Home' Scoop Homes and Art : SHAA039 Summer Edition Contents 222 HOMES & ART SUMMER 2013/14
Sydney’s Platform7 2 is not your everyday gallery. It’s a place whe re Australia n-
design ed homeware, j eweller y an d accessories share space with creatio ns
fro m high-calibre Au stralian ar tists. The galler y- cu m-retail sto re has been
successfully en sco nced o n Oxfo rd Street, Darlinghu rst sin ce 2011, but it
recen tly open ed its secon d space in the a rt-con sciou s n ew lifestyle location
Cen tral Pa rk , designed by fa med architects Sir No rman Foster an d Jean
Nouvel . S u rrou n ded by other ar t-minded busin esses, architects, shoppers an d
residen ts, P latfo rm7 2 couldn’t be in a much mo re apt location .
Juliet Rosser, direc tor of P latfo rm7 2, describes the galler y as something of
an a rt ju nction . “ I see myself as a con nec tor of people with a rtists,” she says.
The fact that pieces of ar t sit side-by-side with coffee cups and stylish
knick k nack s might seem to threaten the value of those a rt wo rk s. Julia argu es,
however, that it just makes ar t mo re accessible. “ I always wan ted to break
down that barrier of the white cube, ste rile galler y idea. I thought there was a n
oppor tu n ity with creating a n ar t space where people felt co mfor table walking
in because it looked like a retail shop, but the n as you looked closer there were
really weird things in there that you wouldn’t no rmally see i n a shop.”
The new Cen tral Park galler y will take this o ne step fu rther with futu re pla ns
fo r dinn ers that will bri ng artists and the public face to face.
In addition to its two galleries, Platform72 has also launched its online site,
selling artworks and jewellery. Not all the store’s items will be there online,
though. Julia believes it’s still important that the store dangle the greater carrot.
“I think so much is moving online, but when you engage with art with your
own eyes, in the flesh, it’s a different experien ce than looking at it o n the
computer screen. So, as much as I know the online will sell, I also want to try to
encourage people and, in a way, reward them for coming in the shop.”
For more details, visit www.platform7 2.com.au .
Central Park, Sydney, home to the
new Platform72 gallery/store.
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