By Howard Pousner
Atlanta gallery owner Jennifer Schwartz, who will participate in a High Museum of Art Holiday Art Market from 1 to 4 p.m. Friday, is a photography matchmaker.
Meaning: She wants to hook you up with the photograph of your dreams. The only problem is you may not yet know the photo of your dreams or even have the urge to collect art. She intends to fix that. Her mission: to cultivate a bumper crop of new photography collectors.
That’s why Schwartz launched a “Crusade for Collecting” in which she plan a whirlwind American tour next year in a van that will proffer photos much the way a food truck dishes up gourmet burritos.
She launched a funding drive for her gallery-on-wheels last October on Kickstarter, and a month-and-a-half later 214 backers had contributed $16,125, exceeding the $15,000 goal.
Preparing to roll on a cross-country tour with an itinerary that is still being worked out, Schwartz will appear on the High’s Sifly Piazza along with Lady Blue, her restored 1977 VW van. (The Holiday Artist Market, otherwise running 10 a.m.-4 p.m., also will feature 10 top Atlanta artists and craftsmen selling hand-blown glass, custom-made jewelry, scarves, dolls and more.)
In an unusual turn by the free-thinking gallerist, the photos will not be for sale.
“Instead, people will be encouraged to choose a favorite photograph and engage in games and talks with the artists,” Schwartz explained on her gallery blog (www.jenniferschwartzgallery.com). “Most people will be able to keep their favorite photograph and walk away collectors. Bam!”
In all, she plans to give away 100 signed, original photographs on Friday. She figures to do much the same at a New Orleans event with Lady Blue on Dec. 1.
“Art is awesome,” Schwartz wrote at the end of her Kickstarter pitch last year. “Heart art.”
More information: 404-885-1080, www.crusadeforcollecting.com.
Also from noon to 5 p.m. Friday, the High will offer the program “Day After Thanksgiving: Modern Materials.” The family-friendly event will include a variety of performances, hands-on art-making using some of the materials employed by artists in the exhibit “Fast Forward: Modern Moments, 1913-2013” and interactive games.
No registration is required. Free with museum admission. www.high.org.