7 days ago
The Art Factory: Armenia's Answer to Andy Warhol
Given the fact that Lenzi is Italian in upbringing and heritage, I was curious what he makes of Yerevan and its art scene, which is little-known outside of Armenia: 'It's dynamic and it offers everything from underground modern art to historic monuments, blending classical and contemporary influences.' Lenzi continues: 'The National Gallery and independent galleries provide platforms for a wide range of artists, including those previously underrepresented. The influx of international artists is enriching local dialogue and there are many workshops and exhibits that promote cross-cultural exchange.' As curator Choghakate Kazarian recently explained in another Artspeak column however, local art professionals sometimes ignore global trends or pay scant attention to accepted curatorial standards, though this too is changing as Armenia progresses. The Hovnanians concur: 'The scene could benefit from enhanced educational and licensing programs to bring certain aspects up to international standards.'
To understand the uphill battle that YBAF and other leading arts organizations face, one must first reckon with the dearth of serious collectors in Armenia. As Lenzi explains: 'It's difficult to pinpoint exactly, but I'd say that there are probably a dozen or so serious art buyers in Armenia, though there are probably many more, less visible ones. The latter include a mix of locals, tourists, diasporans, and some foreign buyers, mainly Russians.' All told, that's not a whole lot of people, and according to Lenzi they operate in somewhat piecemeal fashion: 'The lack of an established, formal collectors' community, as seen in other countries, makes it challenging to engage with these individuals on a broader scale. It also makes outreach and market growth more complex.'
But the brother and sister duo share a vision with other art workers and established curators such as Tamar Hovsepian, who all have in mind the creation of a world art market in Armenia. They hope to build on collectors such as the late Gerard Cafesjian who established the splendid Cafesjian Museum at the centrally located Cascade Monument in central Yerevan, and Aso Tavitian who recently bequeathed a priceless collection to the Clark Art Institute in Massachusetts. The art market in Armenia proper has historically been seen as more of a cultural and expressive outlet that reflects the country's eternal themes of resilience and survival. The entire idea of art as a commodity is only now beginning to infiltrate the mindset of both artists and buyers. When asked what can be done to develop the art market, Lenzi is clearheaded: 'Developing art sales platforms, organizing local auctions, and fostering a collectors' network to facilitate connections between artists and buyers—these things would all be beneficial. Additionally, educational programs about the art business could help artists and galleries build sustainable financial models and lay the groundwork for a more vibrant market in Armenia.'
As someone born in Italy, Lenzi appreciates the opportunity to work in Armenia developing its post-Soviet cultural and art scene: 'Working in Yerevan's art scene is a rewarding experience, especially as we try to bring together local and international artists.' Nina Hovnanian is quick to add: 'Residencies, exhibitions, workshops, and events such as the Yerevan Biennale are key to this culture; Yerevan can establish itself as a hub for global artistic dialogue and continue to grow its art market and cultural footprint.' The Hovnanians envision the next Yerevan Biennale to take place in 2026 and are already hard at work raising funds to make it an international success. Supporting the upcoming Yerevan Biennales should be in the interest of all art lovers, as well as those with the foresight to realize that culture is the ultimate weapon in today's ongoing cultural conflicts.
Art is many things. It presents unique aesthetic experiences and translates the human experience like nothing else, save perhaps writing. Art also provides an important way of affirming one's cultural relevance, and in Armenia's case, its millennial presence in the South Caucasus. Rome wasn't built in a day, but as locals are quick to remind you, Yerevan just celebrated its 2806th anniversary, making it technically older than the Italian capital. So, friends, Romans and countrymen lend me your ears: the Hovnanians and their team at Yerevan's Art Factory intend to help turn Yerevan into a cultural beacon. It's already a vibrant hub where you can relax, take in some art or as Andy Warhol would have touted, become famous for 15 minutes.
