As the brainchild of a professional artist, TAM Gallery has set itself the dual goal of giving young creatives the opportunity to achieve recognition and making the appreciation and acquisition of artworks affordable for all, writes May El Habachi.
Lina Mowafy is determined to make art accessible to all, convinced that it should be enjoyed by everyone – from students and art connoisseurs to everyday people. The Egyptian painter aims to introduce people to art through her Cairo-based organisation, TAM Gallery, which displays the works of emerging and established artists online and offline.
As a young creative, she struggled to participate in exhibitions because of Egypt’s limited and fragmented art scene at the time. Years later, having immersed herself in other professions, Mowafy and her childhood friend, Dina Shaaban, decided to create a platform for young emerging artists in Egypt.
“The idea actually started over coffee,” Mowafy shares. “I was voicing my frustration to my friend about how art galleries were only interested in showing the artwork of very well established and elite artists. Meanwhile, my friend was saying, ‘I want to buy art but can’t afford it.’ We came up with the idea to build a place for these audiences and artists to meet. We decided to launch it online first.”
Established in 2012, TAM Gallery now showcases artworks from young, emerging and established artists on its website and through its large exhibition premises in the outskirts of Cairo. It also has a corporate arm to integrate art in company spaces and projects.
BRINGING ART TO LIFE
TAM’s ample estate allows it to host a number of exhibitions throughout the year, a notable example being the Annual Cairo Art Fair, now in its sixth year. The fair includes paintings, photographs, sculptures and other artworks.
“What we’re really about in the core of the business is being a real reflection of the Egyptian contemporary art scene,” Mowafy explains. “From emerging artists, mid-career artists and well-established artists, we have a variety of artworks. This is why our experience is usually a very special one.”
Beyond displaying artworks, Mowafy wants people to interact and experience art in all its forms. In November last year, TAM Gallery organised an out-of-the-box art show titled “Cosmic Nonsense” to celebrate the madness and excitement of living in Cairo. Seeking to take visitors on an immersive journey, it featured a maze for people to explore different perspectives of the city, institutions and homes, as well as a person’s mind.
“We want to make art accessible to all. We want people to see it on the streets, interact with it, and experience it in their daily lives,’’ Mowafy says.
CREATING A THRIVING ART SCENE
However, the road to success was anything but easy. Given the fragmented local art scene, it was challenging to enter the market and make art as accessible as it is today.
“There was no norm in the art market. We had to build the norm and work our way from the ground up,” Mowafy explains.
The founders did this by slowly introducing people to art through information sessions and free guided tours.
“It’s not in art speak; it’s in English,” Mowafy notes.
Making art less intimidating was another key factor in getting people on board as they are sometimes under the impression that it is extremely unaffordable, according to Mowafy. This is why she showcases the works of young, emerging artists to give visitors a chance to familiarise themselves with new and affordable art. In the summer, TAM Gallery also organises annual exhibitions curated by price point.
More importantly, Mowafy encourages people to believe in their artistic choices and preferences.
“There is no bad art; it’s either art you relate to or not,” she says.
She explains that people need to trust their judgements when it comes to art. Although she offers advisory services to clients, both individuals and professionals, she encourages people to see what resonates with them.
‘’Nobody is of higher or lower taste – people are just of different taste.”
Looking to the future, TAM Gallery has its eye on the international market, looking to create more opportunities for Egyptian artists by selling their works abroad.
“Now that the light is finally breaking in, people are starting to realise the value of art. You can see it across film, photography and other mediums as well. There is an awakening,” Mowafy concludes.