Translation from VLT news paper article in Swedish
New gallery gets more people to discover art
Erik Jersenius 11 June 2016
An art buffer in the middle of the shopping commerce. Ozone Gallery is located in the Gallerian mall, just before the entrance to the Punkt mall. New gallerist Robert Ferm wants the gallery to be a buffer of art against the stress of everyday and working life.
Photo: Erik Jersenius
Västerås has got a new gallery in the Gallerian mall. A perfect location to reach more people with art, thinks the new gallerist Robert Ferm.
CITY CENTER. Ozone Gallery is located just down the corridor between the Gallerian and Punkt malls. It has only been open for three weeks, but so far the gallery has had as many as 300 visitors.
The space used to be a clothing store, but now it has become a home for art.
‘I contacted Gallerian and asked for a space that would suit my idea of a gallery and they suggested this one’, says Robert Ferm.
The idea behind the choice of venue is precisely to reach more than the usual gallery visitors. And many of those who now come in and look are not those who usually go to art galleries. The large shop window attracts those who are shopping in the galleries' shops.
‘The other day, two boys aged 15 or 16 came in who didn't seem to be interested in art, but were very inquisitive. They wanted to know everything,’ says Robert Ferm.
He likens the design of the gallery, the hanging of pictures and its location in the Galleria to a social media feed.
‘It is important to stand out. The large images on the gallery walls have the function of an image flow in social media as you pass by outside the large shop windows and see the art at the same time. If you like what you see, you then go into the gallery and "spoof" the images you like,’ says Robert Ferm.
He explains that the name Ozone Gallery refers to the earth's ozone layer, which protects against harmful radiation. In a similar way, his gallery creates a creative buffer that positively affects people and counteracts harmful stress in everyday life and at work.
Robert Ferm is currently showing his own photography and sculptures in the exhibition "Dancing Spirits" until mid-August. Robert Ferm has been following and photographing the dancers at Västerås Culture School during various performances.
‘I am interested in capturing light, movement and emotion. I have previously made a photo book about horses, but then I realised that I should be able to capture people in motion in the same way’, he says.
Robert Ferm has also worked with stage design and choreography in the past, but for many years his artistic endeavours have taken a back seat to his "regular" work.
He has been a engineer for more than 20 years and, through his own company, has worked with interaction design of various IT systems, creating simulators and graphic representations of various problems and their solutions. But Robert Ferm has also studied at the National Collage of Art and Design, Dublin, and has always been involved in art on the side.
He is now taking a break from engineering for a while to set up his own gallery, which will initially be a showcase for his own art. In this way, he is his own patron for the time being. If things go well, other artists may also be able to exhibit in the gallery.
‘Being a gallery owner for others is difficult and time-consuming; you have to have contacts and make sure that many people visit the gallery. I don't have that time now. On the other hand, I have so much good stuff that I can probably exhibit my own material over the next year’, says Robert Ferm.
But he has other big plans for the gallery, which he hopes will become a place for more artistic activities in the centre of the city.
Robert Ferm has formed a company for a professional dance company and the idea is that he will be able to start one that will have dance shows for the public and passers-by in the future. Several authorities are willing to cover half of the dancers' salaries, so he is now looking for other ways to finance the company.
Robert Ferm has opened the new Ozone Gallery in the Gallerian mall.
Photo: Erik Jersenius
Robert Ferm has opened the new Ozone Gallery in Gallerian mall.
Photo: Erik Jersenius
Shop window for art. The gallery's location in the centre of downtown shopping means that many people who don't usually visit art galleries drop in and discover Robert Ferm's photo art and sculptures.
Photo: Erik Jersenius
New gallery owner. Robert Ferm's primary intention is for Ozone Gallery to become a showcase for his own art. Until August he is showing the exhibition "Dancing Spirits".
Photo: Erik Jersenius
Shop window for art. The gallery's location in the centre of downtown shopping means that many people who don't usually visit art galleries drop in and discover Robert Ferm's photo art and sculptures.
New gallery owner. Robert Ferm's primary intention is for Ozone Gallery to become a showcase for his own art. Until August he is showing the exhibition "Dancing Spirits".