I’m Paige Wassel. WAS the Newsletter is your weekly dose of design inspiration, where we help you find the art hiding in plain sight.

Before we even get started….you best sign up for Private Eye HERE!

Private Eye: founded by Claire (or as Kate and I call her, Claude). Part art scout, part secret society, part love letter to Los Angeles’ creative underground. Operating through invitation-only events, it acts less like a traditional gallery and more of a way to discover smaller artists, uncovering studio works before they hit the spotlight and connecting local artists with collectors or people like us, who maybe want to splurge a tad on some cool ass art.

What inspired the creation of Private Eye?

After years of side-hustling in the art arena, Private Eye surfaced as a natural next step. Working in photography and artist marketing has gained me access to many artist studios. I found soooo many cool works deemed obsolete amongst gallerists as they were ‘older dogs.’ Private Eye began as an art asylum aiming to save lost unseen works and evolved into a treasure hunt of finding the best hidden gems. I commonly feel like a secret spy; reviewing surveillance tapes and digging through studios with a flashlight. Both of which I have literally done.

Where did the name Private Eye come from?

The name and logo emerged from the ‘Neighborhood Watch’ street signs. Look for the blue eyeball or the man in the trench coat (nicknamed Boris the Burgler.) It felt local, neighborly, mysterious, cool, suspicious, a bit farcical. The sign’s purpose is to empower the neighborhood in protecting their streets. I want to protect the independent young artists of my streets.

Was there a specific moment when you realized the art world needed this kind of platform?

Yes. On a random walk last August. Los Angeles has so much physical s p a c e; something this specific medium thrives on. LA is a breeding ground for some of the best artists in the world due to the cross pollination of creative industries on top of their game (movie, design, art, music, food, photo, fashion.) Why aren’t we connecting our living creative denizens with business/home owners? A space with daily customers/coworkers? Whether you own a restaurant, music venue, clothing store, bar, homeware store, house, hotel, dentist office, creative agency etc, the success of your business hinges on good color, energy and spirit! Bless it with our rich LA soil of talent. Get cool art by cool people! Your business will thrive. Your creative community will thrive. When you invest in objects with good human energy and spirit, your soul and the souls around you will thrive.    

Your brand feels intentionally enigmatic. Why was mystery important to the concept?

Yes, I really wanted to lean into the underground, exclusive, in-the-know. As I wanted these art works to feel really special. By releasing undisclosed studio works exclusively and directly, the exchange is personal. We give city residents an opportunity to buy art from well-respected artists at more accessible price points. THIS DOES NOT EXIST! In making it mysterious and elusive, I hope to attract people genuinely interested and intrigued by this service and understand this as an opportunity to buy from artists in a way they could never before. All in-person events should feel more direct and less formal. Playing an alter-ego makes the experience more fun and mysterious. I originally wanted to be completely anonymous like the Wizard of Oz, but it proved too challenging to pull off.

What makes an artist a good fit for Private Eye?

They are driven, kind, engaged and have a distinguished vision, aesthetic and perspective. They live in Los Angeles. They are not repped by a large gallery. They don’t have an ego.

What are collectors really looking for today that they weren’t looking for five years ago?

I think buyers are looking for more connection to the artist. That is what I look for. I want that to be a Private Eye priority. Who is the artist behind the paint? Industries always prize the art first. I want people to be first. All my Buyer Previews lead with a photo and bio of the artist for this reason.

 How do you find the artists that you feature?

Through the natural social beehive of LA. Instagram helps too.

Why focus specifically on LA artists and buyers?

The art world and most industries have gotten so global. I’m over it. I am a community-focused person and I want to collaborate with my neighbors and city. I also think art should be seen/celebrated in person. A focus on LA shows with LA buyers will encourage that engagement.

What excites you most about the future of art collecting?

I think art collecting has become more meritocratic in a sense that all art can be bought directly from an artist. That accessibility is exciting. In that fashion, the entry point for art collection is younger for buyers and artists. Ideally, more artists’ careers can flourish in this empowerment.

Where do you hope Private Eye will be in 5 years?

I want Private Eye to stay true to its city-based ethos and have opportunities to collaborate with respected brands across different LA-based industries like Chateau Marmont, HBO, Capitol Records, Paramount, Last Word Hospitality, Marta Gallery, cool design studios like WAS 🙂 We just recently collaborated with Architectural Digest staging a home with only Los Angeles based artists. If there were an opportunity in another city, I would only work with artists from that respective city. I also like the idea of Private Eye serving as a management agency; helping artists navigate their careers, sell their own work and facilitate brand partnerships.    

What would success look like beyond sales and growth?

Everyone is still having a good time.

What’s something about the art world that you wish more people knew?

It is really hard, time-consuming and isolating to be a younger working artist. They need your support, love and encouragement. And money.

A LIL RAPID FIRE PORTION……

Studio visit or gallery opening?

Studio visit

Most underrated city for art?

Los Angeles

One artist everyone should know right now?

I’d have to say my three OG pillars: Isabella Innis, Andie Dinkin, Taylor Marie Prendergast. And then I hope to see everyone at Katya Labowe-Stoll’s solo show in September at Makeroom.

Best place to discover art: online, in a studio or by accident?

In conversation with a friend, Felix Art Fair, group shows.

Fill in the blank: “The future of art collecting is….”

Nurturing, exciting and intimate.

xx,
P