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WALL ENHANCERS: If real estate is emerging, can art for interior decoration be far behind?

If what S.R. Magar, Managing Director, Magnitude Gallery, says is any indication, then the trend is definitely there for all to see. He says that some builders want to have a tie-up with his company in order to cater to their clients.

The company, which is five years old, aims to make art affordable for all, including the middle-class. “We sell in the Rs. 30,000-35,000 range, enabling change of the piece of work after some years, if possible,” says Magar. “Our aim is to refresh the ambience.”

But there are paintings or murals available for even Rs.1 lakh here. Clients with independent homes usually opt for murals in the 8 x 4 ft dimension in that price range. Those who live in villa-type residential units usually opt for paintings that are unique and suit their interiors.

“There is an economy series too, which is preferred by middle-income customers, and they usually come in 1.5 x 2 ft or 1x 1 ft or 2 x 2 ft sizes,” says Magar. For exterior purposes in residential units, those created on imported ingredients with fibre are available, he adds.

Apart from what is available in the gallery, customers can also get their piece of art work customised according to their likes and preferences. “We sit with the clients, talk to them, understand their needs, and depending on their specifications, create original thumbnails. After showing it to them and fine-tuning, we go in for the final product,” says Magar. Right from framing, the art piece is customised. Framing depends on the budget.

Since no reprint or reproduction is available, customers can be rest assured that “they have a unique piece” on display at home, adds Magar. “We charge a nominal fee as ‘token advance’ which will be adjusted with the final charges. I don’t assure clients on the investment mode/aspect,” he clarifies.

And maintenance is easy too. “Even if you clean the painting with a damp cloth, nothing happens because acrylic and other materials are imported.” The art pieces are available on different media — acrylic on canvas, wood on canvas, oil on canvas and mixed media (granite and wood).

The gallery was started a year ago, before which the company was soft-selling its pieces of work. The theme at the gallery is changed every 45 days. “We create unique themes, with about 25-30 piece per theme,” says Magar. There is a stock of about 500 pieces now. There are a total of 10 artistes — “no freelancers with us,” he says — who work in the studio full time. “We take care of their needs and accommodation. Pay depends on their experience and expertise.”

There is full-fledged selection and training process for artistes wherein the company advertises and calls them for selection. The artistes who have come from Rajasthan, Bengal, Gulbarga and Davanagere work on different topics on different media for one day with us, adds Magar.

Apart from catering to independent clients, Magnitude Gallery also has corporate clients and exports to the U.S. and Europe. The company has corporate orders, selling at least 10 pieces a month.

The gifting season sees sales of 25 pieces every month. New Year is the boom time with IT companies loading their foreign guests/clients with theme-based gifts.

The company did the interior work for Hotel Nandana Grand in Bangalore, doing up 45 rooms with a single theme — Karnataka’s tourist attractions in 2 x 4 ft sepia tone paintings. “It took three months to execute the order,” says Magar with pride.

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