Golden Shower Members Club - "Zeus, changing into a shower of gold, lay with Danae, and from this embrace Perseus was born."

ARTCOLLECTORNEWS: Please tell us a bit about yourselves and your background.

BeAdvisors Art Department is an independent art advisory firm, based in London and Milan, which offers comprehensive professional guidance on the international art markets.

With more than a decade of experience in the art world, we provide bespoke advice and support to collectors, art enthusiasts, galleries, institutions and businesses working in or seeking access to the art world.

At BeAdvisors we believe that the art market needs a more sophisticated and engaging approach to art advising, highlighting the experiential qualities of art and not just their value as objects. We are keen on smoothing the dynamics of the contemporary art market, providing our clients with innovative and collaborative alternative models.

We present a strongly passionate and solid advisory model with a key focus on promoting emerging artists through different exhibition formats with an international perspective: we currently run the program of two exhibition venues in London and Milan and curate exhibitions and special art events in various other locations.  Our mission is to create the perfect environment to bring art closer to diverse audiences. 

Our strength and passion are linked to our experience in the art system and our background as collectors, curators and art consultants. 

ARTCOLLECTORNEWS: Please tell us a bit about your latest venture in London, Golden Shower Members Club.

On Saturday, May 20th  at 9 French Place, we are presenting the second episode of the exhibition format and Members Club “Golden Shower”. 

Golden Shower is a Members’ Club for collectors and art lovers and an exhibition format that showcases, promotes and supports non-represented emerging artists carefully selected by BeAdvisors Art Department among the most promising talents in London and internationally. Golden Shower’s exhibition opens with a champagne breakfast (the ones in London) or aperitivo (the ones in Milan) reserved for members only and the press. The events are a sort of blind date with  the artist, as their names remain undisclosed until the opening day.

Consistent with BeAdvisors Art Department’s philosophy, Golden Shower creates innovative experiences that engage the network of collectors and encourage a new and more committed community of art lovers. That’s why Golden Shower takes the form of a Members’ Club and offers a new view on the relationship with the artist and with the exhibition. 

Our aim is to provide visibility to young non-represented artists, promote their practice, and create innovative experiences that engage a network of collectors and encourage a new, stronger, and more committed community of art lovers.

ARTCOLLECTORNEWS: Where is the members club located?

Golden Shower, is mainly hosted at 9 French Place, BeAdvisors venue in Shoreditch, where the project was launched in March. The project name and concept are strictly connected with this space: a Victorian warehouse on three floors with a terrace on the rooftop. The third floor is particularly fascinating and appealing: a room with golden walls and a French bathtub, a decor and design object that has become a symbol for the space itself and our project. 

‍

‍

From June 2023, Golden Shower is going to be presented also in Italy, at BeAdvisors Milan venue “Villa Cramer” (via Fatebene fratelli 5 Milan), in the heart of Brera Art district. The venue is a hidden jewel from the  XVIII Century. The exhibition space is located on the noble floor of the building, which boasts frescos, stucco, and period granite floors. On Thursday, June the 7th from 6 pm to 10 pm BeAdvisors is opening the third episode of Golden Shower, with a special Champagne Aperitivo. 

Moreover, in the future BeAdvisors aims to collaborate with other international projects and venues. We aim to connect different places, characterised by peculiar cultural and artistic environments and market systems, in a more fluid and inspirational atmosphere

We believe that non-conventional exhibition spaces give a great opportunity in terms of experimenting with newforms of interaction between the space and the artists’ practice. The white-cube or art fair dynamics do not offer those possibilities and that is why we are always looking to create new connections and collaborations.

‍

ARTCOLLECTORNEWS: Golden Shower, is an intriguing name, can you tell us about how it came about, and the significance of the name?

Golden Shower takes inspiration from the golden room on the third floor of 9 French Place: each event of Golden Shower takes place there as a Champagne Breakfast, which is the kick-off event of every show.

‍

‍

Golden Shower also inevitably plays on the sexual connotation and the mythological references deeply rooted in the Western culture about the personification of beauty over the centuries, starting from the myth of Zeus, who transformed himself into golden rain to lie with Danae. 

The title Golden Shower is then a metaphor for the artist who exchanges the beauty of their works for money, an irreverent way to present a new exhibition project that takes on all the cultural stratification, both courtly and prosaic, to produce value from passion.

We opted for this ambiguous and winky name also to dialogue more strictly with the area of London in which the exhibition venue is: the fancy and trendy atmosphere of the Shoreditch neighbourhood, converting the original semantical and sexual aspect of Golden Shower to a sincerer passion for contemporary art and its newest researcher.

‍

‍

ARTCOLLECTORNEWS:  I know you have a great gallery program, championing emerging artists alongside a long-running art advisory. Can you tell us a bit about the gallery program and advisory?

Among our services, we curate exhibitions, residency programs and special art events in various venues and unconventional locations. We have been actively working with institutions, private and corporate clients, galleries, art fairs, and project spaces: our mission is to create a perfect background to bring art closer to diverse audiences and engage a new, stronger and more committed community of art lovers. Most importantly, we aim to support young emerging talents in London and worldwide in their careers and put their research under the limelight.

Alongside Golden Shower, we are currently running other exhibition projects in our London-based venue 9 French Place titled Look Mum No Hands and Preview. 

‍Look Mum No Hands explores in 3 episodes the various approaches and visual languages of the London art scene. The project suggests a continuously changing panorama, going deeper into the diverse approaches to art production, from painting to sculpture, from video to performance, showcasing emerging artists based in London.

On the other hand Preview is a hybrid exhibition aimed at inviting international galleries to showcase artists' works at an early stage of their career in an unconventional space and across different locations from their traditional venues. The invited galleries have the opportunity to connect, collaborate and share innovative perspectives and new approaches. The format also aims to give an alternative narrative to the consolidated gallery exhibition dynamics and the fair model, both in terms of time and space, and to provide visibility and support the artistic path of emerging artists, developing a new form of cultural exchange on an international scale. Preview can be shaped like a gallery combo project, in which all the galleries are invited to share the exhibition space and decide together the curatorial theme of the exhibition. We have managed to have 12 editions of the project so far, involving around 20 international galleries and more than 50 artists.

‍

‍

ARTCOLLECTORNEWS: What inspired you to start the members club?

Mauro Mattei, the founder and CEO of BeAdvisors Art Department, is a collector himself and founded 5 years ago MMAT - Mauro Mattei Art Trust, a not for profit organization with an active philanthropic role. Ever since he started collecting, Mauro has always been aware of the immense value of having other fellow collectors and friends at his side with whom he could compare notes, with whom he could share opinions, doubts and experiences and above all the joy of a new acquisition. 

Golden Shower was born from the idea of creating a community of collectors and art lovers who could support each other. We want Golden Shower to be a platform for meeting and exchange, for dialogue and insight. A welcoming space where people can meet and feel involved. 

This is also the reason why the mentoring aspect is fundamental to the rules we have devised. We hope that Golden Shower can also be an invitation for young collectors (and not only in terms of age) to invest in art, perhaps inspired and advised by more experienced collectors. 

‍

ARTCOLLECTORNEWS:  What is the goal of the Golden Shower Members Club? 

Our purpose is to provide visibility to young non-represented artists, promote their practice, and create innovative experiences that engage a network of collectors and encourage a new, stronger and more committed community of art lovers.

We aim to create a new positively committed community of art lovers willing to share their passion and values. We want this Members’ Club to foster a very friendly and convivial environment that also considers collectors' crucial role in the art ecosystem and its impact on new generations of artists.

ARTCOLLECTORNEWS: Who was featured in the first edition of the Golden Shower Members Club feature?

The Golden Shower's first show, which opened on 11th March, was Island by Haoqi Xiong, a Chinese-born and London-based artist currently attending the MA program in painting at RCA. The main subject of his research is the Western mythological narrative, which is seen from the outsider perspective of someone who didn’t grow up in it: Hoaqi Xiong reinterprets symbols and images of the Western culture through the act of painting itself, depicting his own understanding of reality and subjective feedback. Stripping and re-organising images also become a process of gazing back at that particular background, and the artist's pictorial style is constantly reinvented.

‍

By juxtaposing different subjects, stories and eras, the artist stimulates our critical attitude in a kind of treasure hunt, weaving through different visual models ranging from Renaissance and Neoclassical culture to the Western production of the Twentieth century, and its cinema references and the fashion magazines and tv advertisements imaginaries.

‍

ARTCOLLECTORNEWS: What can we expect from upcoming events at Golden Shower Members Club?

We are currently launching the second and the third episodes of the format. 

The second episode is kicking-off on Saturday, May 20th at 9 French Place in London. The Members’ Champagne Breakfast from 10 am to 2 pm will be followed by a public opening from 5 pm to 8 pm. The show is going to be open from the 21st of May to the 4th of June by appointment only. During the London Gallery Weekend on Saturday the 3rd and Sunday the 4th of June will be visible from 10 am to 7 pm and we are hosting a special closing event on the evening of the 3rd. 

The third episode is opening in Italy at Villa Cramer’s exhibition space in Milan from Wednesday, June 7th to Saturday, June 24th. The private event reserved to members is going to be a Champagne Aperitivo from 6 pm to 10 pm. 

Of course we can’t reveal the name of the artists exhibited: you have to follow us to discover them!

ARTCOLLECTORNEWS:  Please tell us a bit about how Golden Shower Members Club works?

The format has very specific and peculiar dynamics. It’s a blind date with the artist as the artists’ names remain undisclosed until the opening day. The private view of the show is organised in the form of a Champagne Breakfast taking place on Saturday from 10 am to 2 pm and is reserved for Golden Shower’s Members. The artworks are offered on a first-to-confirm/first-to-acquire basis. From 2 pm on the opening day, the general public is admitted to the show and by appointment for the duration of the exhibition.

Initial membership is complimentary and is offered to a restricted group of 100 selected collectors. Each Member is entitled to sponsor an unlimited amount of Members and promote the club with other art lovers. Collectors willing to become Members can send their application within formation about their collection to goldenshower@beadvisors-art.co.uk. Every application is subject to BeAdvisors Art Department’s approval. If the collectors willing to become Members have been sponsored by someone they should send also the details of the sponsoring Member. As memberships are limited, priority on the application will be given to collectors introduced by a sponsoring Member. Membership is also complimentary after the acquisition of 3 artworks from Golden Shower shows. Artworks in Golden Shower shows are offered on a first-to-confirm/first-to-acquire basis. Members have a First Choice Righton the artworks included in the exhibition. Members who cannot attend in person are able to digitally access the show’s preview on the members’ private page on BeAdvisors’ website by scanning the QR code on the membership card from 12pm on the same day. Resale of an artwork acquired within 2 years is prohibited and will result in the immediate cancellation of the membership.  Golden Shower requires its Members to be actively engaged in supporting artists and fellow Members. Memberships are reviewed yearly on the basis of active participation in the Golden Shower events and in the creation of our community.

ARTCOLLECTORNEWS:  How do you select the artists? 

The selection of the artists follows a long path of investigation, information, and conversations. Our choices are the result of constant research, supported by assiduous studio visits and direct contact with young artists. Fundamental for us is the dialogue with other professionals in the field, such as collectors, curators, gallery owners, and advisors. 

We primarily aim to promote and support young emerging international artists. The focus is mainly on artists born in the 80s and the 90s: what really passionate us is being able to follow the evolution of an artist both in terms of practice and of institutional and market relevance. 

ARTCOLLECTORNEWS: How can one become a member at Golden Shower Members Club?

The Members’ Club is for collectors and art lovers who want to share their common passion and support each other and the young artists presented by BeAdvisors.  Initial membership is complimentary and is offered to a restricted group of 100 selected collectors. Each Member is entitled to sponsor an unlimited amount of Members and promote the club with other parts and realities. Collectors willing to become Members can send their application with information about their collection to goldenshower@beadvisors-art.co.uk. Every application is subject to BeAdvisors Art Department’s approval. If the collectors willing to become Members have been sponsored by someone they should send also the details of the sponsoring Member.

As memberships are limited, priority on the application will be given to collectors introduced by a sponsoring Member.

Membership is also complimentary after the acquisition of 3 artworks from Golden Shower shows. Artworks in Golden Shower shows are offered on a first-to-confirm/first-to-acquire basis. 

‍

ARTCOLLECTORNEWS: What is expected of participating Members at Golden Shower?

What is expected from our members is an active commitment and participation in the club and its activities. We expect them to make a significant contribution to the careers of the young artists presented, even if only through advice or by spreading the word. Another key factor for us is sharing with other collectors and mentoring new ones. 

ARTCOLLECTORNEWS: What are the advantages or perks of being a member of Golden Shower?

The benefits for members are to be part of an international, inclusive, and proactive community of collectors and art lovers. Our first key benefit is creating opportunities for intellectual and friendly encounters and exchanges. We want to create an inclusive and proactive community:  joining Golden Shower means being prepared to discover new artists and also means getting to know them first-hand and talking to them during the opening event, which is therefore reserved for a restricted group of people. 

The possibility of purchasing via Golden Shower is smooth and inclusive, as it is based on a first come first served logic. 

Moreover, members have the opportunity to actively engage in the promotion of artists at the beginning of their careers and to support young collectors just entering the system. 

And of course, let's not forget the champagne. 

ARTCOLLECTORNEWS: What advantages and insight can or do you provide collectors?

Combining wide-ranging expertise in the tax, legal and financial aspects of art ownership with a deep understanding of the parameters and possibilities of the international art market, we pride ourselves in offering a new and holistic approach to art advisory services.

‍

ARTCOLLECTORNEWS: What advice would you give to someone who is just starting their art collection?

Our advice for young collectors would be to do a lot of research, to go to all the international art fairs they can and read all the art magazines they can find. To not be alone in their activity: our advice is to be friends with other collectors and share their thoughts.

Trust your guts and more importantly trust your art advisors!

ARTCOLLECTORNEWS: What advice or message would you like to share with collectors in general?

The role of the collector is crucial for the delicate art ecosystem, and every collector should consider the importance and  the responsibility of their philanthropic role and their impact on artists and galleries supporting them. 

ARTCOLLECTORNEWS: Please tell us if there are any other important factors about your program(s) or anything else you feel that we may have missed. As well as any other thoughts you wish to share.

We have a particular interest in the hospitality industry and have worked in creating art collections and agendas for international hotels and luxury brands in the field.

BeAdvisors provides a wide range of corporate art services: from educational services to guided tours of art fairs. Collector programmes and Art Tours are arranged in the most relevant art cities, starting from London and Milan, where we are based, and during major global art fairs.

‍