What's Happening?
Approximately Blue (AB), an art consultancy firm, is gaining attention for its unconventional approach to the art market. Led by François-Luc Giraldeau and Emily Johnson, AB focuses on primary market fine art prints, emphasizing human-to-human relationships
over traditional marketing strategies. The firm operates with minimal public presence, relying on extensive research and direct engagement with collectors. This approach has allowed AB to secure representation of works by notable artists like Ed Ruscha and Sam Gilliam, placing them in both private and public collections. AB's model challenges the art world's emphasis on visibility and status.
Why It's Important?
Approximately Blue's approach represents a shift in the art market, prioritizing substance and relationships over visibility and branding. This model could influence other firms to reconsider their strategies, potentially leading to a more personalized and research-driven art market. By focusing on fine art prints, AB highlights the significance of this often-overlooked medium, encouraging collectors to appreciate its artistic value. The firm's success in securing high-profile works demonstrates the potential of this approach to disrupt traditional art market dynamics, offering a new path for collectors and artists alike.
