Ex-adman Aditya Mehta’s Art&Found wants to democratise art in India

By making the search for it easier, Mehta is uncomplicating art.

By ET Bureau | Updated: Aug 24, 2018, 08.14 AM IST

Aditya Mehta says, “We uncomplicate art.” An ex-Ogilvy adman, he quit his job to start Art&Found — a platform that debunks myths that surround contemporary art in India.

Launched in October 2016, Art&Found has grown to a platform with over 250 top young Indian artists. From selling art online to curating spaces and projects, it is redefining how we consume art today.

An excerpt from a conversation with Mehta:

Tell us about your venture.
Art&Found is a curated platform for affordable art. We cater to 25 to 40 year olds who want to buy art within the price range of Rs 1,800–Rs 25,000 for their homes and offices. Art&Found is also the go-to curator for brands.

How is Art&Found relevant to businesses?
Today, brands are more receptive to the importance of art in business functions — from space design to projects, events and collaborations. So, how can a collective of homegrown artists come up with creative business solutions? Whether it’s putting up art at WeWork, customising denim for Levi’s or building installations out of Kohler’s products, our role is to fulfill a brand’s needs creatively.

Scribbles, Scratches And Other Abstract Pieces Of Art That Made Millions

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Who says a scribble or a scratch is worthless? Check out these abstracts which sold for a fortune thanks to their minimalistic allure.

Art is so subjective. How do you understand what a customer wants?
We’ve curated amazing art but sometimes people need help deciding. That’s where our curation comes in — selecting art based on taste, personality and décor. We have free consultations and site visits to suggest art that can transform blank walls of a home, workplace or restaurant into a vibrant space.

If someone is looking to do up their home or office, how can art change their space?
Art adds character and gives a vibe that projects your personality. Ever hear people say they don’t understand art? We fill that void by curating what we relate to and what we want. Art in the workplace can have a direct impact on productivity and well-being. Walk into any WeWork. You feel very different in a space that is blank as opposed to one with art.

For more information: Visit www.artandfound.co Email hello@artandfound.co Call +919930763225

Nature, Interrupted: 8 Art Installations That Talk Green

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Climate change, depleting water tables, growing carbon footprints. A bunch of artists recently took up the cause of the environment to highlight green concerns.

And the result was an impressive collection of art installations, created by eight artists from across the country, displayed at the Hungarian Information Cultural Centre (HICC) in the Capital.

Here: 'Red Leaf', by ceramic artist Rahul Modak, looks at biodegradable waste in a new light. The dry leaves hint at a new life, while the colour symbolises 'reincarnation'. The tutelage covering a bucolic passageway leads towards an unknown destination, invoking hope.