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Gallery Fifty
Home & Garden, Traverse City, MI (231) 932-0775
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Address 800 Cottageview Drive Suite 50 Traverse City, MI 49684 Hours Monday 10 a.m. - 6 p.m. Tuesday 10 a.m. - 6 p.m. Wednesday 10 a.m. - 6 p.m. Thursday 10 a.m. - 6 p.m. Friday 10 a.m. - 8 p.m. Saturday 10 a.m. - 8 p.m. Sunday 10 a.m. - 4 p.m. Business Services Our goal is to help reshape the widely-held perception of “craft” and create a venue where original design, functionality and workmanship are elevated to the status of “fine art.”
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Gallery Fifty’s focus is on the marketing of art and fine craft to the visitors and residents of northern Michigan. The media mix includes ceramics, glass, fiber, metal, wood, painting, photography, and furniture. An emphasis has been put on studio jewelry.
Gallery Fifty was founded in November 2004 by Christie Minervini. The 1,800 square foot space is located in historic “Building 50,” a 19th century insane asylum formerly known as the Traverse City State Hospital. Photographer Heidi Johnson chronicled the history of the hospital in her book, "Angels in the Architecture, A Photographic Elegy to an American Asylum" (2001, Great Lakes Books).
Ms. Minervini's vision for the gallery is a space that honors the history of the building. Themes of antiquity and mystery, work created with aged materials or made to look old, “found art” and recycled or repurposed pieces are given special prominence.
A select group of 150 regional and North American artists are on represented through the gallery. In addition, a quarterly exhibition of fine art is programmed in the show space adjacent to the gallery.
Answer We consider ourselves to be a creative business and we're motivated to seek out artistic innovation and original design where ever it exists. Unique. Different. Special. Our aim is to bridge the gap between the fine art and craft. We look at the gallery as our canvas and put a lot of thought into finding work and artists that complement one another. Answer Over the past six years, fine studio jewelry has emerged as our niche. Newly engaged couples are looking for rings that reflect their individuality and are impressed that we can offer one-of-a-kind jewelry created in the artist's own studio, rather than the mass-produced designs they've seen at the mall. Overall, we represent 35 jewelry artists in all mediums and price points. For fine art or craft, our niche is contemporary or abstract. There are a lot of galleries in our market that show representational or figural art, so we aren't interested in competing in that area. Our customers also seek us out for collage, assemblage or 3-dimensional work. Question What is unique to your art, group, or scene? Answer Our specialty is work created from found, recycled or repurposed materials. We actively look for craft created with non-traditional elements. For example, our best-selling jewelry made from automotive paint collected from the spray booth at the Ford River Rouge Plant (see "Fordite" on our web site). Answer Our best customer is the semi-retired second homeowner. However, we offer work that appeals to all age groups and demographics. The 35+ married couple just starting to collect would be another key customer group. We also have a very loyal group of husbands that shop from their wives' wish lists. Answer Every quarter, we promote a different area artist with a special exhibition (see "Exhibitions" on our web site). Once a year we present a large group show, either and open call or invitational Traverse, Northern Michigan's Magazine, The Northern Express, Traverse Art Center's Art Trails, Between the Points Guest Directories, Meal Tickets, Resort Maps, Interlochen Public Radio, and misc. radio and t.v. campaigns. The majority of our marketing dollars goes towards reaching tourists as they are three times more likely to buy when they come in the gallery.
Question What brought your artist community together? Answer For us, it was the grand architecture of the former state hospital where "The Village at Grand Traverse Commons" is located. The main structure, Building 50, is being redeveloped into retail, office and residential space. The half of the project is complete, and the 125 year old building and beautiful grounds are an ideal place for artists to gather visit www.thevillagetc.com. Question What is the common tie that binds your art or artists? Answer Again, we look at the gallery as our canvas, and select artists whom complement one another. I have a degree in design, and so with display, I'm making arrangements by color, size, texture, contrast and juxtaposition. Question What trends do you see, artistically or regionally, in artwork or in purchases? Answer I've seen a huge trend in art jewelry. These "personal sculptures" are extremely portable, reflect the wearer's unique personality, and demonstrate some of the most innovative design that we've seen. Question What trends do you see in art as an investment? Answer Glass. It is extremely collectible and the resale market is exploding. It is not our specialty, but we've observed this trend. However, I don't advise my clients to buy art for investment. It should speak to them on an emotional, not financial, level. Question Do you find yours to be an art-educated audience? Answer Yes and no. I think customers are more sophisticated in terms of recognizing and appreciating quality, but we have a way to go in terms of educating them on the value of creativity and good design. (The "I could do that" syndrome).
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