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, an art gallery with studios in Malmö, 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.