We met Francesca Bonan, young businesswoman from Veneto with an English education and founder of Planitars, the first ecommerce devoted to emerging Italian art.

Hi Francesca, how about Planitars and what kind of added value can contribute in the art market?

Planitars is the first platform for “on line” sales of Italian emerging artists. It is the first art e-commerce which is neither a gallery which its own curatorial leanings nor an open access portal. This project allows the artists submitting their works in an on-going selection of emerging talents who pursue a contemporary art research. Planitars would like to act as a breath of fresh air for the market in order to open up to a wider target of art lovers and collectors, by offering reasonably priced works but carefully selected. Market transparency, visible prices, information and contents in a wide selection of artists and styles, at disposal of those willing to approach to buy an artwork.

Andreas Senoner, "I, who had so many dreams", scultura in legno, 80x37 cm

Andreas Senoner, “I, who had so many dreams”, scultura in legno, 80×37 cm

Do you think that any gallerist could be threatened by e-commerce? And if it is so, what is your answer? Is Planitars a gallery’s competitor?

I believe that e-commerce is an additional opportunity to promote and sell art, both for artists and galleries. It’s not a game, but it is time – and finance – intensive to be operative, as well as to be transparent. So I don’t think it is a threat at all. Planitars introduces artists who exhibit and collaborate with galleries. The same artists have asked them for the approval of selling on-line. We offer complementary services and different conditions both to artists and sales leads. I think we all can coexist in peace without rivalry. The important thing is to keep a serious and professional profile with the artist which we believe in and invest, and the same to the collectors.

Giovanni Gaggia, "Miratus sum", filo dorato su lino, 40x40 cm

Giovanni Gaggia, “Miratus sum”, filo dorato su lino, 40×40 cm

How does Planitars legally protect the artists on the website? Web professionals are often been asked how to preserve the rights on images.

The sales conditions, accepted by the artist when creating the account, require free use of images of the published artworks with the only purpose of promoting Planitars, the site and related services. The unpublished images are kept in the database without any right of use from Planitars, with the exception for the visualisation and evaluation for publication purposes, until the author asks for their cancellation.

As regards protection of images, according to the general terms of use, coping any website content is forbidden without written authorisation from Planitars, with the related right for Planitars to investigate and prosecute any violation of such conditions.

We all know that through a screenshot, we can embezzle any image on the internet and if an artist posts an image of an artwork coming from Planitars also in other websites or social networks, well then anyone can download it and make a copy of it, and it may be tracked down with Google images, for instance.

All artists are invited, as reported in the filling in form and selling guide, to upload low-resolution images and respect in turn the copyright laws. Planitars is not owner of any of the content uploaded by the users on the website, for, the copyrights laws and images rights are valid, and Planitars will do whatever is necessary to monitor compliance with such rights.

Matteo Girola, "Out of the blue - tenda arricciata", stampa giclée, 40x60 cm

Matteo Girola, “Out of the blue – tenda arricciata”, stampa giclée, 40×60 cm

And as for the buyer? Do you issue any certification or authentication?

Of course, when you buy an artwork on Planitars, it is always matched with an authentication signed by the author. Basically, the idea of introducing emerging artists’ artworks comes from a deep choice willing to sell only works whose attribution and origin are given one hundred per cent certain and undoubtedly authentic, as published by living artists stating all information about its author and history.


Ilaria Carvani


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