Gad Edery: “Photography is a known and unknown market”

Decision makers. In 2008, why did you choose to create a gallery specializing in photography?

Gad Edery† I wanted everyone to have access to the photo. The price of the paintings was already very high and so were the drawings of emerging or well-known artists. The ‘classic’ photography market was still in its infancy and many photographers, present in major museums, had stayed outside the speculative bubble of the art market. I’ve tried to put certain photographers back in the spotlight and help buyers understand their importance in the history of art and photography.

What is the evolution of the photography market?

It all depends on which market we are talking about, because there is not just one market. There are different categories of photos: information and reportage photos for newspapers or magazines, photos for commercial and advertising use, art photos. Let’s also mention the different categories of art photos: fashion, animal, climate and environment, spatial. Within each of these categories, there are several subcategories. Without forgetting 19th century photography, travel photography and plastic photography. In reality, it is a limited market, with few specialists.

Has the health crisis had an impact?

Yes. I see an increasing demand from individuals, companies and governments. Private individuals had more time to think about their collection and the design of their interior. They took the opportunity to acquire works they liked and often bought them online for their homes in click and collect. Since the end of the health crisis, companies and law firms are increasingly organizing exhibitions in their buildings and requesting these projects. Local authorities and administrations are not excluded. I developed a turnkey rental company for exhibitions, both indoors and outdoors.

“Since the end of the health crisis, companies and law firms are increasingly organizing exhibitions in their premises”

I am also alert to the evolution of the NFT market. The new generations are sensitive to it. This allows those who would never have pushed the door of a museum or gallery to take an interest in art. There is a form of democratization with this new medium.

You are one of the leading gallery owners specializing in aerospace. Can you explain this choice to us?

This has been a passion since childhood. I have always been interested in the solar system, stars and planets. Already at school I had my head in the stars with a dreamy side. One day I accidentally discovered that NASA photos were for sale. I bought one, then two, then three, then many more.

At that time, no one was interested in it and I was able to acquire a lot of what I liked. I met Buzz Aldrin in 2014 in London. I was like a kid meeting his favorite football player or rock star. He seemed intrigued by my background and impressed with my photo collection. When I showed him some of them, he looked at me in surprise and asked me how I got these pictures that he didn’t have himself.

In the years 2016-2017 there was an explosion in the space photography market: we moved from scientific and documentary photography to historical and aesthetic photography. With the first steps of man on the moon, mankind took a new turn. It is an unprecedented historical fact, the art market has corrected this flaw and prices have started to rise seriously. This trend is confirmed year after year with record sales such as that of Christie’s in November 2020. At the moment I am exhibiting the photos of Guillaume Cannat, Monsieur Astronomie du World. We stay in the same universe, but it’s space as seen from Earth.

I also have the opportunity to represent great photographers known in fields as diverse as environmental photography (Cássio Vasconcellos, Paul Nicklen, Mitch Dobrowner), nature photography (Kyriakos Kaziras), Urbex (Romain Veillon), La Street Photography (Éric Houdoyer, Cássio Vasconcellos ), fashion photography (Ormond Gigli, Jean-Daniel Lorieux, Douglas Kirkland) or even photographers working with the concept of time like Stephen Wilkes. And much more to discover in the gallery.

What are the criteria that explain the value of a photo?

The first is obvious: supply and demand! But there are other parameters such as the size of the work, its age, the quality of the print, the reputation of the artist, the quality of the artistic work and its originality.

Are your customers insiders or amateurs?

My clients are amateurs, insiders and people who want to be surrounded by beautiful things. Their projects are not the same according to their level of knowledge. It is my pleasure to share my passion with them when they come to the gallery, answer their questions and make them aware of art. Many are the first to push the door of a gallery and many come back regularly to see me during the exhibitions.

More information user manual : After spending fifteen years in the commercial space between London, Paris and Geneva, in 2008 Gad Edery decided to devote himself to his passion for art by opening a gallery entirely devoted to photography.

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