"Approximately Blue operates with a couple of laptops, a bare-bones website, and no physical address, focusing instead on extensive research that benefits collectors directly."
"AB maintains that prints and multiples are significant in their own right, showcasing artistic rigor and expression, challenging the traditional view of artistic hierarchy."
"The comparative opacity of AB and its disregard for traditional signs of success have resulted in a true prioritization of relationships with collectors."
Approximately Blue operates as a brokerage and consultancy for fine art prints, emphasizing anonymity and extensive research over traditional marketing strategies. Founded by François-Luc Giraldeau and Emily Johnson, the organization maintains a lean operation with minimal online presence. They focus on the significance of prints and multiples, challenging mainstream artistic hierarchies. Their approach fosters strong relationships with collectors, leading to successful representation of notable artists like Ed Ruscha and Sam Gilliam within their first year, demonstrating the effectiveness of their unconventional model.
Read at Artnet News
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