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What motivated you to begin
Cerealart?
I was formally the director of an art gallery. Some of the work was
very expensive. I was looking for a way to make ideas more accessible
to a broader audience. Making 3 dimensional objects seemed
like a
reasonable vehicle and its something I enjoy.
Gallery Link
http://www.inliquid.com/thought/articles/mangel/lawrence.shtml
How did you learn to produce the
designs?
The gallery exhibited many artists, Donald Judd and Richard Serra for
example, who conceptualized work and had it fabricated by
professionals. Watching the process planted a seed. Our first company,
which was formed with the help of Jon Kessler, asked artists to make
playful designs for children and adults. We developed many fabrication
sources while finding producers to make those designs and have
continued to use them for current projects. Additionly Shiya’s
education at Parson’s has helped her evolve into a very good product
developer.
Where can I see Cerealart
designs in person?
Cerealart
149 N 3rd St.
Philadelphia, PA 19106
T 215 627 5060
F 215 627 5061
www.cerealart.com
Cerealart at ICA
Institute of Contemporary Art
University of Pennsylvania
118 S. 36th St. Philadelphia, PA 19104-3289
Tel: +1 215.898.5911 (General Information)
Fax: + 1 215.898.5050
www.icaphila.org
Cerealart at The Rubell Family
Collection
95 NW 29th Street
Miami, FL 33127
Tel: + 1 305 573 6033
Fax: + 1 305 573 6023
rubellbookstore@bellsouth.net
www.rubellfamilycollection.com
Wednesday - Sunday 10 - 6
Second Saturday of the month 10 - 10
Printed Matter, Inc.
195 10th Avenue
New York, NY 10011
212-925-0325
Tuesday - Friday 12
PM - 6 PM
Saturday 11 AM - 7 PM
aabronson@printedmatter.org
MCA Chicago Store
220 E. Chicago Avenue
Chicago, IL 60611
312.280.2660
OK Fine Furniture
8303 W 3rd St.
West Hollywood, CA 90048
323 653 3501
okstore@aol.com
Unica Home
7540 S Industrial Road
Suite 501
Las Vegas, NV 89139
702-616-9280
orders@unicahome.com
RS&A Ltd
50b Buttesland Street
Hoffman Square
London N1 6BY
T. +44 (0)20 7253 7444
F. +44 (0)20 7253 7555
info@r-s-a.co.uk
Galerie Emmanuel Perrotin
76, rue de Turenne 75003 Paris
T : 33 (0)1 42 16 79 79
F : 33 (0)1 42 16 79 74
info-paris@galerieperrotin.com
www.galerieperrotin.com
Whitney Museum of American Art
Store
945 Madison Avenue at 75th Street
New York, NY 10021
General Information: 1 (800) WHITNEY
Do you exhibit at Art
Fairs?
Cerealart has a year round kiosk at The Rubell Family Collection in
Miami and has extended hours during Art Basel Miami each year.
Cerealart has exhibited at the Armory Show, The International Fair of
New Art, in New York for the past 2 years and hope to expand our art
fair exposure in Europe.
How did you get the name and
what does Cerealart mean?
We wanted to find a name that symbolized art multiples and ran across
the term ‘serial art’in a Warhol catalog. It sounded a little sinister,
like a serial killer so to lighten it up my son Max threw the homonym
at us. Also, the cerealart.com domain was available which is so
important to business today.
Where are the designs
produced?
We try to match the best production facility for each unique project.
Many of the designs are made in Asia. We are constantly looking for
ways to use the most environmentally responsible factories.
Are the scratches on the Wrong
Gallery deliberate?
Yes, the scuffmarks, dirt and scratches on the bricks, door and ground
were deliberately added by hand to make the gallery as close as
possible to the original on 20th St in New York.
Do you have extra Sad Ghost lamp
bulbs?
Two extra bulbs are included in the box. Replacements can also be found
at Home Depot or local hardware stores.
Are the designs limited
editions?
Most of the designs are limited edition. Some of the more recent
projects are signed and numbered. All of the designs have
signatures in the mold. We had originally conceptualized the company to
only make open editions. This was to keep the company
democratic
and the designs very affordable but customers asked for closed
editions. We’re learning from our customers and appreciate their
feedback. Flexibility has been healthy for the company. Better health,
more projects.
Will Cerealart make my
design?
You are welcome to submit a design but we are trying to maintain a
particular esthetic and most of the projects have been by invitation.
The fun part and a major motivation for us is getting to work with and
develop something with an artist whose work we have always wanted to
explore.
Can I submit a project for the
project room?
You are welcome to submit an idea for the project room. It’s a small
drawing gallery space but does have very high street visibility. We
have asked a few international curators to help develop the program for
the next year.
What do I do if my Cerealart
product is damaged?
Please contact us ASAP for a replacement, via emailinfo@cerealart.comor call customer service at 215-672-5060 x 103.
How did Cerealart get to make
the Wrong Gallery model?
We feel very fortunate to have had the opportunity to work with the
Wrong Gallery, Maurizio Cattelan, Massimiliano Gioni and Ali Subotnick.
I think they are some of the brightest and most talented people in the
art world. I had always wanted to work with Maurizio. A friend of ours,
Tiffany Hunold, originally introduced us in 2002 and then we
reconnected at a party after Jon Kessler’s show at Deitch
Projects.
Maurizio wrote in 2004 and asked if we would be interested in making a
toy size model of the gallery and all of the exhibitions “so everyone
could be a dealer”. I think he knew that they were losing their lease.
We met with Muarizio and Ali in 2004. We were thrilled and the rest is
history. He changed our lives. We never expected the project to have
the legs that it had, the Whitney Biennial Wrong Gallery “Down by Law”
and the Berlin Biennial, “Of Mice and Men”, which was one of the best
exhibitions I’ve seen since I began looking at art in the 70’s. Now you
can see the original Wrong Gallery from 20th St in New York at the Tate
Modern on the 3rd floor near the Lawrence Weiner room.
Can my store carry the Cerealart
line?
For wholesale inquires and prices please contact us via email,info@cerealart.comor call 215-627-5060.
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