In recent years, the photography market has expanded – alongside with the growth of the online market. The break out of Covid sped up technological developments which triggered a greater focus on photography - a medium that is easily accessible through our monitors and relatively inexpensive. Nevertheless, in Italy photography still lacks a central position within the contemporary market debate.
It is interesting to explore how some galleries react to this trend and choose to pursue a rather avant-garde research not necessarily supported by the market. This is the case of Nuova Galleria Morone: since 2011 the gallery searches for talents within the photographic scene too. We spoke to Diego Viapiana, gallery owner and director.
Founded in 2011 by Diego Viapiana, Nuova Galleria Morone is a contemporary art gallery located in the heart of Milan. It represents a range of artists from painting to photography. Diego has always been moved by edge and passion. Indeed, the gallery has recently extended its market to the online, by offering a tailored selection of works on paper specifically created for the shop. The selection also includes photographic works.
Fig. 1. Felix Curto, After the gold rush, 2008.
CN: How do you choose the artists that the Nuova Galleria Morone represents?
DV: The choice of artists to be represented is usually based on the recommendation of curators and critics. Of course, I have to like them and be interested in them.
CN: What prompted the decision to include photographers in the selection of artists Nuova Galleria Morone represents?
DV: Photography is fundamental to the international art scene. The gallery tries to look at the whole world of contemporary art, especially all mediums and not only painting or sculpture. My fascination towards photography is led by artists that use photography as a research tool rather than a simple medium. All the photographers we represent use and manipulate the photographic process to achieve stylistic, meaning and conceptual results.
Fig. 2. Alec Von Bargen,Irrecoverable embrace in emperor blu, 2016.
CN: What do you think is the best way to put photography in dialogue with other mediums in the same exhibition?
DV: When we organise good exhibition projects, we have no difficulty in creating a dialogue between photography and the other media. I believe and consider the exhibition design to be important. The works must live independently of the others, but at the same time create a harmony of exhibition and dialogue.
Fig. 3. Elizabeth Aro, Just me, 2013-2016.
CN: What is your opinion about the photography market in Italy?
DV: The photography market in Italy is still a bit behind the international scene.
In the last ten years there has been much more photography on the Italian market than in the past.
CN: Are you planning to expand the range of works on paper on your online shop by adding photographs?
Fig. 4. Julia Krahn, Engel _06, 2009.
DV: The online marketplace can help bring young people and new customers together. Photography is best suited for the online market. Of course, it always depends on the cost of the product, but it can certainly be a vehicle that favors brand-new collectors.
CN: Do you plan to expand your selection of artists by including more photographers in the future?
DV: Never say never. We are always very careful, even if we don't have a crystal ball to look into the future, I think there will be some new entries in the photography section in the
Fig. 5. Diego Viapiana, founder of Nuova Galleria Morone
Photographers featured in this Article
Felix Curto - Website