Unit London is pleased to present Paintguide, an innovative collaborative exhibition of new works by 60 international artists working primarily with the medium of paint, as featured on the hugely successful Instagram account @Paintguide.
Presenting a physical realisation of Henrik Uldalen’s @Paintguide Instagram feed which has been meticulously curated over the past year to promote the work of emerging international artists, the exhibition explores Instagram’s growing role within the art market, and more broadly the impact of social media in the democratisation of art. The digital era is changing the way in which individuals, artists and collectors engage with visual art; Paintguide will encourage viewers to reflect on how they interact with artworks through the modern phenomenon of Instagram. Paintguide will further underscore Instagram’s role in facilitating relationships between artists and collectors, but will ultimately underline the continued importance of viewing works in a gallery setting.
Founded in 2013, Unit London has been phenomenally successful in building a strong following through its strategic use of social media and currently boasts over 51,000 followers across its digital platforms. As Instagram has been fundamental to the development of Unit London, Co-Founders Joe Kennedy and Jonny Burt believe the Paintguide exhibition to be the perfect progression of the gallery brand, illustrating the growing role of social media in developing relationships between a new generation of artists, collectors and gallerists.
Joe Kennedy and Jonny Burt comment: “we are thrilled to be hosting Paintguide at Unit London. As a physical realisation of a social media feed, the exhibition illustrates the convergence of digital and analogue mediums within the art world. Paintguide has built an engaged community of artists, enthusiasts and collectors alike, and in an industry that has a reputation of being both secretive and exclusionary, uses social media as a means of increasing transparency and accessibility within the art world, which is a goal that we as a gallery share.”