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Modern gallery framing.
Few would reasonably argue that the most fundamental purpose of a gallery is to best exhibit artwork.
It is because of this widespread belief, that a minimalistic
convention has sprung up through out the artistic community.
This simplicity means pictures are allowed to convey their message or appeal un hindered by intrusive frames. This has even become a conceptual standard, disregarding the fact that straight forward framing is in most cases cheaper than the more complex.
Simplistic framing has many benefits. Apart from the fore mentioned way in which it allows the picture to project past the frame and cost less, It can give the exhibition a finished look.
This holistic approach to framing can bring a disparate number of styles & thought processes into one single narrative. This means that when a client enters the gallery, they are not immediately confronted with 20 odd pictures, all crying out for their attention. It is only when they are looking at one particular piece, that they notice the differences.
People like to see things in order & in clear groups. It easily sets out what belongs where, & what is out of place. This same technique is used by supermarkets to great effect, some where like the cereal isle. While they may only sell 5 packets of corn flakes a day, they may have 50 boxes stacked on the shelf to comfort their customers, & make them feel like they have a choice. By making things simple & similar, you will find that a loose group of pictures can become an focused exhibition. And this focused exhibition can lead to more successful sales & a greater reputation.
The realms of simplicity have another effect, in that frame choice can become limited. While many people would rightly conceive of this as a negative, it can also be a positive. Henry Ford, the mastermind behind the model T ford once said, "You can have any colour you want, so long as it's black". While this may be constrictive, it also means that your choices are simple, & you will have difficulty in making the wrong one.
This carries forward through to other facets of an exhibition, so that a show that had different traditional frames chosen for each picture would make a lot more work in choosing colours etc. The colours that are chosen may also turn out to be mistakes on some of the more difficult pictures. So if you choose a simple consistent frame, you have no real decisions to go wrong.
Modern framing does tend to be a bare bones affair. While first time artists, & new galleries on the block will often try to buck this trend by elaborating works to make them seem more worthy. This does not really work, unless you have a very classical style or particular conceptual idea in mind. It is much better to match the frame to the pictures, rather than a pre-conceived notion of importance.
Much about the art world is bravado & confidence, so hiding a picture in an expensive frame will not only make the artist look un sure of themselves. It won't fool many people into thinking the picture is any better. Some of the most respectable & successful people that we deal with, are sure of their ability, & are prepared to show their work in very striped back frames.
It may take many years of exhibiting for an artist to gain the confidence to show their works in a relatively raw state. Though when & if they do, they will rarely go back to their old ways.
It is a combination of all of these factors that makes this type of framing particularly suitable for galleries putting on exhibitions of current artists work. While it is not the only way to frame things, it is certainly a convention that has formed for good reason over many years. In the same way that plinths for sculptures are usually white & plain to give minimal intrusion with maximum utility. Minimalistic framing can provide a cost effective way of professionally presenting pictures, in a flexible & easy way
Classical gallery framing.
When dealing in older style works, usually by established artists. Framing becomes a rather more complicated affair. Heavy gold frames start to be used, & the focus starts to become about the art, instead of what the art is about.
Essentially what this style of framing does, is give embellishment to the artwork. It sets the picture up to be hung in a museum, study or board room. This means that the frame becomes apart of the painting, & can be a psychological indicator of how important a picture is.
In a large majority of cases, works of this vintage come already framed. And although the frame may be old, it has been kept in a safe environment along with the picture & so is in show room condition. There are a few things to watch out for though, & if you have permission, they are well worth remedying.
- Painted in 1755, framed in 1982
In the arguably more artistically lucrative times of the 70s & 80s, many works were modernised by re-framing them in a more contemporary way. This has led to some disasters that are still floating about today. If you find one of these "improved" pictures, it can be much more satisfactory to return them to something similar to the period in which they were conceived.
- Mould, rust & acid.
Many older frames come from a time when there was little known about conservation. It is not uncommon to find a picture that has been backed onto wooden planks, filled with borer holes & mould. Although it can be what the artist made themselves, or is in keeping with the period of the painting. The life span, (therefore the dollar value) can be greatly lengthened if treated promptly.
Artifact framing.
Museums, fine art galleries and collectors will often want to present their specimens in frames in stead of archiving them away in drawers. This is a much more interactive way of keeping such items & should ad greatly to their worth as a investment, because you are more freely able to appreciate their form.
You should be very careful as to how any object is held in the frame & ask what method is used to secure it in place. Gluing is un-advised as most things can be, taped, sewn or mechanically fitted, with much the same visual result.
If glue has to be used then you should consider what type of archival qualities it has. If you have any doubts about the conservational qualities being employed. Get a second opinion, or fit the object yourself.
Frame re-use.
If you are the type of gallery that has a consistent clientele that will want simple gallery style framing. You can often re-use old frames from previous exhibitions. These frames should however be designed & made accordingly, to withstand the multiple disassemblies, & reassemblies that will take place.
With standard back loading picture frames, there are 2 main methods to making them reusable.
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The first is to use turn buttons. They are small, sometimes spring loaded fittings, that swivel out of the way to allow picture removal. And swivel back in to position to keep everything in place. These fittings are very re-usable, & cheap. However it does take much longer to install them over normal framing fasteners, so you may end up paying more.
- The second main method to keep everything in place is the use of even smaller fittings, called kit set clips. These thin black pieces of metal are fired into the frame from the back. They can then bend back to allow the removal & replacement of a picture. These clips do however protrude a little into the frame space even when bent to the open position. This can lead to broken glass if you are not careful.
They are cheaper than turn buttons & are faster to install. Though they have a limited re-use life, as the bending of the metal can weaken & break them.
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Space.
Let your framer now what size your gallery is so that they can make a mental adjustment.
In other words, if they know what space they are dealing with. They can suggest one style or proportion over another.
Autonomy.
Once you find a framer theft you like. Let them make a lot of the framing decisions themselves. You should be confident in their ability to choose compatible frames & work to what is best for the picture as well as your wallet.
Hanging.
Tell your framer what kind of hanging system you have in place. It should be much easier if they put all the hangers on exactly how you want them, instead of changing things around later
Sponsorship.
If you have a particular high profile artist or event. Ask your framer if they would be interested in lowering their pricing in return for exposure.
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