“Creating a collector culture”
It’s Friday night, one week before the next opening at Deep Space Gallery. Jenna Geiger and partner Keith VanPelt are hunched over a macquete, or miniature model, of the gallery as they hang the show with tiny cut-outs of the paintings included. “Jenna is very particular about how the show is hung,” says Keith. “We redo this a dozen times before we settle on the flow.”
Deep Space Gallery remains off the beaten-track in Jersey City in an unfrequented section of Bergen-Lafayette used more as a short-cut for frantic morning traffic than as a route for strolling art purveyors. Still, each opening reception packs the house with an eclectic group of patrons who come for the social scene as much as the dynamic artwork. This is a common lament amongst gallerists exhibiting hip, young artists who attract an enthusiastic crowd: All that’s been emptied from the gallery at the end of the night are the hummus bowls.
Deep Space aspires to change all that by presenting top-notch artists with a wide range of prices for their work. “Everybody can be an art collector,” says Jenna. “I especially love when we’ve inspired someone to buy their first piece of art.”
Jenna and Keith started Deep Space in 2016 with a particular vision in mind: a place to showcase under-acknowledged artists in the best light possible. The gallery quickly established a reputation as a home for works by graffiti and public murals artists as well as for art by ascending painters and sculptors. Artists shown here have been about 50 percent local, residing in Jersey City, Newark, and New York, while the remaining half have traveled from other parts of the country or abroad. Jenna goes on to explain their mission, “We wanted this to be a place to properly curate monthly shows, not a real estate endeavor or a restaurant or an office. This is a gallery, something we felt Jersey City had scant too few of.” As such, Deep Space became not only a place to see a show and gobble a few hors d’oeuvres but to linger and actually talk about art, to invite discourse and celebrate the outsider world existing within the gallery’s walls.
One of the many noteworthy observations about Deep Space Gallery is that it is successfully cultivating a collector culture with their young patrons. “The act of buying and owning original art is one we pride ourselves on. This is a meaningful, life-affirming, culturally relevant transaction,” says Jenna. “For people to be a part of the creative atmosphere by supporting local artists, not simply to hang something on their walls but to be a true participant in the creative culture, that can be life changing.”
This is why every show has a wide price range, so there are pieces within reach for everyone. The gallery is gradually changing the paradigm from an often exclusive, possibly intimidating world to something that feels inclusive and collaborative. Keith continues, “The collector becomes part of the artist’s evolution. It’s not a financial thing necessarily, it’s affirming to the artist to see that the audience spurs the artist’s creative world.”
Currently on exhibition at the venue, Ru8icon1 is an American who lives full time in Barcelona. He came to Keith and Jenna’s attention from the program Mural Arts Philadelphia and was uniquely able to translate what he did on walls to canvas. He’s been in several group shows at Deep Space, and this current installation is his second solo show. Ru8icon1 is an example of the genre of artists who are attracted to the Deep Space ethos: strong voice with cutting-edge aesthetic. The focus of a typical Deep Space artist is never predictable. He or she could work in stained glass, relief collage, abstract, figurative or street art and graffiti—sometimes with a hidden identity a la the artist Banksy. Yet the common thread is a young and talented creator whose voice is distinct and specific, like an oboe whose notes rises out of the symphony yet is still cohesive with the overall orchestration.
“Fish Tank” by Ru8icon1, 2019