The tagline of this knockout triple-volume glass-walled contemporary space is “curating South Africa’s undiscovered art”. Art It Is, located near Rosebank, in the green suburbs referred to as The Parks, is a refreshing upstart on Joburg’s art gallery scene showcasing works by an incredibly diverse range of artists, among them emerging artists and more well-known names.
The gallery space stands out among its suburban surroundings for its uber-cool industrial design. Owner Jandre Pieters was drawn to starting the gallery by his creative background and his travels across the world that gave him an early appreciation of beautiful things.
Art It Is is all about making art accessible to a wide audience and making the gallery space accessible to artists. From the start Pieters set out to support and encourage new artists with an emphasis on building fair and transparent relationships that benefit both the artist and the gallery.
While Pieters says his choices of artworks to sell is “fairly instinctive”, he also judges an artwork by the artist’s ability to produce a consistent body of work, which is as important to art buyers who develop a genuine interest in the careers of the artists they collect, as it is to building the artist’s career.
“Buying art is a wonderful journey whether you are a veteran collector or at the beginning of your art story,” says Pieters. With this in mind prices at the gallery start from around R2000 with no ceiling price. Pieces range from prints to large sculptural works with the vast spaces of the gallery able to display an enormous range of artworks to their best effect.
The gallery has built up an international clientele and will ship art wherever it needs to be. Art It Is also works closely with interior designers representing overseas clients and the client list includes some high-flying global celebrity names. “Our clients are extremely passionate about supporting emerging artists and are always on the lookout for collectable works.”
On the First Thursdays art map, this is a popular destination on the First Thursday of each month when an art party takes place across galleries in Rosebank and The Parks.
Art It Is also has a gallery in Woodstock, in Cape Town.