Actress Portia de Rossi Launches a New Kind of Art Venture

  • May 15, 2018 20:32

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Synograph of Sarah Bird’s painting Inkberry Holly.
General Public

"Arrested Development" actress Portia de Rossi is working with Fujifilm to democratize art. And her company's motivation is also it's motto: Support Artists. Not Art.

De Rossi's new venture, called General Public, collaborates with artists by recreating their original works as Synographs™ (or textured prints) that are sold online direct to consumers, cutting out the gallery "middleman" and making great art affordable. Synographs are created with 3-D printers to imitate artworks in textural detail.

Portia de Rossi at the Oscars in 2007
Wikipedia

As de Rossi explained to AD: "Until now, technology has not enabled painters to re-create paintings with all the dimension and texture of the original. I set about to work with technology companies to develop new technology to make a textured print. I call it a 'Synograph,' the synergy of art and technology." 

Fujifilm pioneered a method of reproducing artwork to a near-exact replica of the original with its Van Gogh Museum collaboration in 2013. The limited edition "van Goghs" are sold through the museum. They were originally priced around $34,000. 

General Public will work directly with living artists to recreate their work along with offering a collection "comprised of public domain works by the masters and appropriation art by contemporary artists who give a new look to some familiar faces."

Read more at AD


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