CHARLES WIL LIAMS ‘ S MUSINGS
Private view’ is the name of the party a gallery throws the night before the official opening of an exhibition. That’s the custom; they invite people they think might be interested in buying some of the work, the artist and some of the artist’s friends, maybe someone from the press, and hope the general feeling of slightly drunken happiness will result in early sales. There’s an air of exclusiveness about having been invited.
My last big-selling exhibition in a West End gallery was in 2007, the people at the gallery asked me to present the work about a month before the opening of the show because, they told me, there was a hiatus while photographs were taken for the catalogue. I asked the director of the gallery about the private view. ‘We don’t have private views anymore, we get the catalogue out early,’ she said. ‘People have already bought the work by the time the show opens. So don’t worry about sending cards and so on, but have a party here if you like.’
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August 2018
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