Cases – Mary Toreld

BEFORE WORK

_Research

For me, art is a gateway to emotions. Art provides access to emotions and the means to express them. How can we truly feel without direct experience? Since 2014, I have explored and researched this question—investigating how to enhance the presence and engagement of audiences and clients when viewing or participating in art. Through my creation FRANK (2014-2024), an art gallery with studios in Malmö, and my freelance work I have curated approximately 100 art events. My work focuses on developing exhibition concepts that use experiences as a means to evoke emotions and deeper connections. Over the years, both within FRANK and beyond, I have gained extensive insight into the art and cultural industries.

One of my key learnings is that research plays a crucial role in ensuring that art resonates with audiences over time. When consulting on creative projects for locations, individuals, or companies, I always strive to grasp the full picture. A sustainable art project cannot rely on a single perspective. Instead, understanding and respecting which artist or artistic approach best suits a specific context is essential. This methodology never compromises my artistic integrity, nor that of the artists I collaborate with. On the contrary, it creates opportunities for a diverse range of artists, enabling them to excel in their areas of expertise while also fostering a culture of collaboration—where work is passed on to those best suited for it.

Balancing artistic integrity with the ability to embrace different perspectives can be challenging. However, it is a necessary endeavor to demonstrate how art and creativity can transform and develop us as human beings. Art is not an exclusive privilege; it is far too important to be confined to a select few. This belief defines my approach as both an artist and a creative director.