Last week, I had the opportunity to attend the thought-provoking exhibition Together We Thrive at Cromwell Place, a collaborative effort with Gallery OCA, founded by the visionary Sherece Rainford. As I immersed myself in the vibrant displays of artistic expression, I could not help but to be struck by the profound insights shared by Rainford, regarding her journey as a gallery owner and the evolving dynamics of the art industry. Her personal and professional experiences underscored the complexities inherent in navigating the intersection of art, commerce, and philanthropy. Together We Thrive not only showcased the talents of diverse artists but also served as a catalyst for meaningful dialogue surrounding the future of exhibition fundraising.
About the Cromwell Place
Nestled in the vibrant neighbourhood of South Kensington, within close proximity to iconic landmarks such as the Victoria & Albert Museum and the Natural History Museum, lies Cromwell Place, a dynamic space that transcends traditional notions of art exhibitions and working environments. Here, artists and professionals converge to collaborate, innovate, and thrive in a shared ecosystem of creativity. At its core, Cromwell Place embodies a unique business model centred around a membership-based approach, named the “pay-for-what-you-need” service scheme. This innovative concept provides members with access to a diverse array of amenities and resources tailored to their specific requirements. From “temporary exhibition spaces and viewing rooms to art storage facilities and working areas”, Cromwell Place offers a comprehensive suite of services designed to support the diverse needs of its members. Moreover, Cromwell Place’s strategic location near major tourist attractions positions it as more than just a destination for art enthusiasts, it becomes a magnet for visitors seeking cultural enrichment and immersive experiences. As tourists explore the cultural treasures of South Kensington, Cromwell Place beckons as a hub of creativity and discovery, inviting them to engage with the dynamic ecosystem of artists, professionals, and thinkers shaping the future of the arts.
OCA Gallery
In 2020, OCA Gallery emerged into the London’s art scene, founded by the enterprising Sherece Rainford, a business professional with a vision to elevate underrepresented Caribbean artists in the UK. Hailing from Jamaica herself, Rainford recognized a glaring gap in the London art landscape and resolved to fill it with the vibrant voices of Caribbean creatives. Despite lacking a formal background in art history, Rainford’s business acumen and determination propelled her to realise her dream of opening a gallery. As she guided us through the gallery’s exhibitions, her words resonated deeply, particularly for someone like myself with a background in business management. Rainford shared her initial apprehensions about being perceived as a novice in the art world, fearing that her non-traditional path would be met with scepticism. However, time has proven that Rainford’s unique blend of business expertise and passion for art is a winning formula. Leveraging her understanding of business models, management principles, and marketing strategies, she positioned OCA Gallery to attract a diverse audience and achieve success on par with or even surpassing that of more established galleries.
Rainford’s journey exemplifies the power of synergy between artistic vision and business proficiency. Her commitment to showcasing Caribbean talent, coupled with her strategic approach to gallery management, has yielded remarkable results. By seamlessly integrating her love for art with her business education, Rainford has not only curated captivating exhibitions but also ensured the gallery’s sustained performance and growth. In an industry often characterised by a perceived dichotomy between artistic creativity and business pragmatism, Rainford’s success story serves as a beacon of inspiration. It underscores the importance of bridging the gap between these two realms and demonstrates how a holistic approach, one that embraces both artistic integrity and sound business practices—can lead to transformative outcomes. Moreover, Rainford’s journey highlights the significance of educational programs focused on art market studies and business practices. Institutions such as Sotheby’s and Courtauld’s play a vital role in equipping aspiring entrepreneurs and art business professionals with the knowledge and skills needed to navigate the complexities of the art world successfully.
Exhibition funding
The success of the Together We Thrive exhibition at Cromwell Place was not just a testament to artistic talent but also to a groundbreaking fundraising model that democratised participation and supported emerging talents in the art business industry. Spearheaded by Culture& and Sotheby’s Institute of Art channels for the Cultural Leaders Programme, this scholarship initiative aimed to raise funds for promising individuals in the field. What made Together We Thrive truly unique was its funding mechanism, which invited everyone to contribute and potentially walk away with a piece of art. Thirty artists generously donated small works on paper, expressing their desire to support the exhibition and collaborate in a meaningful way. The concept was simple yet powerful: for a minimum donation of £25, participants entered a lottery with the chance to win one of the exhibited paintings. This fundraising approach was both inclusive and engaging, eliminating barriers often associated with traditional art auctions. Unlike the time constraints and exclusivity of auction houses, anyone could join the initiative and contribute to the exhibition’s success while supporting the scholarship programme. The prospect of owning a piece of art, with significant value both artistically and monetarily, added an element of excitement to the process.
The success of Together We Thrive not only underscored the generosity of the participating artists but also hinted at future trends in the art industry. This innovative fundraising model challenged conventional notions and demonstrated the potential for greater democratization and accessibility within the art world. As we reflect on the impact of this exhibition, it becomes clear that such initiatives have the power to reshape the landscape of art philanthropy and pave the way for a more inclusive and participatory future.
Artists included in the show:
Adelaide Damoah; Anthony Daley; Boo Saville; Caitlin Flood-Molyneux; Candida Powell Williams; Charlotte Colbert; David MacDiarmid; Errol Francis; Elena Njoabuzia Onwochei-Garcia; Gareth Cadwallader; Gordon Cheung; Hassan Aliyu; Hurvin Anderson; Hester Finch; Jane Hayes Greenwood; Julianknxx; Katasha Rose; Leo Crane; Lucia Pizzani; Lynn Parotti; Martin O’Brien; Miranda Forrester; Nina Bombina; Peter Liversidge; Philip Colbert; Sandy McInnes; Simon Bejer; Sola Olulode; Xavier Laurent Leopold; and Yvadney Davis.
Reference
“Donate to the Cultural Leaders Programme – Culture&,” n.d. https://www.cultureand.org/about-us/donate/.
Gallery OCA. “About,” n.d. https://www.galleryoca.com/about/.
Cromwell Place. “Cromwell Place | Contact Us | London,” January 23, 2024. https://www.cromwellplace.com/about-us/.
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