Founded in New York's East Village in 1982 and closed in 1988, Peter Nagy revived Nature Morte in New Delhi in 1997 as a commercial gallery and a curatorial experiment. Since then, Nature Morte has become synonymous in India with challenging and experimental forms of art; championing conceptual, lens-based, and installation genres and representing a generation of Indian artists who have gone on to international exposure. The gallery now has two exhibition spaces in New Delhi. The main gallery is located at the Dhan Mill complex in the Chhatarpur area, in the extreme south of the city.
Nature Morte was the first gallery from India to be included in the most important international art fairs (starting with The Armory Show in New York in 2005) and has participated in Art Basel, Fiac Paris, Art Basel Miami Beach, Paris Photo, Art Dubai, Tokyo Art Fair, Art Basel Hong Kong, Abu Dhabi Art Fair, and Frieze London and New York, among others.
"Nature Morte wants to be a thought leader by redefining the best practices in Contemporary Art. We want to be the leaders in the viewing and selling of Art in South Asia"
- Aparajita Jain
With Covid 19 impacting the sales in the art gallery sector, brands were forced to get more active online.
Nearly 87% of the HNW collectors surveyed had visited the galleries online viewing rooms during the first half of 2020 and 41% had used them purchase art.
With soaring competition in the online space, digital viewing rooms becoming the main touchpoint for sale and millennials showing increased interest in collecting, the need for a strong digital presence could not be overlooked.
Audit and reposition the brand for a digital first world.
Craft an in depth channel specific content strategy.
Reimagine how art can be experienced digitally in a socially distanced world.
Connect the brand to newer , younger audiences
The process entailed understanding the art landscape of the world, decoding new age luxury and its manifestation on the world of art. We took a deep dive to understand the user persona's via qualitative interviews to understand the interest around art, content consumption and perceptions of Nature Morte.
Content strategy was designed with the vision to lead conversations about contemporary art and thought leadership strategy around how the brand can build and influence an engaged online community.