While art galleries and museums around the world were announcing their temporary closure due to the Coronavirus outbreak, on Friday 13th March 2020, I visited my last exhibition before the lockdown. I live in London – officially, the UK was still ‘business as usual’ at that time and until Tuesday 22nd March – and the show was “Among the Trees” at Hayward Gallery, a group exhibition about nature and trees showcasing the works of thirty-eight contemporary artists. On that same day, König Gallery (Koenig Galerie), founded in Germany in 2002, announced the temporary closure of their venues in Berlin and London. Now, with its physical spaces shut, how is the gallery managing to keep its audience engaged? Almost instantly after the announcement, the Gallery started leading online tours of their shows in Instagram which quickly developed into the 10am Series.
The 10am Series is open to everyone to join via Instagram on @koeniggalerie and take place twice a day at 10am CEST and 10am EST, which is 3pm CEST. These are live conference calls between the Berlin gallery owner, Johann König, and artists worldwide. At the end of each session, there is the Q&A section through which the public can interact. There are two types of sessions. In the early session, Johann König speaks with the gallery represented artists, discussing their practices, and sharing thoughts on how the future could be when the situation resumes to normal life. While the later session is an open call in which the gallery owner leads random studio visits of artists who join the call in real-time. The style is informal, allowing conversations to be spontaneous and, at times, even funny (after all, who wants to experience art and cry?).
After having watched a few LIVE sessions, I had the fortune to speak with Johann König over the phone and discuss the idea behind the project. He explained to me how the gallery closed its spaces and opened up in social media to keep reaching its audience and fulfil the need for connection, now felt stronger than ever. Clearly though, with the 10am Series, König Gallery is doing something more than just keeping its Instagram profile active with news about their artists and exhibitions. In fact, and as König explained to me, starting from the proposition that art is about the physical experience, the Gallery is committing to offer that sought after experience to its public allowing people to participate in the direct communication. The 10am Series facilitates an open dialogue between not only the gallerist and the artist on call but also with the public who can interact during the Q&A section.
As galleries and cultural organisations around the world had to shut their physical spaces, they have turned to their digital presence. This unprecedented situation allows them to break the standard rules and test new grounds by experimenting with the full potential of social media. What König Gallery is doing with Instagram demonstrates a robust civic commitment towards both its audience and represented artists. In my opinion, aside this being a great way to kick off the day with some art and ideas, the 10am Series should be a source of inspiration for the whole art world and its future.
As Instagram is offering the videos for 24 Hours only, you can watch older sessions on König Gallery YouTube-Channel.
