Jojo Anavim in his new art gallery.
Take a stroll down historic Washington Street in New York City’s Meatpacking District, and get ready for a double take. A new electric space with colorful nostalgic paintings, modern design and unlimited candy bars in the shadow of The Standard Hotel. This is not a living room, but the latest exhibition by famous visual artist Jojo Anavim. The show, aptly titled “No Purchase Necessary” is a space unlike most New Yorkers or globetrotting art gazers. Removing the existing gallery model, the space is quiet, free and engaging.
An interview with Anavim about his exciting new show follows:
Why did you think of putting on an exhibition today?
Summer in the city is quite unusual. There are so many locals out of town and there isn’t much art opening until the Fall. My friend Sara who represents the landowner reached out this Spring and built me into a potential partnership for the Summer. Due to the proximity to the Whitney Museum, The Highline, and all the great restaurants, it feels exactly right and a great way to meet a wider international audience.
In a city with so many art galleries, many of them close to you, how is yours different?
The space is meant to be the opposite of a pompous Chelsea art gallery. The mood was loose, almost like a nice bedroom. While the artwork is on sale, the “No Purchase Necessary” theme has a dual meaning where you can look around and enjoy the art without the unpleasant habit that some may be used to in gallery hopping in the area. The alternative meaning of the show’s name is derived from all the contests I participated in when I was a kid. They usually live behind boxes of cereal or ice cream. The fine print always has “No Purchase Necessary” written on it and the artworks channel magical optimism of the chance to win big.
Tell us about the art on display.
The pieces are a reflection of my childhood and youth. They represent brands I know, have seen, consumed and loved. They radiate very positive energy and as one visitor said “Why does everything have to be serious?” No matter how much access a person has as an adult, I think it’s impossible to recreate the feeling of a Saturday morning cereal bowl or a Chipwich on a hot summer day as a child, so these paintings became my outlet to try again. -visit those experiences.
Your art, in many ways, pays homage to New York City. Does your gallery do the same and how?
One can be forgiven if they entered the exhibition and thought it was a warehouse or grocery store (I’m joking of course). None of the works are directly NYC based but they certainly sparkle with the old Pepsi machines I’ve seen before on 1 train, or the claw and arcade machines that have long been popular in neighborhood pizzerias.
Jojo Anavim
How about other amenities like drinks and food? How are they identified, and how are they related to art?
Part of the show’s philosophy is to engage more of your visual senses. There’s a free candy bar full of favorites like M & M’s and Twizzlers, (No Purchase Necessary) and if you’re lucky and get into happy hour, we have an open bar compliments of my friends on Laneta Tequila that are amazing. This makes for a really fun atmosphere in the summer.
Will you host events and other activations? Tell us about them.
We hosted several private events, most recently for Lazzoni who also arranged the space beautifully. I also hosted an NBA player’s birthday party last night, and we have another private event lined up until August.
How is this exhibition different from the standard art gallery model?
The way everything came together was really serendipitous. RFR who owns the building is a big supporter of the arts and has such a story in NYC. When Mona Retail and I approached them about a collaboration, there was no brain. The space is more than just a traditional gallery. It is a place to relax for our friends, family, see current collectors and meet new ones. There’s nothing hypocritical about it — it has a casual vibe that anyone who enters will feel at home.
