Art News | Exclusive Innovation or just a barrier to the public?


With a price tag of £1,900 a year, the month-old art gallery membership scheme The Cultivist begs to question whether it’s proposed benefits for collectors is yet another barrier for the public when getting tickets for oversubscribed events. As Jack Malvern reports for The Times, the exclusivity of the art gallery membership extends within the art world itself – limited to only 1,000 clients, a lengthy application process separates artists, curators and ‘big name collectors’ from those with a ‘commercial job in the art world.’ As founder Marlies Verhoeven Reijtenbagh states, “The Cultivist is designed to ensure that collectors have ‘VIP-access’ in all areas of their life.”

Members (and three guests) will be granted free ‘skip-the-line access’ at more than 80 institutions around the world, such as the Guggenheim and the Museum of Modern Art in New York, the Smithsonian in Washington DC, the Palazzo Grassi in Venice and the Van Gogh Museum in Amsterdam. The 10 British galleries and museums include the Tate Britain, Tate Modern, the Royal Academy and the National Gallery. And offering tours with an art history doctoral student (bookable with 24 hours notice), and VIP access to 40 art fairs including Frieze London and Art Basel in Switzerland, it’s no wonder the scheme has already received 800 applications.

via The Times


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