Lights, Camera, Art!

Words: Micha van Dinther and Magnus Wittbjer

With Sweden going gaga over photo art, the opening of Lumas, a store that sells hand-signed original photographs for the home, is a timely one. The gallery, Scandinavia’s first, is located on Sturegatan 16 and offers around 2,000 pieces, ranging from iconic Horst P Horst black and white portraits to the voyeuristic work of Sweden’s very own Andreas Kock. We caught up with Sophie Tillquist, gallery director at Lumas Stockholm, to talk photographic art.

 How would you describe Lumas’s business model?

Lumas’s philosophy is to place itself between traditional art galleries and stores that retail mass-produced imagery. By working with limited editions of numbered and signed prints, we can offer a price point that makes high-quality photography available for many more.

Photo art has had quite an upsurge in Sweden. What do you think is the reason for that?

There is an increase of interest for interior design in Sweden, which makes decorative art hot. But collecting art is an expensive pursuit and many have found that buying photography gives value for money. At the moment, we’re seeing a high demand for motifs such as landscapes, architecture and fashion. In Stockholm, the opening of the Fotografiska museum five years ago has opened up people’s eyes for art photography.

What should one bear in mind when buying photography for home décor?

We have designed our galleries to give a feel of stepping into a collector’s home, instead of a traditional gallery. We are hoping it will give clients a sense of what a piece of photography might look like in their very own home. My belief is that one should pick something one likes, but we’re happy to assist with tips and advice.

What are your personal favourites among Lumas’s pieces?

In the Vogue collection that we are currently showcasing, there are some quite unique pieces. Right now, Edward Steichen’s legendary portrait of Gloria Swanson and Arthur Elgort’s iconic shot of Kate Moss can both be acquired at very reasonable prices. My personal favourite is Snapshot by Richard Rutledge, because of its wonderful colours and contrasts. Another favourite of mine is Rajan IV by Jody Macdonald.