Auronda Scalera @aurondascalera is an art curator, art consultant specialized in contemporary art and digital art that lives between London, Dubai and the Metaverse. She is one of the top 20 inspiring women to look out for in 2023 by The New York City Journal. This week, we spoke with Auronda about her work in contemporary and digital art, what advice to give to young collectors starting out, and her top artwork picks from AucArt.
Art collector and curator Auronda Scalera @aurondascalera spoke with AucArt about her work in contemporary and digital art, what advice to give to young collectors starting out, and her top artwork picks from AucArt.
How did you start collecting art?
There are several reasons. Firstly, I come from a family of collectors, so it was a natural path for me to follow in their footsteps. My family collects ancient art and contemporary design, which includes items like Mario Ceroli’s table “Rosa Dei Venti,” Enzo Mari’s chairs, Gaetano Pesce, Philippe Starck, Driade furniture, Picasso’s paintings, along with Greek and ancient Roman marbles, and Impressionist paintings. They missed contemporary art, so I thought that starting from there would offer a new and fresh perspective to understand the era we are living in. Additionally, my relatives are also connected with the most important Italian Impressionist painter, Giuseppe De Nittis, who had friendships with Vincent Van Gogh, Manet, Degas, Oscar Wilde, Zola, Dumas’s son, Princess Matilda Bonaparte, Gustave Dorè, Maupassant, Boldini, and many others. Consequently, I grew up surrounded by incredible adventurous stories about art and life from my Granma.
I derive immense satisfaction from discovering new artists and assisting them in their careers due to my profession. I work as an art curator and art consultant, and I have spent many years collaborating with esteemed institutions like the Venice Art Biennale, Paris Photo, Arles Festival, and Sotheby’s. I also gained valuable experience as a gallerist when I co-founded Visiva in Rome, which stands as Italy’s largest art gallery spanning 7,500.00 sq ft. Nevertheless, the primary motivation behind my art collection is to absorb the alchemy of art and the mystery of creation from artists.
Another reason that sets my collection apart is its nomadic nature. It travels with me. While living in Rome, I used to reside in Appia Antica, an ancient large villa with private catacombs where I displayed my collection. However, for over a decade now, extensive travel has been a part of my job. Consequently, I devised a solution: all the artworks I collect must fit into a suitcase, bag, or box, much like Marcel Duchamp’s famous “Box in a Valise,” which contains the sum of his artistic work. In spending years without a fixed address, living in various hotels, and travelling across the globe, I thought to adopt a format that would allow me to transport my collection easily whenever and wherever I wished. This way, I feel less alone when I have all my artwork with me during my travels, and I also relish the opportunity to show my friends my latest acquisitions, along with the new stories behind each piece of art.
Over the past year, I’ve ventured into collecting NFTs, and I’m enthusiastic about having a portion of my collection accessible on my phone. Jean-Paul Sartre once said, “If you are lonely when you are alone, you are in bad company.” With my artwork, I’m always in good company. Recently, I’ve been appointed as the Director of Infinity Art Museum and Curator of Art Dubai Digital, serving on the selection committee for the Maxxi Bulgari Prize for digital art, and curating the DecentralArt Pavilion during the Next Venice Art Biennale. Working with NFT artists allows me to make my art collection more ethereal and mobile, eliminating the need for a physical space to display all my pieces. They can now travel with me.
What were the first and the latest artworks you purchased?
The first artwork I acquired was Yoko Ono’s puzzle without a solution, “The Sky Puzzle Piece.” It truly fascinated me when I encountered it at the Art Biennale while I was studying at the university, and I was only 25 years old. The most recent addition to my collection is an NFT created by Marina Abramovic and Krista Kim.
What is your most treasured artwork?
I hold six rare pieces by John Giorno, which resulted from a unique collaboration with Agnes B, as my most treasured artworks.
What advice would you give to other collectors starting out?
Follow your instincts, enjoy the process, study a lot, and endeavour to envision what you desire for your collection in the future.
Do you collect thematically – if so, could you please share more?
While I do collect more works by female artists than male artists, my approach is primarily driven by my instincts. I possess an in-depth understanding of the international art markets, but when I collect, I do so solely for my personal enjoyment, with a focus on promoting emerging artists and new talents.
Could you tell us a bit about your work in the digital art sphere?
I have specialized in contemporary and digital art for nearly 20 years now. I believe that Digital Art represents the future and I think that in a couple of years, all artists are going to go digital, owning their personal Metaverse.
For me curating an exhibition doesn’t mean only curating an exhibition in a gallery or in a museum but bringing together new visions that can shape the world in a better way. It’s fundamental for me to use my voice and deep expertise to shape the world, to empower artists and female artists and to have an impact on art and culture through inclusivity, diversity, equality, and in my case, through new technologies. Therefore, last year, I attended the World Economic Forum as a discussant for 100 Women at Davos talking about art, culture and inclusivity. And this year the UK government invited me to The House of Lords as an expert to speak about art, culture, Web3 and Metaverse. Promoting the multiplicity of voices we are surrounded by is my key mission.
What was your favourite exhibition you’ve seen in the last year?
My favourite exhibition in the past year was a group show at Neuehouse during Frieze LA titled “Art and NFT: The Digital Roots.” One particular artwork that stood out was “I would rather be in a dark silence” by Ania Catherine and Dejha Ti, an artist duo called Operator, which was featured as part of the exhibition. This event also marked the release and the first public viewing of “Privacy Key 00,” unlocking access and experiences throughout their highly anticipated NFT collection.
What’s next on your horizon? Are there any upcoming projects we can look forward to?
I am currently working on several projects with my co-curator Alfredo Cramerotti for Art Dubai, this year’s edition boasts a stellar lineup of galleries. I am also involved in curating a project for the DecentralArt Pavilion during the Venice Art Bienniale, focusing on phygital artwork. Additionally, I have projects lined up for Basel Miami, COP28, and Davos 2024.
Follow your instincts, enjoy the process, study a lot, and endeavour to envision what you desire for your collection in the future.
Follow your instincts, enjoy the process, study a lot, and endeavour to envision what you desire for your collection in the future.
Artwork Picks from Auronda
Rebecca Sammon is a contemporary visual artist whose bold, poetic pieces pulse with vibrant immediacy. Often Rebecca’s works are inspired by abstracted elements of nature at play with human forms within imagined landscapes, moving from suggestions of mythical narrative into the more ambiguous, fluid space of uncertainty.Â
Ed Kelly is a visual artist, designer and musician. He makes artworks that are primarily wall based relief pieces, part painting, part sculpture. Kelly’s work typically involves designing and making hand painted assemblages and constructions that begin with a specific limited set of recurring motifs. The work draws on themes that include psychogeography, geological phenomena in the rural landscape, folk history, superstition and music making.