Do not sell Gaudí: be Gaudí!

Matthew Liu is a gallerist who has become interested in exporting Catalan art to China, following his decision to leave the banking world.

He is a young man with a deeply personal vision of art, without wanting to please everyone, emphasizing his mark as a subject who observes, buys, sells, and disseminates.

In his discourse, a resounding complaint about how we treat artists here. But also a forceful reflection on the immense talent we can harness, if we stop selling brands and dedicate ourselves to creating art.

--- What are you doing in Barcelona?

--- Visiting my artists.

--- Your artists?

--- I hadn't seen them for three years; in fact, I hadn't yet returned to their studios or spoken with them in person. I needed to see them. They are represented by several galleries, but if I say "my" it's because I am the only one who brings them to China.

--- How did all this start?

--- Through Lluís Lluch, a representative of Catalan artists in China. Until then, I came as a tourist; I had come about four or five times, but connecting with Lluís allowed me to see the city with different eyes: with those of the art sector. Before, I was just a banker.

--- A banker who now dedicates himself to art?

--- In 2013, I opened my first gallery and left the bank. And in 2014, I moved to Shanghai. In fact, I had always wanted to be involved in the art world, although my first contact came through money: within the bank, I was a dealer, someone who transacted money for art, through its foundation. And one day I saw that perhaps it was better to dedicate myself to art full-time.

--- And from here to New York.

--- Exactly. I was considering whether to open in New York, since the interest was in Western art, but I think that's precisely why I chose Shanghai: in New York, they already have contemporary art galleries.

"Until then, I came as a tourist to Barcelona, but I started to see the city with different eyes: with those of the art sector"

--- Chinese art has a lot of character, a lot of personality, which means tradition leaves a strong mark. I believe contemporary art is, in essence, Western: Chinese art is more figurative than abstract, for example, and I must say that we also exhibit it in our galleries. Now I would say that we exhibit a 50% sample of Eastern art and 50% of Western contemporary art in our galleries.

--- And you have delegations in Paris, London, and Barcelona.

--- Yes.

--- But not in New York.

--- Exactly.

--- Why these cities, then?

--- Artists are undervalued by their own market. They don't find space in their city, they are not sufficiently valued, and they are poorly promoted. Surely, this way they won't reach, nor can they even consider reaching, the Asian market. This is, then, our task: to bring Western artists closer to the East.

--- Is it that hard?

--- Too hard. I've known about twenty from here well, but if they stay here, they will suffer too much. The same goes for Barcelona galleries, which have real problems finding art buyers. Catalans don't buy art.

--- That's been said for a long time. But if we are a tourist city, shouldn't visitors…?

--- Mistake. Tourists don't buy either. They buy souvenirs. However, Shanghai is a true center for collectors.

--- And the name Barcelona helps you sell, I understand?

--- No.

"Artists don't find space in their own city and are not sufficiently valued. Surely, this way they won't reach, nor can they even consider reaching, the Asian market"

--- What creates an interesting brand is not Barcelona, ​​but its art. Its talent, its creativity. First comes the artist, then comes the interest in Barcelona. It is already like that when we talk about Dalí, or Gaudí. You can often think about your brand, but the true brand is the talent you have.

--- And does this happen in more cities?

--- The same thing happens a bit to Paris, that the artists there are more recognized in the United States or England. What I must say is that the new generations are rising very strongly, they have contemporized with the challenge.

--- What do you mean?

--- Don't sell Gaudí. Be Gaudí.

--- I understand.

--- Now we are judging what was done fifty years ago, and therefore what falls to artists now is to push forward. Apply yourself, and do it!

--- What do the Catalan artists you promote in China have in common?

--- They feed a lot on aesthetics. All of them (Riera i Aragó, Santi Moix, Eduardo Arranz-Bravo, Alberto Peral, Miquel Gelabert, Agustí Puig….) are very different from each other, but visibly influenced by Catalan culture: myths, stories, fauna, land, food, colors… for example, I see a predominance of the color orange.

--- Orange?

--- It's a trait I've noticed, simply. It appears often. And that aesthetic sensibility I'm talking about, you have it right here, it doesn't happen anywhere else.

--- There are many cities in the Mediterranean.

--- Not like Barcelona. Look for it, Barcelona has grown as if it were the capital of the Mediterranean and the artists I exhibit have grown with it. The evolution of their art with that of the city and culture is clearly visible.

"Barcelona has grown as if it were the capital of the Mediterranean and the artists I exhibit have grown with it"

--- A contemporary art fair or festival would be needed in Barcelona. If Art Basel worked in Miami, imagine in Barcelona: you have a city that people want to visit even in winter!

---Are you suggesting setting up a Basel Barcelona?

--- I'm afraid it's too late for that. Paris has already taken your spot. Do something of your own, make your version of a contemporary art festival or fair. You have everything for it to work. And, more than what you have, I repeat: look at what you are.