The new online art gallery, Allura Art, is showcasing some of the country's most sought-after contemporary fine art. The Allura Art website is presented by award-winning arts organisation Allura. Allura is a multi-award-winning start-up based in Malta, known for its innovative "open studio" format, aimed at revitalising the Arts. The website features original pieces from both emerging and established fine artists, exposing them to an audience of local and international art-lovers.
Allura Art exhibition in Valletta 2018
Established by British artist and entrepreneur Laura Swale, Allura opens up the artist's workplace to the public to discover their creative secrets and to bring emerging creative talent to a global audience.
Allura was founded on the concept of the "open studio", which its founder Swale describes as a "fresh take on the traditional gallery format". Allura's events and activities involve inviting the public into the artist's workplace, either in person or virtually, to share in the creative process. While a typical gallery is concerned primarily with finished artwork, Allura is aware that art-lovers today are just as interested in the artists themselves, the ideas behind their work and how they make it.
Andrew Borg, the first artist to join the new Allura Art website, joins Laura Swale at a Plein air painting session at Valletta’s Fort St Elmo
‘Small life’ by Dagmara Zaczeniuk, acrylic on canvas
The Allura Art website supports artists in addressing some of the issues they face when trying to make a living from their art. Malta has a high number of artists, who compete with one another for a limited number of buyers. Selling work outside of Malta is a challenge and artists must overcome a number of obstacles to do so successfully. The Allura Art gallery website supports artists by helping them present and market themselves online and by providing online payment and shipping services buyers can trust. Allura also makes finding art easier for buyers, by selecting reputable artists with quality artwork and ensuring purchases and delivery are handled securely and efficiently.
‘The abandoned house’ by Fabio Borg, acrylic and china pencil on canvas
To make sure its artists reach an audience outside of Malta, Allura has partnered with Google's most visited art marketplace, Artsy. Artsy exposes Allura's artists to its 2.2 million monthly visitors from more than 160 countries.
Allura Art launches with nine local artists, both Maltese and international. Going forward this number will grow as more artists come on board. The website features established artists as well as emerging talent, including published, critically-acclaimed and prize-winning artists. Allura chooses to work only with prolific artists who practise regularly and are committed to their professional growth.
‘Valletta, an aerial view’ by Fabio Borg, acrylic on canvas
‘Through the branches’ by Debbie Bonello, oil on canvas
The artists featured so far are Andrew Borg, Fabio Borg, Rosette Bonello, Debbie Bonello, Bogdan Dyulgerov, Christine Porter Lofaro, Christopher Saliba, Andrew Smith and Dagmara Zaczeniuk.
Due to the Covid-19 situation, the decision was made not to hold a physical launch event, but Allura looks forward to marking the occasion at a future date when public events can be more freely enjoyed. Going forward Allura has ambitious plans for Allura Art. Although currently Malta-based, the intention is to expand into other countries to become a multinational online gallery.
‘Cittadella, Gozo’ by Andrew Borg, watercolour on paper