Armchair art selection and curation for busy designers
Written by
12 November 2024
•
5 min read
ArchiPro speaks with the co-founder of Artfull, an online gallery housing an extensive art collection from New Zealand’s emerging and established artists and makers. The platform allows busy interior designers and architects to browse, purchase, and custom-order original, local pieces for commercial and residential projects.
“It is unique to the New Zealand art market because architects and interior designers start their discovery journey from the convenience of the office or home, refining the direction or identifying an artist from more than 70 artists we represent,” says Jessica Agoston Cleary, Co-founder and Co-Director of Artfull.
"We bring independent artists together in one place rather than having to scroll through Instagram for hours. From there, we can work directly with them to curate works, including commissions, for large—and small-scale residential and commercial projects.”
The inspiration behind Artfull
Jessica reflects on the concept for Artfull, which originated from conversations during the COVID-19 lockdown with John Barnett, a successful entrepreneur and Artfull’s co-founder, to create an online platform for New Zealand artists. "People couldn’t go to galleries or artists studios, so we thought, why not bring the art gallery online? Soon after, we created Artfull to make art accessible to everyone, allowing people to browse and purchase art from the comfort of their homes,” says Jessica.
Artfull was built with the needs of busy interior designers in mind. “Visiting galleries or artist studios can be overwhelming and time-consuming for specifiers, especially when working on large-scale projects,” remarks Jessica. “Artfull provides an online alternative – that’s just as curated and thoughtful as an in-person studio or gallery experience."
Through Artfull, designers can search by medium, style, and size, making it easy to find the ideal piece for any project. "Many of our clients are working on high-end projects where art needs to complement a very specific aesthetic," Jessica adds. "We offer consultations to help with this and can facilitate the curation of pieces from our artists to align with their overall design vision."
Celebrating New Zealand artists
Jessica remarks that Artfull is not just about convenience for specifiers; it’s also about elevating New Zealand’s talented art scene. "We want to showcase the incredible talent of New Zealand artists," says Jessica.
The platform features detailed profiles of each artist, with information about their creative journey, inspirations and techniques. While studio videos offer an inside look into the artists' processes, adding a rich layer of storytelling to each piece.
For the artists, Artfull offers exposure to a new audience. “It’s not just about selling a piece of art—it’s about building a connection between the artist and the buyer,” Jessica explains. "We want our platform to be a space where people can discover new artists and learn about their creative process while also providing a creative solution for designers."
Curating art for specifiers
Currently based in Melbourne, Australia, Jessica splits her time between being the director of Artfull and the Managing Editor of Australian Design Review. Her extensive experience in art history, dealer galleries and public art curation combined with her first-hand insights into the interior design and architecture realm means she has a uniquely attuned understanding of art and design, and how the two come together.
"Some people know what they want and just need quick access, while others may prefer a consultation due to specific requirements for their space. We help with both,” says Jessica.
Beyond the exceptional creative artworks, it seems ease and customisation are key aspects of the platform's appeal to specifiers. "Sometimes a client falls in love with a piece but needs it in a different size or wants to adjust the colour scheme. We can work directly with artists to accommodate these requests, making the experience of adding an original artwork to a client's collection incredibly engaging and flexible," explains Jessica.
"We carefully select our artists to ensure quality and diversity. Each artist goes through a selection process to ensure their work meets our curatorial mandate; all the artists we represent express so much more in their work than just a pretty picture,” says Jessica. "We want to cater to all budgets and project sizes, whether someone is decorating a small apartment or working on a grand hotel," This curated approach elevates the Artfull platform while keeping it accessible, with pieces priced from NZD$150 to $10,000.
Jessica notes, "Although we don't offer framing or hanging services as a standard option, we can assist with recommendations from our network of framers and hangers if needed. This gives another level of personalisation and a white-glove element to how we operate"
With plans to expand both its artist roster and digital capabilities, Artfull is set to become a go-to resource not just for New Zealand designers but for a global audience. “Our goal is to keep pushing the boundaries of how art is accessed and experienced,” says Jessica. "We want to continue fostering strong relationships between designers and artists while offering a platform that is at once accessible, curated and personal."
Discover local artists and artwork for your next project, or contact Artfull on ArchiPro today.