Elise By Olsen: In Conversation with Lucas Zwirner

. Lucas is now focused on looking at all the initiatives that the gallery interfaces with the outside world. Responding to the demands of the world, whether technological or otherwise, while also maintaining the intellectual, emotional and aesthetic identity of the gallery. Whether it’s a website or in a viewing room, an e-book or podcast, he brings the same sensibility and intentionality as the gallery’s exhibitions.

Lucas Zwirner: We were definitely the first out the gate. If you look at what we’re publishing, we do about 50 per cent art gallery catalogues and monographs, which I think we do in a more comprehensive way than our competitors. These are not marketing pamphlets, these are historical overviews of an artist’s career on the line of museum catalogues; we want to be competing with them. We want it to be the best possible catalogue we can do and we’d rather make them as comprehensive as possible.

EBO: You produce catalogues, monographs, historical surveys, artist’s books and catalogues raisonnés. How many of publications do you do a year?EBO: In talking about contemporary publishing, we should mention the predicted ‘death’ of printed media. I think it’s a bit of a generational idea; a declaration of shock from our parents’ generation that grew up analogue and viewed digitalisation as an overpowering threat.

LZ: If you want to reach a wide audience with quick information, one has to cultivate an online delivery mechanism of some kind. That seems totally clear to me. What can our website offer that the books can’t, what can the books offer which the website can’t, and in what ways do the two reinforce each other? That’s what I ultimately think it should be about.LZ: Yes, in our particular segment of the industry.

LZ: Exactly. We had to delay the publication for a variety of reasons but I’m hoping that in the next year we can bring it out. Pettibon is an example of an artist who’s embracing a new medium and using it to communicate with his audience – and I wanted to turn it on its head and understand how that audience understands those communications.

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