art of enjoying life.
