A New App, Which Recognizes Art, Set to Transform the Art Fair Experience

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Collectrium’s New Mobile Technology Powers Satellite Art Fairs During Armory Week

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No more scribbled notes on postcards and flyers... Collectrium allows the art fair visitor to take the fair home digitally.

From Thursday, March 3, to Sunday, March 6, 2011, iPhone-toting visitors to Pulse, SCOPE, VOLTA NY, Fountain, and Moving Image will experience the New York art fairs in a new way thanks to a “next-gen” mobile technology that recognizes artworks.

The art fair visitor equipped with the Collectrium mobile app will be able to point her iPhone at any registered artwork exhibited at the fair and:

-instantly receive extensive information on the artist and the piece;
-add the artwork to “My Collection” favorites;
-share with friends via Facebook, Twitter and email;
-contact the gallery about the artwork.

So, now, no more scribbled notes on postcards and flyers: after exploring the art fairs with the Collectrium iPhone app, the collector can leave with a browsable list of her favorite artworks at the fairs, complete with detailed information on each work, artist, and exhibiting gallery. Even if the collector snaps an unidentified artwork, she can easily enter the information and personal notes about the piece. She will have created her own virtual gallery and catalogue.

“This is a social art management system, part of the next generation of tools for appreciating art,“ says Boris Pevzner, the former Silicon Valley entrepreneur who founded Collectrium. “Our app makes the experience of visiting an art fair more interactive for the art lover—enhancing the on-site visit, while also allowing visitors to take the fair home with them.”

Pevzner concludes: “We’ve created a bridge between the physical and virtual art worlds by bringing the power of online technology to that live moment of discovery.”

In addition to using the Collectrium iPhone app to automatically identify artworks, visitors to the participating fairs will:

-browse the entire art show catalogue on their iPhone;
-enter images, details and personal notes about works of art not registered in the system;
-view all the programming and scheduling information about the fairs.

Furthermore, the visitors who store their own private collections on the web using Collectrium will have access to their artworks through the same mobile app, alongside the artworks exhibited at the art fairs.

“Collectrium’s image recognition capability is absolutely unique. It’s one reason I see them as the leader in the new breed of mobile and social applications for the art world,” said Alexis Hubshman, Founder and President of the SCOPE Art Fair.

About Collectrium

Founded by Boris Pevzner in 2009, Collectrium is a New York-based company providing innovative technology for discovering and displaying art on the web and mobile devices, including the revolutionary art identification and art similarity tools. Over time, the Collectrium team—which has extensive expertise in the fields of in technology, finance, and the contemporary arts—will offer collectors and galleries integrated services for art storage, appraisals, financing and other needs.

Pevzner’s business ventures are built around a deep understanding of how different kinds of communities can be enhanced and transformed through innovative technology solutions. In 2003 he helped to conceive and develop xfire, a revolutionary social networking online service ($102M exit via a sale to Viacom). He has also co-founded Centrata, a pioneer in cloud computing for enterprise-class datacenters, and conceived and developed Lontra, a leader in service management of Information Technology (IT).

Pevzner is a frequent speaker at IT industry conferences, and he often serves as an advisor to senior technology executives of Fortune 500 companies on issues of IT management and security. Pevzner holds undergraduate and graduate degrees from the Massachusetts Institute of Technology (MIT). He was born in St. Petersburg, only a stone’s throw away from The Hermitage.

General Information

To learn more about Collectrium, visit http://www.collectrium.com.

To download the free Collectrium iPhone app, iphone users can go to http://collectrium.com/iphone or at the Apple App Store.

The public can see the Collectrium iPhone app in action at the Pulse, SCOPE, or VOLTA art fairs from March 3 to 6, 2011. The iPhone apps for these fairs, all powered by Collectrium, can also be downloaded from the Apple App Store.


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Anne Edgar
Anne Edgar Associates
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