Digital transformation is taking place on all fronts, including the art scene. Taking advantage of today’s technologies, the Norwegian Cultural Center is branching out from European markets to Southeast Asia to promote the Norwegian culture and empower visual artists worldwide.
In August, NCC simultaneously staged Borderless, a hybrid art exhibition, in Manila, Philippines, and Oslo, Norway, in partnership with Verse Gallery, Scandinavia’s first permanent physical gallery for non-fungible token-supported digital art. NCC conceptualized Borderless to help artists exhibit their works without spending too many resources. With Borderless, NCC aims to alleviate the challenges, amplify the impact of the artworks, and make them accessible to everyone globally.
“We structured this event to empower artists. We understand their needs and the challenges they face in the current arts landscape, especially if they are an up-and-coming artist, which is difficult. You want people to believe and take a chance at you. That is what we are, and we take chances. We try our best to amplify what we see in them with our capabilities. It is all about them,” said Valerie Harley, brand and marketing director at NCC.
Prices of artworks range from ₱15,000 to ₱1.5 million, depending on the conversion.
At Borderless, LED monitors hanging on the walls showcase artworks from various artists. Each work of art has a QR code that can be scanned using a smartphone and lead to the NCC website. The site shows information about the artwork, the artist, and the price. The actual selling of the artwork happens on the site. While the site serves as a landing page, NCC does not handle logistics as it does not want third-party charges. Prices of artworks on the site range from ₱15,000 to ₱1.5 million, depending on the conversion.
“We are not just catering to NFT artists but also traditional and digital artists who may or may not be interested in diving into any place. For us, it is always like a two-way learning experience. We are a platform. We do not serve as a commercial space that makes sales or money, though it is a big bonus. It is about amplifying intercultural collaboration and further growth to advance the career of visual artists. We do not get commissions from artists, and 100% of sales go to them,” Harley added.
Aside from the Philippines, NCC has ongoing activities in Singapore and South Korea. “In Singapore, we have a great presence and conduct physical events like what we are doing in Manila. Norwegian business is strong in Singapore but lacks in the cultural aspect. The Norwegian embassy in Singapore, tech labs, and other Norwegian business associations in the country are working together to support initiatives like this,” she said.
Meanwhile, in South Korea, NCC serves as an agent to look for artists and provide a platform. Harley noted that South Korea is really into intercultural collaborations and has been conducting similar events like Borderless. “Currently, they are focusing on their NFT artists, and they have platforms. One of our partners in South Korea has hundreds of locations and is looking for NFT and visual artists who want to display their works,” she added.