The Surprising Rise of a Commercial Photographer in the Art World
In the realm of photography, there are certain images that transcend their medium, capturing the collective imagination and becoming iconic symbols of a particular era. One such photograph is “Girls in the Windows” by Ormond Gigli. Initially considered an obscure commercial photographer, Gigli managed to crash the party of renowned artists and photographers with this brassy, joyful image. But how did he achieve such recognition in a world dominated by famous names? The answer lies in the photograph itself, its unique appeal, and a well-executed sales strategy.
The Captivating Power of “Girls in the Windows”
“Girls in the Windows” is a mesmerizing combination of glamour and urban grit, evoking a sense of nostalgia for the “Mad Men” era. The photograph showcases a group of women standing in the windows of a New York City brownstone, exuding confidence and a hint of rebellion. The building, now a vanishing relic of the city’s past, serves as a backdrop, adding to the allure of the image. Its vibrant energy and timeless charm captivate viewers, making it a standout piece in any gallery.
The Gallery’s Favorite
Etheleen Staley, co-founder of Staley-Wise, a gallery in SoHo, reveals that “Girls in the Windows” is the one photograph that consistently captures the attention of gallery visitors. It has become a magnet for art enthusiasts, who are willing to pay a significant amount for a copy, despite its widespread availability. Staley attributes this enduring fascination to the photograph’s unique blend of aesthetics and its ability to evoke emotion in viewers.
The Supply and Demand Strategy
The success of “Girls in the Windows” can be partly attributed to the robust supply created by Gigli and his son, Ogden. Starting in 2010 and continuing until Gigli’s death in 2019, the father-son duo produced, printed, and signed hundreds of copies of the photograph. These copies were made in various sizes and on different photographic papers. Ogden, now overseeing his father’s estate, devised a sales strategy that played on the allure of scarcity and exclusivity.
The Vision of Ogden Gigli
Ogden Gigli, a photographer himself, recognized the need to create an inventory of “Girls in the Windows” for the future. He believed that the appeal of the photograph would endure, even after his father’s passing. With this conviction, he collaborated with his father to produce limited editions, ensuring that the image would retain its value over time. This foresight and belief in the photograph’s timeless appeal have proven to be instrumental in its continued success.
Girls in the Windows Inc.
Pittsfield, Massachusetts, is now home to Ogden Gigli’s studio, which could be aptly called Girls in the Windows Inc. Here, he manages his father’s estate and oversees the production and sale of the iconic photograph. Gigli’s dedication to preserving and promoting his father’s legacy has solidified the image’s position as a cultural phenomenon. His strategic approach to marketing and sales has allowed “Girls in the Windows” to transcend the boundaries of a traditional photograph, becoming a symbol of artistry and style.
Conclusion:
“Girls in the Windows” by Ormond Gigli has defied expectations, propelling an otherwise obscure commercial photographer into the realm of artistic greatness. Its enduring allure lies in its captivating power, evoking a sense of nostalgia and capturing the essence of a bygone era. The strategic vision of Ogden Gigli, coupled with a robust supply and a sales strategy that played on scarcity, have contributed to the photograph’s continued success. As it continues to captivate audiences and fetch high prices in galleries, “Girls in the Windows” stands as a testament to the power of an image to transcend its creator and become a cultural phenomenon.
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