LuxeBook December 2020

get a three-dimensional sense of the work. If someone is unsure how the work will look in their home, we ask them to send us a photograph of their space. We then digitally render that piece of art in the photographed space for a client to get a better idea,” says the gallerist who manages VAG with her sister-in-law Roshni. Parul Vadehra’s father-in-law Arun Vadehra started the gallery in 1987. The gallery’s roster has works of modern masters like MF Husain, Ram Kumar, SH Raza, Tyeb Mehta and Akbar Padamsee, Arpita Singh, A Ramachandran, Gulammohammed Sheikh, Paramjit Singh, Ganesh Pyne, Jogen Chowdhury and Mrinalini Mukherjee and even the biggest contemporary names like Shilpa Gupta, Jagannath Panda, NS Harsha, Anju and Atul Dodiya and Nalini Malani. Power of collaboration In April 2020, the Vadehras got together with 9 other galleries from India and Dubai to launch In Touch, an online platform, to host curated exhibitions for people locked in their homes. The first edition was jointly hosted by Chemould Prescott Road, Experimenter, Gallery Espace, Galleryske, Green Art Gallery, Grey Noise, Nature Morte, Photoink,The Third Line and Vadehra Art Gallery. The fifth edition, with a few galleries plus and minus, started on December 15. “We have been able to widen the audience reach for contemporary art through online engagement and collaborate with others in the art world in innovative ways,” says Vadehra. The virtual viewing space was well received. Consumers appreciated a common The gallery’s roster has works of modern masters like MF Husain, Ram Kumar, SH Raza, Tyeb Mehta and Akbar Padamsee, Arpita Singh, A Ramachandran, Gulammohammed Sheikh, Paramjit Singh, Ganesh Pyne, Jogen Chowdhury and Mrinalini Mukherjee... Parul Vadehra Director, Vadehra Art Gallery platform for viewing art presented by different galleries, which also translated into sales. In Vadehra’s words, “VAG did quite well”. Going forward, the galleries behind In Touch will keep the platform alive.“The galleries have worked really well together. I think it works both ways. Every gallery will have their own programme, but a platform like this is very beneficial in challenging times like these. We were desperately trying to reach out to as many people as possible. Collating groups of viewers helps everybody. It creates a buzz in the market. When 10 different galleries are sending out information about a particular thing, one tends to notice,” Vadehra explains. 24| L U X E B O O K | D E C E MB E R 2 0 2 0 D E C E MB E R 2 0 2 0 | L U X E B O O K | 25