HOW TO CURATE AN EXHIBITION
Being an artist I am by no means a professional gallery curator, but I have made a point of learning as much as I can about putting together an art exhibition. Here is a list of tips I have picked up along the way. Curating your own show is not a walk in the park. You need to be organized and efficient, and oversee every detail. If you present a poorly planned show it is likely to reflect poorly on the work displayed and on your own reputation.
Always keep in mind that curating is not just about selecting the art and then arranging it in the gallery, you also need to present a well told story or concept to the viewer. If you usually have a gallery selling your work, make sure that the pricing of your work is in line with the galleries prices. It would be a mistake to think you could sell your work for less than the market value, as you could end up losing your gallery’s support by undercutting their pricing. Work with your gallery, and inform your clients where they can locate the gallery once your show is over.
CONCEPTUALISE
Conceptualise the theme of your exhibition. Once you have an idea in your mind of the story you want to portray, plan how you will carry this story over to the viewer. Don’t think that you can take various pieces of unsold work from the past and throw them together for an exhibition. It is advisable to have all your pieces for the exhibition completed at least a month before the opening date of your exhibition, so that you have time to see what the finished product will look like, and to make adjustments where necessary.
Once you have confirmed a venue and date for the show, get a layout of the floor plans so that you can plot out how many works you will need.
SIX MONTHS BEFORE
• Set a budget. Allow for surprises and changes in fees. Include venue hire, commission fees, advertising, catalogues, invitations, framing, lighting, hanging equipment and opening night expenses (e.g. canapés and wine).
• Try to secure sponsorship for the wine and canapés you will serve at your opening night. Some wine labels are fairly open to sponsoring certain events should they feel they will have a new audience to taste their wines and market their brand to. Do this as early as possible as they normally require you to use their logo in all your advertising and promotions.
THREE MONTHS BEFORE
• Photograph your work (or at least some of your pieces if you have not completed them all). You will need some good quality images for PR and advertising. Compile a press kit which includes:
• a CD of images, a short paragraph about your show explaining the concept, naming any sponsors you have and listing all contact numbers.
• Send out your press kits to magazines as they normally require a 3-month lead time.
• Design and print your invitations, brochures and catalogue.
• Plot the layout of your exhibition if you have a gallery plan.
TWO MONTHS BEFORE
• Compile a snail mail and email mailing list.
• Book a caterer if you plan to serve any canapés at the opening event.
• Organise helpers to serve, write up sales and clean up.
• Book a photographer if you want the opening evening to be documented, so you will have good quality pictures for social media and follow up press releases.
ONE MONTH BEFORE
• Post snail mail invitations.
• Distribute any pamphlets to local bookshops and galleries.
• Refresh your social media with new pictures and tweets.
• Order any signage, vinyl lettering or posters you will use to promote the exhibition.
• Order any wine glasses, plates, lighting you may need on the opening night.
• Distribute your Press Kit to newspaper editors, radio stations and magazines. Most local newspapers will do a free listing in their “What’s happening” sections of the paper. Use your social media pages, like Facebook and Twitter to promote the event. Do as much as you can to get the word out.
• Purchase a guest book for new visitors to leave their details if they wish to do so. Collecting names and contact details for your client database is very important. You can then send these people invitations to your future shows.
• Purchase any packaging material you need in order to transport your work safely to the venue and to wrap work sold at the show.
• Make sure all the work is gallery ready.
• Make sure you have all the tools and materials needed for hanging your artwork.
ONE WEEK BEFORE
• Prepare and print your labels making sure you list the title, medium and size along with the price. Labels should be clear, uniform and simple enough not to detract from the artwork.
• In selecting your work, choose one or two of your strongest pieces that best communicate your concept, then build the rest of the show around these pieces. Leave the weaker pieces out as they will detract from the show. Less is more. Really!
• Depending on the size of your venue and show, it shouldn’t take more than a day to hang your work if you have planned it well beforehand and have all your tools and equipment with you.
By this stage you should have pretty much everything organized and ready.
You can now relax!
