Americanflat Founder and President, Giorgio Piccoli, moved to New York City to begin work with JPMorgan. In an attempt to decorate the walls of his tiny apartment with artwork, he was led down a path of frustration and disappointment. “I would see a great piece of large art that I wanted to purchase and the gallerist would tell me that it was north of $5,000,” says Piccoli. “I would ask if there was anything closer to my price range and they would just laugh. Right then, I knew I wanted to create a brand that was not for the art investor but for the art lover.”
As an outsider to the art world, Piccoli knew he had a vantage point to brand a concept that defied the traditional gallery system. He joined forces with Marina Reiter, Senior Curator, who is an expert art buyer and curator for several international galleries. He’s based at Santiago-based StartupChile, where I met him during my recent visit.