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Actress Portia de Rossi Launches a New Kind of Art Venture

15 May 2018
Synograph of Sarah Bird’s painting Inkberry Holly.
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.

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