Sign of the times

I'm very conscious of not talking to the point where peoples eyes glaze over. Being a sophisticated male, adept at noticing changes in mood, I know this is likely to be a bad sign. I love cars and motorbikes but know that if I bleat on about it too much, you will leaving thinking "What kind of freak learns that kind of stuff". In a gallery it is especially important because art still has the air of elitism that leaves casual shoppers feeling like a philistine should you not know the work from Tom Roach for example.

We like to be genuine about our artists and its really important to not get too hung up on artspeak. Concerning art, there is a real need to minimise the outrageous and baffling statements that seem to accompany fine art. The last thing I would want is for someone to have the same disbelief my wife did on hearing Natalie Cassidy is a size 12 on Strictly.

I have a friend who Brands companies (He branded mooch in fact). I have genuinely good conversations with him on fonts. Admittedly I wouldn't talk to anyone else about this lest they feel that time has stopped and they are trapped in boring conversation hell. Everyone has their expertise and interests and everyone has a geek inside them that they are reluctant to announce to the public.

So here be the most mundane post of all. Signage. The look of the gallery is really important so I got really excited when new signage went up the other day. It's an effort to reduce the number of people that stumble on the gallery having walked past every day and not sussed out that we sell art.

The piece de resistance is the white "mooch art" on the counter which looks like a work of art in itself. When my friend sees it he will reach a climax of helvetican proportions. People will flock to see what extraordinary visions of loveliness they can behold when drawn in by some simple lettering that promises artistic nirvana.

When you get there it will be Phillipa who will engage you with riveting conversation. And in coming to mooch art you will definitely familiarise yourself with tom roach (get it?).