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In the era of food trucks, pop-up shops and temporary restaurants, when even underground dance parties are thrown in the bays of parked U-Haul trucks, it’s surprising that more of the art world isn’t getting on board with this wonderfully lo-fi business model that optimizes exposure through social media and the internet and requires minimal entry costs. (The going daily rate for a U-Haul box truck is still $19.99, with nominal fees for mileage).
Enter Show and Tell, an ambitious foray into the world of the DIY mobile gallery organized by Sierra Stinson, a Seattle-based artist and part-time gallerist, and Victoria Yee Howe, a New York-based conceptual artist and former pastry chef. The eclectic, thoughtfully curated show reflected the vested interests of its co-creators: The printed works, organized by Yee Howe, was heavy on food ‘zines (to my delight); the remainder of the art, organized by Stinson, was a conscious 50/50 split representing artists from Seattle and New York.
The truck roamed the streets of lower Manhattan and Brooklyn for two days in mid-August, luring visitors and curiosity-seekers with TwitPics and the promise of cake (more on that in a moment). Being something of an aficionado of pop-up and mobile enterprises, food projects in particular, I was curious as to how these art-preneurs adapted the pop-up model to create a successful art project on wheels. Here’s how the creators of Show and Tell worked it:
Inclement weather aside, Show and Tell ran with relative ease — which bodes well for future food-truck/mobile gallery mash-ups. The big-picture goal would be to take the show to other cities in the US, Stinson mentioned. I say, let there be cake.
The Show and Tell mobile gallery ran in several locations across Manhattan and Brooklyn from August 13 – 14, 2011.