A real estate firm has teamed up with a local gallery to transform an Upper West Side apartment into a miniature art gallery.
Last week, GINA Gallery installed several of its paintings in an apartment in on West 86th Street that is being marketed by Coldwell Banker Previews International Real Estate.
Both GINA Gallery and Coldwell Banker are hoping the collaboration will help sell their products.
GINA Gallery specializes in Naïve art, which Ann Priftis, the gallery’s director, describes as “painted in a bright, lively style” with “simplistic scenes from everyday life.” Famous Naïve artists include Henri Rousseau and Grandma Moses.
According to Priftis, GINA Gallery has worked with real estate firms to showcase work in the past, and collaborations have been successful for both sides. The paintings make the apartments look more attractive, and visitors who tour the space have purchased some of the paintings on display.
Michael Shapot, senior managing director of Coldwell Banker, agrees that the paintings give the oversized two-bedroom, two-bathroom at 340 W. 86th St. a much homier feel.
“The entire property changes tremendously when you walk in and see this gorgeous artwork instead of plain white walls,” Shapot said.
Both Shapot and Priftis hope to expand this program and install artwork in other Coldwell Banker listings.
The public is welcome to attend open houses on Sunday, Dec. 7 and Sunday, Dec. 14 between noon and 2 p.m. The paintings will be on display until the apartment is purchased. For more information, call 646-442-7116.
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