Incognito Art House
Established in 2020, Incognito Arthouse presents a group exhibition of emerging, established and famous artists - with a twist. Artists secretly produce work under pseudonyms, which are then sold at a standardised price point in a revolving exhibition, with more works and artists to be added as the project develops. Removing the artists’ identity (arguably the fetish of the art world), liberates artists from the responsibility of preserving their “brand”. This allows them to “shamelessly” pursue interests not necessarily aligned with their core practice - to be wildly experimental, delving into different mediums and subject matter to produce work that looks nothing like what they usually make. The public is given a rare opportunity to affordably own quality, curated, contemporary art, Artists, in turn, can give back generously to art admirers during this challenging time without fear of reproach by the unwritten rules of the system.
Incognito Art House is an experimental artist-run initiative and a tongue-in-cheek skirmish against the perceived ills - often lamented but rarely overtly challenged - in a notoriously fickle marketplace. The project playfully prods at ideas around the commodification of identity, market accessibility, artist sustainability and the effect of market and/or investor expectation on the artist’s creative autonomy.