George Lindemann Journal - "Using Artists to Sell Condos in Miami and New York" @ nytimes by JULIE SATOW

With cities like New York and Miami in the midst of another luxury condominium boom, developers seem to be tripping over one another in the scramble to announce their latest projects, and to stand out from the pack, they are locked in an escalating game of one-upmanship.

In a market where amenities like golf simulators and children’s playrooms barely raise a well-manicured eyebrow, the stakes are high. Add to this the fact that developers are asking buyers to shell out upward of $10 million for apartments that are, in many cases, still just a dirt pile on the ground, and they have no choice but to bring the razzle-dazzle.

Increasingly, the trick they are most often pulling out of their collective hat is art, with a capital A.

In Miami, for example, the developer of a beachfront condominium on Collins Avenue has commissioned a sculptor, whose pieces have sold for more than $500,000, to create original works for every buyer in the building. Another Miami developer has hired the painter and Academy Award-nominated director Julian Schnabel to design a sales center for its condominium, with rose-colored stucco and sawtooth lamps. In MidtownManhattan, a developer is making a pointed effort to stand out by placing a permanent 40-story LED light installation on the building’s facade, while others have taken to hiring art consultants just as they would architects and construction companies.

“There is a very strong art market right now, with a much more diverse and large collector base than at any other time I can remember,” said Yvonne Force Villareal, a founder of the nonprofit Art Production Fund. She and a business partner, Doreen Remen, recently started Culture Corps, a for-profit art consulting business that advises real estate developers. The expanded art collector base has resulted in more buyers of high-end condos wanting artwork to be part of the experience of shopping for a new home.

“Those who invest in high-end luxury homes also tend to have a strong knowledge of art,” said Helidon Xhixha, an Albanian-born artist who has shown his work at Art Basel Miami Beach, and who recently sold a piece titled “The Wall” to a private art collector for more than $540,000. The developers Property Markets Group and S2 Development hired Mr. Xhixha to create sculptures tailored to each buyer at Muse, a 68-unit condominium in the Sunny Isles neighborhood of Miami.

While some may consider it selling out for artists to create pieces as part of a condominium marketing effort, Mr. Xhixha said, “I do not see this as over-commercializing my art. On the contrary, I see a collaboration between buyer and artist.” Mr. Xhixha added that an apartment tower filled with his pieces “will be like having my very own private museum.”

For the Chetrit Group and Clipper Equity, the developers converting the former Flatotel at 135 West 52nd Street into 109 condo units, “we wanted to create something that gave the building an identity, that gave us some notoriety,” said Raphael De Niro, a broker at Douglas Elliman Development Marketing, who is representing the building. “People like to be able to talk about their building and have others know it, for people to feel they live somewhere unique.” The developers hired Thierry Dreyfus, the lighting designer who lit up the Grand Palais in Paris and the Château de Versailles, to create the 423-foot installation that will be placed inside a casing attached to the front of the building.

The commingling of art and real estate has a long, established history, beginning with the cathedrals of Europe, which commissioned religious art. The Medici family in Italy hired artists to create works for their many estates, while in modern times, art has played a role in places like the Seagram Building, with its famed tapestry by Pablo Picasso. Perhaps it isn’t so surprising that in this era, which some have termed the new Gilded Age, the worlds of art and real estate have once again begun to merge.

Mr. Schnabel, who created the interiors of the Gramercy Park Hotel and built Palazzo Chupi, a pink condominium in the West Village, is no stranger to this connection. “The idea of living with art is a good thing, not necessarily a scam,” he told me recently. “Obviously, when something is popular they can turn that into something trendy, but it has a historical precedent.”

Mr. Schnabel is designing the sales center — “a terrible term, can’t we say building?” — for the Brickell Flatiron, a 710-foot triangular-shaped skyscraper underway in Miami. The center — the developers prefer the word “gallery” — will have Mr. Schnabel’s paintings and furniture, as well as a fireplace. It will “look like a living room,” Mr. Schnabel said. “It will be very different than other sales offices, where they look like you are walking into a bank, with cold marble, a lot of glass, very corporate.”  

There are clear benefits to collaborating with artists, but the artists can also be unpredictable. Mr. Schnabel, for instance, repeatedly declined to be interviewed about the project, despite cajoling from the developers who are paying his wages. And when he and I did finally connect, he was far less interested in talking about the condominium than about his new exhibit opening in October at the NSU Museum of Art Fort Lauderdale, “Café Dolly: Picabia, Schnabel, Willumsen.”

While art is playing a critical role in the marketing of ultraluxury real estate, it is by no means the only strategy developers are employing. At One Riverside Park, the developer, the Extell Development Company, has partnered with the company Musion, which created the hologram of Tupac Shakur that appeared onstage at the 2012 Coachella Valley Music and Arts Festival. Musion created a hologramof One Riverside Park, with images of the floor plans and the surrounding neighborhood.

But some developers, like Francis Greenburger, the chairman of Time Equities, is skeptical of marketing gimmicks. “Like those mood movies — why would you make a movie that has nothing to do with the building?” he said, referring to the $1 million film commissioned by the developer Harry Macklowe to market his skyscraper 432 Park Avenue. “Maybe it has worked, but for me, it is a distraction. It isn’t what selling an apartment is all about.”

Still, Mr. Greenburger has plenty of marketing strategies of his own. At the sales office for 50 West Street, his new condominium in the financial district, a curved projection wall features 180-degree images, taken by drones, of different elevations from the building, allowing buyers to see their potential views. And there is a piece of a curved glass curtain wall that will wrap around the building.

While the efforts may be gimmicky, they may also work. At 135 West 52nd Street, the building will not only be draped in an enormous light installation, but will also have a sales office featuring purple mohair walls and a V.I.P. room for prospective buyers of the penthouses. “Once you step into the V.I.P. room, you are entering a different strata,” said Mr. De Niro, the son of the actor Robert De Niro and himself no stranger to V.I.P. treatment.

Bass Museum in Miami Beach celebrating 50th anniversary

From Egypt to Renaissance Europe to contemporary works, the county’s oldest municipal museum showcases its past as it forges a cutting-edge future.

Like the city’s skyline, Miami’s cultural landscape 50 years ago would be almost unrecognizable today.

In 1964, virtually none of the art institutions we are now familiar with existed, until the Bass Museum of Art in Miami Beach opened that year, becoming the first city exhibition space in the county. (The Lowe Art Museum at the University of Miami was the first art museum in South Florida, opened in the 1950s, but it is not a municipal institution.)

Now in its golden jubilee year, the Bass has come a long way since its birth — and like the metropolis itself, sometimes with fits and starts.

During the 1960s and ’70s, the museum showed mainly the 500-piece collection donated to the city of Miami Beach by John and Johanna Bass, which focused on Renaissance and Baroque works, in the old library building off Collins Avenue.

Fast forward to 2014, when the Bass opened its year with a symphony in a newly refurbished park that now holds significant outdoor public sculptures, outside a building remodeled by Arata Isozaki. Inside, the work of internationally acclaimed Polish multimedia artist Piotr Uklanski took over the second floor; on the first floor a Romanian performance troupe had recently reenacted some pieces from museum’s initial Renaissance painting collection, giving the centuries-old masterpieces a contemporary twist. Clearly, the Bass had come of age and stature.

There have been growing pains, with the museum sometimes closing and renovations taking longer than expected, but today it is one of Miami’s major cultural landmarks.

And the changes may continue in unexpected directions.

The talk of the art town has been the potential merger of the Bass and North Miami’s Museum of Contemporary Art, which would bring MOCA’s more-mature contemporary art collection to the Beach, making the Bass a heftier institution.

But the merger has become mired in technical and legal difficulties since MOCA announced its intentions and has faced stiff resistance from North Miami, which has housed the public, nonprofit museum since its inception. For now, the merger is on hold.

When John Bass ran the nascent museum from 1964 to 1978, it was a small, regional space, attracting a local crowd who came to see the mainly Renaissance and Baroque painting and tapestry. After Bass died in 1978, the authenticity of some of the works was called into question, and the city closed the museum. When a slightly refurbished building reopened, the Friends of the Bass membership group was incorporated, and a professional director, art historian Diane Camber, was hired in 1980.

During Camber’s tenure, the museum started to focus on traveling exhibits and expanded its artistic repertoire.

“From the beginning, I was determined to professionalize the institution,” the Miami Beach native recalls, by getting the museum accredited and developing the collection to include design and architectural aspects. Her first big splash came from the “Precious Legacy” exhibit of European Judaica collected by the Nazis from a museum in Prague. “It illustrated that we could be an important cultural destination, and highlighted the need for an expanded facility,” she says.

The collection grew to about 3,000 pieces, the Isozaki-redesigned building opened in 2001, and the museum was now capable of mounting large shows. But structural problems plagued the facility, and it had to close several times. The struggle for funding was unending. “There are battle scars, but it was all worth it,” says Camber, who retired in 2007 and was named director emerita.

When Silvia Karman Cubiña took the reins in 2008, the Bass was ready for its next big leap. The recession was well under way, but Cubiña expanded the museum’s scope, bringing in important contemporary exhibits, furthering the emphasis on design and fashion to reflect the nature of Miami Beach itself, and literally “busting it outdoors,” she says.

For years the park that extends from the museum’s front door to Collins Avenue had sat derelict, while visitors entered at the rear. Art Public opened up four years ago during Art Basel, with sculptures from international artists populating the newly renovated park during the December extravaganza. The popular sculptural exhibit now runs for four months each year.

From an anemic number of members on its board of directors, the Bass now has 23 under president George Lindemann, who has been instrumental in expanding the educational programming. Support from the Knight Foundation has brought funding for the museum to the next level; and last year the city approved a $7.5 million grant for further expansion, which will begin in 2015. Out will go the huge ramp that leads from the first floor to the second and has been considered a waste of space, and in will come more room for art and additional educational programs.

The museum will have to close again while the work is done, but Cubiña says it will be worth it because the museum will gain almost half again as much programmable space as it now has. “That’s the biggest 50th anniversary present of all,” she says.

Surrounded by the phenomenal works of Ghana-born artist El Anatsui, whose metal bottle-cap tapestries make up the current exhibit at the Bass, Cubiña says part of her mission is to push the Bass to be “part of the international dialogue” on the art stage. “I want to make sure we have a finger on the pulse of what is going on globally.”

To that end, she has brought in some groundbreaking exhibits, including two stunning video installations: Isaac Julien’s Ten Thousand Waves, and another video thriller, Eve Sussman’s Rape of the Sabine Women, both presented during Art Basel Miami.

Other exhibits with acclaimed contemporary international artists have tied the Bass to its history by playing off the Masters’ works in the collection, such as the six projects interpreting classical themes, combined in The Endless Renaissance. Or the solo outing by an early member of the Young British Art movement, Matt Collishaw, whose still-lifes looked like tweaked Baroque reincarnations, and who incorporated a classic altar from the Bass collection into his show.

In 2010, the museum created a room to permanently show the works of Egyptian art that had been in the Bass collection but not prominently displayed before. Featuring a sarcophagus and ancient mummy, 13 objects of antiquity are now on view daily in the dimly lit downstairs enclave.

The museum also instituted the temporary contemporary program, which in conjunction with Miami Beach exhibits temporary outdoor installations, many by local artists. Outside the museum right now are the whimsical and hefty sculpture Self Portrait as the Barefoot Mailman by local artist Christy Gast, whose mailman’s head is buried in the ground; and the pinewood “decks” by Emmett Moore that visitors to the Bass park are encouraged to lounge on.

And Cubiña is surrounded by more art professionals than during her early days with the Bass. One is the new curator of exhibitions, Jose Carlos Diaz, who has put together the official 50th anniversary exhibit, set to open Aug. 8, titled Gold, appropriately. This will not only include artists who work with gold but those who work with the ages-old associations of the metal, power and wealth, in contemporary forms such as video, installation and photography as well as painting and sculpture.

The Bass will continue to explore the relationship between visual arts and fashion, such as last year’s extensive From Picasso to Koons, which included 135 artists’ sculptural jewelry; and this year’s Vanitas, avant-garde, ready-to-wear and couture curated by the director of the New York Metropolitan Museum of Art’s Costume Institute.

In other words, says Cubiña, in the museum’s 50th year she wants to continue to “open up the Bass” to a variety of art forms, locations (indoors and outdoors), international trends and curatorial visions, to be “a conduit to what’s happening in the world.”

Read more here: http://www.miamiherald.com/2014/05/15/4119773/bass-museum-in-miami-beach-celebrating.html#storylink=cpy