i4d LTD.
Athens,Greece
Owner-Alexandra Koumba
Specialty-Interior Designer, 20th century Design collector, Overall Designer
Why did you decide to open a gallery?
I was drawing and sculpting mini things since very young and I grew to be an art appreciator from my father and an antiques hunter from my grandmother. When I opened my interior design office six years ago, I started sourcing 20th century furniture for clients and myself and I reached a point where I had no more room to store the furniture! When I found this space I decided to transform it to host the collection.
What was the inspiration for the name?
i4d means eye for design: while i was on a plane trying out different names and doodling, the ingredients were set intuitively; first I found an icon representing the eye that is a theme of greek protection from evil spirits and then I incorporated the 'Ds' in mirror layout as in the D&D building and last to embrace it all, I added the third eye of intuition guarding the two logical 'Ds'.
What have you found to be the most difficult aspect of running one of the most successful galleries in Greece?
The fact of being the innovator! It is very early for the Greek market to perceive 20th century furniture as worth collecting besides its functional value, especially in this distressed economic year, and yet the interest is picking up. We offer the integrated consulting of sourcing design pieces, advising on purchasing them from other sources like auctions, etc and also combining these design pieces with the clients' existing contemporary furniture in an 'eclectic mix' -that overall approach counts to them.
In your opinion, what has been one of the gallery's most rewarding shows and why?
The opening show in May 08 where 600 people attended and this year's anniversary show in June 09 which was also the launch of the i4d jewelry & home collections. The first was an important statement to the market about going off to alternative styles in today's multi-dimensional aesthetic as opposed to furnishing with only contemporary mass-production pieces in the same prices as the vintage originals. In fact, the opening show was also progressive as I had no prices on the floor just so that the audience would appreciate the design above all.
With the art market declining in the current financial climate, what has been some strong points for keeping business afloat?
To stretch your imagination and innovate your portfolio! We have artwork editions starting from 1,000 euros and editions from 100 to 250. In Christmas '08, when furniture sales were stagnating I designed in no time plexi mirrored boxes with porcelain ornaments as low cost gifts. During Easter and at charity events I expanded this line of plexi cubes with different items to create a year theme. It is also important to reevaluate the prices monthly and compare them to international credible sources, this keeps the prices competitive. That is a major reason why foreign clients prefer us and they are our primary customer base.
Where do you source the items for your collection?
Our main sources are from French and US auctions and flee markets, but we also buy from galleries in the US and Brussels. It has taken me four years to collect this selection of designers and I chose their most representative pieces covering from the 30s to the 70s.Of course I collect for i4d having in mind a premature market for which pieces have to be eccentric and for which there are no re-editions produced, this way, there is no confusion in the customer's perception of pricing.
Give us a few words to sum up the gallery space?
A unique space- in the sense that it incorporates a collection that has no reedition pieces. The pieces are combined with few contemporary items to represent an eclectic taste and the collection was collected in four years, aiming to find the right pieces at the right price.
What is one word that best describes you, the owner?
Multi-dimensional. My passion and curiosity for design and designing by integrating the old with the new, leads me to expanding my creation lines and diversifying. I am now using museum archive themes and recreating them into new contemporary objects.
What direction do you see the art market heading?
Prices are adjusting more to the rest of the economic downturn. Great pieces are coming out from private collections at good prices and opportunists are buying very cheap pieces of mediocre quality. As in all markets, one needs to know historically the story of each work. No compromises are to be made in over-rated quality or premium pricing.
In particular, what direction do you see your gallery heading?
I am happy creating jewelry and objects that I will expand further into collections of art de la table and of fine jewelry. The i4d collection of artworks and furniture pieces will always be my inspirational framework that embraces all that is new to come. My new furniture acquisitions will aim to cover a smart flee market choice of eccentric items to spice up a space with lower cost in comparison with my existing top pieces.
Above, ROGER TALLON's Iconic Helicoid staircase- Roger Tallon is the most important industrial designer of France in this century who has designed the Mexico City Subway (1969) and the high-speed TVG trains. In the early 1990s his designs culminated in designing the TGV Eurostar rail project. He has been a prolific designer across a wide range of products from ski boots to cameras, from machine tools to furniture.The staircase has been historically exhibited at Gallery Lacloche in Paris.*Price: 34.500 euro +tax*
