Abstract artist Sophie Tea has recently opened this gallery and store in the heart of Carnaby Street, London. After completing a business degree Sophie began traveling and it was then in India that she began painting murals in hostels in return for a free place to stay. Sophie used the power of social media to break into the industry and build her name, which is seen throughout the gallery. Her new gallery in Carnaby compliments Carnaby streets bright and thearitcial nature. The work featured includes her Nude originals collections and Hearts collection consisting of a consistent pink and pale blue hue colour palette; pink being the trademark colour of Sophie Tea's branding.
The Carnaby gallery successfully creates an interactive atmosphere allowing the visitors to engage within the artwork. Links to social media throughout the gallery successfully influences Sophie's digital social media marketing in order to grow her audience. References to the artists social medias and photo opitunities engages an younger audience as well. The interactive spaces within the gallery such as an Sophie Tea trademarked 'Pac Tea' arcade game inspired by the famous traditional arcade game ,'Pac Man', allows visitors to receive an unique experience. A compliment mirror in which visitors can write inspiration messages and compliments etc also promotes Sophie's current collections. The Nude collection infers themes of body confidence and empowers women bodies instead of sexualises them which is an important message through out, seen within the compliment mirror allowing women to feel celebrated and appreciated within the gallery further promoting the work. Other display features within the gallery successful keeps to Sophie's trade mark branding while doesn't distract from the work. The modern and trendy interior includes pale pink faux fur walls, a holographic till point/desk area, a bright pink inflatable setting area, pink compliment flooring plus many more interactive areas such as a pink vending machine and photo booth.
The artwork it's self compliments each other and clearly promotes positive messages. Reoccuring colour palettes on prodominantly white canvas ensures harmony within the collections. The Heart collection however also includes a variety of different presentations and compositions despite the subject matter of the heart staying the same. For example, Sophie includes some larger singular hearts presented central on the canvas which clearly links to the central compositions of the Nudes. Sophie also includes a variety of regular patterns consiting of equal intervals between each heart. This is more effective in a smaller area as it allows more of the space to be filled while not being too busy. The mirrored background instead of canvas is also successful as not only does it give the hearts a three dimensional illusion it also adds an extra decorative layer. The rose tinted mirror compliments the pink chroma used within the hearts while inferring a more feminine, luxurious finish, as mirrors reflect light creating an almost crystal finish. Working on mirrors is something I definitely want to experiment with as the smooth surface of the mirror contrasts the canvas'.
The framing of the work is also an important element as Sophie often uses a bright pink hue baroque frames within the heart collection which smoothly transitions from the same hue canvas background creating a clean finish. This is also seen with straight white frames used on white canvas' ensuring no distracting jumps between the canvas and frame.
Finally, my favourite collection was the Nude collection. The biomorphic shapes within the nudes creates the contours of the naturally portrayed bodies. The lack of perfection ensured within the abstract style connotes themes go celebrating flaws and individuality. The central composition of the nudes is more relaxed presenting the bodies to be free and not restricted. The shapes do not equally fit the canvas creating an unfinshed atheistic. The relaxed amorphous lines promotes the thick, irregular brush strokes creating an impasto style finish. Sophie uses a range of layers to successfully create an three dimensional illusion of the bodies by representing shadows and tone using darker and lighter hues. The thick brush strokes are also often carried out into the background creating a wash effect positing a balanced equillbrium between the elements. Splattered paint, originally popularised during the abstract expressionist art movement, also allows each piece to have a unique finish. The paint splatters also work successfully with the iridescent high gloss finish used within Sophie's work again creating a celebratory association with Sophie's work and keeps to a feminine atheistic.