El arte llega a vos:  el lanzamiento de Diderot.Art en Uruguay 

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La plataforma líder en Latinoamérica para compra de obras de artistas contemporáneos llega a Uruguay de la mano de Fiona White. 

Diderot.Art es una plataforma online dedicada a la compra y venta de arte contemporáneo. Nació en 2017 en Argentina, en 2021 se instaló en México y este año desembarca en Uruguay. Su misión es democratizar el acceso al arte, permitiendo que tanto coleccionistas experimentados como nuevos compradores puedan descubrir y adquirir obras de arte de manera sencilla y segura. La plataforma busca desmitificar al arte como accesible solo para unos pocos, acercando artistas a compradores, a través de una página web, sin intermediarios. Pinturas, grabados, fotografías, esculturas, dibujos y objetos conviven en una nueva plataforma que le da valor y visibilidad al arte contemporáneo uruguayo. Conversamos con Fiona White quien será la representante de Diderot.Art en Uruguay sobre este nuevo proyecto. 

 

¿Por qué decidiste traer Diderot.Art a Uruguay? 

 Hace mucho tiempo que pienso en la posibilidad de acompañar a los artistas en su crecimiento y desarrollo. En general a los artistas les cuesta la gestión de sus carreras profesionales y esto limita su acceso al mercado del arte. En Uruguay esto es más complejo aún, ya que se acostumbra mucho a comprar obras de arte en el mercado secundario (casas de remates) tanto por la confianza en el vendedor como por el precio. Además hay una fuerte aversión al riesgo por lo que generalmente se eligen obras de artistas consagrados. Es por esto que vi la oportunidad de poder apoyar a los artistas, facilitándoles no solo el acceso al mercado, sino a talleres, encuentros, residencias y concursos que los ayuden a crecer artísticamente. Pero no quería instalar una galería de arte con  el formato tradicional. Estuve pensando mucho en crear una galería de arte virtual propia, pero cuando las fundadoras de Diderot, Lucrecia Cornejo y Angie Braun, me propusieron representar Diderot.Art en Uruguay, no dudé. Conozco muy bien el profesionalismo y la garra con el que empezaron este proyecto en 2017 y la reputación y el crecimiento global sostenido que tiene. 

 ¿Qué representa Diderot en la era digital? 

Diderot.Art responde al fenómeno de la era digital que se agudizó con la pandemia. El alcance de la web es infinito y está abierta las veinticuatro horas, los siete días de la semana. Los clientes pueden navegar la web durante el tiempo que quieran, a la hora que quieran, desde cualquier lugar en el que estén, y conocer en profundidad la obra de muchos artistas talentosos. 

 ¿Por qué a un artista le convendría exponer sus obras en Diderot? 

Diderot.Art otorgará a los artistas uruguayos una visibilidad sin precedentes, respaldo en su carrera, un sentimiento de comunidad y, al mismo tiempo, se ocupará de convocar y formar nuevos compradores y coleccionistas, promoviendo un círculo virtuoso que complemente y amplíe el mercado de arte actual. Las obras de los artistas que forman parte de Diderot.Art son cuidadosamente seleccionadas y curadas. Se trata de elegir obras que pertenezcan a una serie, así tienen coherencia de conjunto y muestran un momento específico de su carrera artística. Si los artistas trabajan con varias galerías, Diderot. Art pide que solo las obras seleccionadas para subir a la página sean exhibidas y vendidas en exclusiva por Diderot.Art. En general se hará un acuerdo de hasta seis meses, renovable. 

 La plataforma busca desmitificar al arte como accesible solo para unos pocos, acercando artistas a compradores, a través de una página web, sin intermediarios. 

¿Considerás que adquirir arte hoy en día es una buena inversión? 

 El arte es un activo como cualquier otro. Aconsejo a los que se inician que compren la obra que les guste, con la que se sientan cómodos y felices cada mañana cuando la vean. 

 ¿Cómo y cuándo va a ser el lazamiento oficial del sitio? 

 El lanzamiento oficial está previsto para fines de junio, si bien estamos en etapa de completar la curaduría de los primeros veinte artistas uruguayos que serán parte de la plataforma. El lanzamiento será online y también estaremos presentando las obras de nuestros artistas en distintos pop-ups, en diferentes sitios de Montevideo y el Este. 

 ¿Cómo ves al mundo del arte en Uruguay? 

 Impresionante. Estoy muy sorprendida, sobre todo por el alto desarrollo y apoyo del estado y las fundaciones que tienen las artes y la cultura. En 2024, por ejemplo, se agregaron a la escena esteña la Fundación Cervieri Monsuarez y el primer festival internacional de fotografía de José Ignacio, FOLA. Se ven muchas voluntades individuales o institucionales con proyectos buenísimos, algunos de posicionamiento internacional, otros regionales o locales. Todos se suman haciendo cada vez más atractiva y competitiva la zona. Hay muchos artistas excelentes y consagrados y otros haciendo su camino, ya con exposiciones, premios y ferias en su haber. Muy buena formación y tradición artística. 

¿Cómo nace tu conexión con el arte? 

Nací en Reino Unido y desde chica he viajado mucho, sobre todo a Europa. Siempre visitábamos museos y sitios históricos. Mi madre era una esteta nata, sabía mucho de artes decorativas, platería, cristalería, muebles, alfombras. Creo que por eso fui gestando mi gusto y afición por las artes visuales. Cuando terminé el colegio me decidí por Historia de las Artes y me inscribí en la facultad de Filosofía y Letras de la UBA. Fueron años muy felices, con profesores de lujo, compañeros queridos que hoy son colegas reconocidos. 

¿Cómo fue tu camino en las instituciones culturales donde trabajaste? 

Como gestora cultural, tuve cargos de coordinación, desarrollo y dirección ejecutiva en instituciones como Malba, Fundación Proa, Faena Arts Center y Amigos del Bellas Artes. Todas instituciones culturales nuevas o en un fuerte proceso de reestructuración y cambio. En cada una de ellas disfruté y aprendí mucho. En 2020 me mudé junto a mi marido a Punta del Este donde me desempeñé como directora ejecutiva del MACA, Museo de Arte Contemporáneo Atchugarry, desde su apertura, hasta ahora que estoy abocada al cien por ciento a este nuevo proyecto con el que estoy muy entusiasmada. 

El lanzamiento será online y también estaremos presentando las obras de nuestros artistas en distintos pop-ups, en diferentes sitios de Montevideo y el Este. 

Fuente: Esteña Press. Junio 2024.

Fiona White

Licenciada en Historia del Arte (UBA). Más de 20 años de experiencia en la Dirección Ejecutiva de importantes Museos e Instituciones Culturales en Argentina y Uruguay.

«Cuando Lucrecia Cornejo y Angie Braun me propusieron representar a Diderot. Art en Uruguay, no dudé en aceptar. Ya hacía un tiempo que quería dejar lo institucional para dedicarme a acompañar más de cerca a los artistas en su crecimiento y desarrollo. Pienso que en general y es natural, les cuesta dedicarse a crear y gestionar sus carreras al mismo tiempo. Creo que a través de Diderot.Art les puedo brindar no solo la oportunidad de acceder más fácilmente al mercado local e internacional del arte sino a ferias, exposiciones, talleres, encuentros, residencias y concursos que los ayuden a crecer en todo sentido.»

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