Presented by ArtCubed
With its aloof crowds, inhospitable rooms, and hard-to-understand objects, the art world can feel uninviting at times.
ArtCubed is aiming to change that. The new Los Angeles-based production company aims to create site-specific experiences that bring together contemporary art with other creative industries.
The first of those industries is food. For its inaugural outing, ArtCubed will launch ARTXFOOD, an immersive pop-up experience that combines contemporary art and contemporary cuisine. Located at Goya Studios, a 22,000-square-foot production studio and event space in Hollywood, the event will offer an intimate night of art and food to 56 people twice a night for six nights a week from May 11th to June 3rd—all within the confines of space in the shape of a custom-designed cuboid events space.
Why the cube?
“The art world was built on the theory of the white cube,” says Ariel Gordon, the founder and CEO of ArtCubed. “As a theory it’s fascinating, but in practice it has fostered a massive amount of elitism. It’s hard to penetrate, it’s inherently passive, and it requires you to walk the walk and talk the talk to have a place there. Our company’s name and logo are both an homage to the origins of that system and a refutation of it. In our logo, one of the walls of the cube is totally transparent; you’re meant to be able to see through it and enter it.”
The company has partnered with Los Angeles-based artist Greg Ito, who was given the reigns to design the all-important cube onsite and literally everything inside it. Ito has created 40-plus new paintings and sculptures that will serve as the décor of the dining room, as well as dozens of more utilitarian items that will complete the experience. Everything, from the chandeliers and chairs to the larger-than-life candle sticks, will be for sale. The majority of profits will go back to the artist.
Richard Blais, a renowned chef and restaurateur who first made his name on Top Chef, has developed a four-course menu inspired by Ito’s installation. Specifically, the chef identified visual symbols in the artists’ work, and created meals based on them. He will also pair specific wines with each art-inspired dish.
“The act of dining together, of breaking bread with another person, is incredibly intimate,” says Gordon. “The dialogues and relationships that are developed around the act of eating—that’s how communities are born. As an event, it’s an accessible concept. We’re aiming to bring the contemporary art world out of the ivory tower and make it feel approachable and inclusive. We want everyone to have a seat at the table.”
Tickets for the event are $189 for communal and private dining experiences. An “ArtCubed Plus” option is also offered at $235, and comes with perks from sponsors, a special beverage package, a small work by Ito, and a behind-the-scenes tour of the experience.
LA will be the home to additional ArtCubed events in the future. ARTXMUSIC, ARTXFILM, and ARTXAFTER DARK (an event exploring the intersection of art and night life) are already in the works for the City of Angels. After that, the company plans to bring its events to New York, Chicago, London, and Berlin.
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