Something Soft Launched

On December 21st, we held a soft launch of our first batch of 8 posters at Rubber Factory. We wanted to show what our posters would look like: their scale, format, price and the general approach to our poster company. The thing is, this is idea is a little bit radical in the contemporary art market.

Posters, from left: Suzanna Zak, Nathan Bajar, Carlos Jaramillo.

Posters, from left: Suzanna Zak, Nathan Bajar, Carlos Jaramillo.

There's plenty of ways to buy prints, both in galleries and online spaces, but they pretty much remain financially unattainable to a general audience, especially with the economy of our day. 

With photography, making multiples is a core part of the medium. So why not take it on with something approachable? We publish posters, not prints, and we affirm that by emblazoning the front of each poster with the artist's name, the work's title, date and the logo of our company. We're proud to say they're made in the USA with the finest large-format digital printing there is for the medium, so we definitely won't fold them.

There's text on the back of each poster, too. The artist has a hand in the production of that. The poster shows the artist in a light they can be proud of and with an image you will love to have in your space.

Posters, from left: Mo Costello, Brian Merriam, Roxana Azar, Brenda Biondo.

Posters, from left: Mo Costello, Brian Merriam, Roxana Azar, Brenda Biondo.

We held this soft launch at Rubber Factory, the contemporary photography gallery located at 29c Ludlow Street in the Lower East Side of New York City. It coincided with the exhibition of Clemens Fantur's Aurora Cordial, a body of work on the subject of memory and The Philippines. The black pool at the center of the main space was a core element of that exhibit.

The artists selected for this first batch are all brilliant emerging artists that we wanted to support: Suzanna Zak, Carlos Jaramillo, Mo Costello, Brian H. Merriam, Roxana Azar, Brenda Biondo and
Yael Malka. They're available online now and we will be publishing many more artists in regular batches every few months. We just have to get the ball rolling first!

Thanks to everyone who came out for the event! What a great night it was.
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Romke Hoogwaerts