Culture

Startup to install artworks at the historic estate

Raj Bhavan Mumbai opened its doors to Floating Canvas Company, an online art subscription startup and one of the winners of Maharashtra Startup Week, in order to bring more art into the historic estate.

Mumbai, 23 October, 2018: Raj Bhavan Mumbai opened its doors to Floating Canvas Company, an online art subscription startup and one of the winners of Maharashtra Startup Week, in order to bring more art into the historic estate.

With over thirty artworks installed across two Raj Bhavan heritage bungalows, the project features works of contemporary artists and photographers like Praveen Yarramilli, Janil Gada, Rhea Gupte, Viraj Mithani, Ramesh Nannware, Shraddha More, Sajid Wajid Shaikh, Prashant Chaugule, Suzanne Dias, Pratap Chalke, Isha Pimpalkhare, Rohan Dahotre and Aniruddh Mehta.

Rahul Singh Yadav, Co-Founder and Chief Curator, Floating Canvas Company says, “We work with an exciting set of artists who are constantly pushing the boundaries in ways that are fresh and unique. As an enterprise, we are always on the lookout for spaces that can do justice to their work. And we couldn’t have asked for one more iconic and inspiring than Mumbai’s Raj Bhavan.”

Facilitated by the Maharashtra State Innovation Society (MSInS), the authorities at Raj Bhavan allowed the startup to showcase and deploy its service and the work of its partner artists within its premises.

As winners of Maharashtra Startup Week, Floating Canvas Company has a mandate to bring more art into government offices and estates as well as public spaces and Raj Bhavan proved to be the perfect venue to kickstart this project.

 

 

Maharashtra Governor CH. Vidyasagar Rao welcomed the initiative and lauded the effort to promote young entrepreneurs and artists. “Art is an essential part of our lives. And it’s heartening to see the younger generation coming up with innovative ways to support artists and their craft. I welcome the initiative,” he said.

Also lauding the effort was Aseem Gupta, Secretary, Skill Development and Entrepreneurship, Govt. of Maharashtra. “When we conceptualised Maharashtra Startup Week, the idea was to select and promote a group of startups that had the potential to bring about transformational change with their products and services throughout the state and also grow in the process. It gives me great joy and satisfaction to see Floating Canvas Company, one of our winners, making big strides in that direction. We wish them all the best and hope to see more such work borne out of our association,” he said.

About Floating Canvas Company

Floating Canvas Company (www.floatingcanvas.co) is India’s first art-on-subscription service. Based in Mumbai, it was founded by Aagam Mehta, Shakti Swarup Sahu and Rahul Singh Yadav with one simple aim: to redefine the way art is discovered, experienced and shared.

So how did it all begin? With a simple question: Why don’t we see more of art around us? Why is it perceived as a niche thing meant only for a select few? It’s a question that led to a lot of research, soul searching and conversations with artists, art enthusiasts, gallery owners as well as the seemingly disinterested. And it led to an exciting revelation:

No one actually hates the idea of exploring and experiencing good art. In fact, most people appreciate the positive effects of being surrounded by them – be it at home or work.

But there were two roadblocks:

1. The significant investment involved in buying a piece of art

2. The fear of growing out of it in a year or two. And then being stuck with it.

And that’s how to idea of merging art and subscription came about.

Select. Subscribe. Switch.

With Floating Canvas Company, exploring and experiencing quality art is now just 3 easy steps away.

1. Select what you like from their curated collection of paintings, limited edition prints, digital art, photographs and mixed media artworks.

2. Subscribe for as little as Rs. 90/month

3. Switch it six months down the line if you feel like exploring something else.

Floating Canvas Company launched their website (www.floatingcanvas.co) in December 2017. It lets consumers subscribe to their favourite works in an easy, hassle-free manner. They are currently offering their services in Mumbai, Pune, Delhi-NCR, Bengaluru, Hyderabad, Chennai, Ahmedabad, Kolkata, Kochi and Goa.

Apart from individual consumers, Floating Canvas Company is also focused on catering to enterprises. With studies highlighting a host of positive effects that art has on employees and patrons, they believe they have a compelling proposition in place for verticals like hospitality, real estate, healthcare, corporate workspaces and more. From art consultants and managers to assist with everything from curation and installation to subscription management, it’s an offering that enterprises should definitely consider to enliven their spaces.

In addition to their flagship service of art-on-subscription, Floating Canvas Company also initiates and collaborates on projects involving murals, installations as well as art-based events and exhibitions. Reputed brands like Johnnie Walker and CoWrks have already collaborated with them for the same.

 

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