Beyond a virtual (art) world

The future of the art world may reside online - but can you buy an artwork from the virtual world? One gallery is showing the rest how it is done

In the spring, the art world moved entirely online in a matter of hours. Events were cancelled, exhibitions closed their doors and galleries could no longer sell to shoppers coming through their doors: the only answer lay in the internet.

But before the lockdown, one gallery showcasing the best of artists in the South West was set up entirely to offer art lovers an online fix.

Online galleries are far from new when it comes to pedalling art for sale. But doing it well is another feature altogether. For most galleries a website is supportive - a beautiful interactive marketing tool to entice art lovers through their gallery doors. Until the Covid-19 lockdown struck earlier this year and gallerists had to look again at how their exquisitely designed websites as a way to actually sell work.

Art Gallery SW was set up in 2018 by Robert Guest, a keen art collector. When he retired from business he saw an opportunity to develop something that was missing from the artworld.

From his teenage years, Robert loved to visit art galleries and says he remembers the incredible feeling of wonder he felt after visiting his first gallery. Today his experiment showcases 120 artists earning a growing audience – and those all-important sales.

Perhaps unsurprisingly this year has seen its biggest increase in sales. “One surprise has been that we not only sell to the South West, but also throughout the UK and abroad. We are very fortunate to have received excellent reviews, which has raised our profile and given buyers confidence in the gallery,” says Robert.