**The Ode To**

The Ode To is an online gallery where each artwork is carefully selected from the best contemporary artists out there. Based in Sweden, The Ode To was founded 2018 by friends Helena Carlberg and Anna Lukins who are passionate collectors of aesthetically pleasing things, sharing an obsession for art and interior.
They started The Ode To because they got tired of their cheap old posters but found art galleries to be intimidating and expensive. So, they ended up spending a lot of time looking for those special pieces in the most peculiar places. This life-long rummaging (as well as their careers in the fashion industry) has really taught them to spot those true treasures, which is reflected in their online gallery.

INTERVIEW WITH THE ODE TO AND TY BISHOP

TB: Can you share a little about yourselves and how you came into the contemporary art world?

We started as friends with a shared art interest and a love for going to flea markets, concept stores and artist studios to find artworks for ourselves that felt special and to be honest, that we could afford. Then at one point in our lives we were both moving between countries (Helena back home to Stockholm from NYC and Anna from Stockholm to Germany and later Amsterdam), which made us feel brave and uprooted in a good way, so we figured we’d could make a career out of this love for finding great art. Our previous careers were in fashion (Helena was part of founding & Other Stories) and creative management (Anna worked as a photography agent), so we felt confident that we could marry creativity and business.

TB: Congrats on your recent launch in the US! The Ode To might be new to the US, but has been around for years. Can you tell us a little about what you do?

Thanks, it’s a little sooner than expected, but we’ve been getting so many requests and since the US has a special place in our hearts, we didn’t want to wait any longer.

We source the best emerging artists and thoughtfully hand-pick a wide selection of handmade and affordable artworks. It’s all available online, so there’s none of the awkwardness of an intimidating art gallery, it’s more like a shoppable Instagram filled with beautiful art.

TB: It can be intimidating buying art online, especially if you are new to collecting. How is the platform easing some fears that collectors may have?

We create lots of content and make sure that each artwork is described through both words and images. We even photograph the artworks together with fruit to give a size reference. Each artwork has its own story, and we really believe that people buy something more than a thing, so we make sure to share the inspiration behind the artwork and the portrait of the artist who made it.

TB: There has been a lot of focus on selling online in the last several years. How do your unique backgrounds shape your approach?

This comes very natural for us. We’ve been working with ecom for years from our previous jobs in fashion and we’ve always been getting our inspiration online for most things we do. So, we simply take the best parts and gracefully adapt the art scene to digital. We don’t really see The Ode To as competitors to established art galleries, we consider ourselves to add something new and more effortless instead. Most people are used to online shopping these days, so why not add art to that?

TB: Do you do the photography yourselves? If so, what is your studio space like?

We create all the images ourselves and work together with a few photographers to take the pictures. Our current studio/office is tiny and a complete mess behind the camera, so we’re extremely proud of the images and the tone that we’re still able to create for The Ode To. Early next year we’ll move into a new showroom which was built in early 1900s and has most of the original features still there. High stucco ceilings, arched windows and handmade kitchen tiles.

TB: What kind of art do you sell? Are there any particular The Ode To artists we should be looking out for?

We curate handmade and unique artworks, so most of artworks are one offs. We have everything from ceramic sculptures to oil paintings on canvas. We’re always curious to add new styles and mediums, so by now we have an eclectic mix of artworks ranging from Scandinavian minimalism to colorful maximalism.

Some noteworthy artists are Fanny Ollas that make sculptural vases filled with emotions, Caia Leifsdotter’s Psychedelic Mirrors that is made like a wavy mirror and Sofia Tufvasson’s timeless and graphic ceramic sculptures.

TB: You have worked with artists from all over the world. What advice would you give an artist who is looking to join a gallery or platform like The Ode To?

Make sure to try different things so that you find your unique voice and esthetics. Also make sure to document your work and create a portfolio that truly represents your artistry. Different art galleries and platforms are looking for different things, so keep evolving and sharing your artistry and the likelihood of someone picking it up will be greater. Instagram can be a blessing and a curse, but it really is a great way to get your art out into the world.

Shop The ODE TO Art

The Ode To Launches in the US