By Giulia Piceni. Cover image: Spazio, il vuoto su cui tutto giace. Cristiano Carotti solo show.

With his sunglasses and tattoos, he exudes a fusion of the Italian rapper Salmo and a 70s rockstar. Giacomo Guidi, the Head Director of Contemporary Cluster, defies categorisation. A postmodern poète maudit seeking solace in the arts and philosophy, Giacomo embodies a creative force whose presence captivates the students of Istituto Marangoni Firenze. During a talk held in the school’s library, they hung on his every word. Alongside his collaborator Greta Conti, they stand as the driving forces behind Contemporary Cluster, an avant-garde art space in Rome that transcends traditional art gallery boundaries, pioneering new approaches in Art Business to exhibit contemporary art. Ready to be surprised by his approach?

What does it mean to be contemporary in the art world?

“To work with the contemporary, you must first understand what it is”, states the Head Director of Contemporary Cluster Giacomo Guidi, a rockstar-looking figure ready, behind his deep-black sunglasses, to surprise the students with an unexpected yet highly welcomed lesson on philosophy. 

The term ‘contemporary’ means belonging to the present time. Anything that is constantly changing cannot be fully understood. We can comprehend phenomena that have clear beginnings and ends, but working effectively with the contemporary requires observation, as it can be observed but not fully grasped. Guidi believes that a contemporary operator is a keen observer who can distinguish the events that are destined to endure amidst the many occurrences. It is crucial to differentiate between contemporaneity and extemporaneity, as the latter lacks temporal connection and is, therefore, temporary. According to Guidi, true contemporaneity is linked to the past, as described by Saint Augustine. His work as a player in contemporary art is to identify phenomena rooted in history, as these have future potential. Contemporary Cluster serves as a radar, detecting, amplifying, and grounding contemporary phenomena both within and beyond the gallery space. The gallery aims to observe and exhibit various facets of contemporaneity, rejecting the compartmentalisation that has been prevalent since the 1990s. As Guidi emphasised, all forms of creativity, whether in fashion, design, photography, or other fields, share a common contemporary essence. 

How do you train a personal radar towards new trends in Art Business?

And what should we train to capture the intangible and fleeting elements of contemporaneity? Guidi believes that extensive study is all it takes. To grasp the immaterial essence of contemporaneity, he emphasises the importance of perception. As Jean-Paul Sartre accurately noted, “In art, you can only see what you know.” Therefore, it is essential to have a broad understanding similar to the Renaissance attitude of perceiving things from a 360-degree viewpoint. Perception, like a radar, must extend around and beyond oneself, as illustrated by Vitruvian Man.
This perceptual skill, like any other, requires training. Lacan’s notion that “perception means being perceived” highlights the need for sensitivity in perception. 

What defines creativity?

Creativity, according to Giacomo Guidi, refers to breaking the rules. Artists have to keep pushing themselves to surpass their own standards and norms. This process, according to French thought, leads to a qualitative understanding of things by stepping out of comfort zones and broadening horizons. Creativity is, therefore, a response to mortality, a desire to leave a lasting legacy. By disrupting rules, creatives strive for immortality by facing the transience of life.

How do you turn all your ideas for an art-related job into reality?

Guidi uses Steve Jobs as a prime example of creativity going hand in hand with business, emphasising his philosophical approach to innovation. In our contemporary era, technological advancements, epitomised by smartphones, shape our creative landscape, as they are the primary technique of our time. In this sense, Guidi’s views align with contemporary Italian philosopher Severino, who believes that our destiny is connected to our technical manifestations.

“Creativity is not a 9-to-5 job but a way of life that is inseparable from one’s identity. A true creative is not afraid to explore uncharted territories, rejecting to believe that utopia is unattainable, and instead embracing it as a vision of what can be”. 
Guidi mentions Nietzsche’s metaphor of the camel burdened by societal norms, urging creatives to break free from the weight of conformity that can hinder the creative flow. The creative person is like an avant-garde in battle, leading the way despite the risks, detached from the crowd yet guiding others with a vision in mind. 
“Creativity thrives on uncertainty, challenging individuals to embrace the unknown. It is essential to keep this in mind before accepting a creative job”.

Can creativity be trained in Art Business?

As a creative individual, crafting an image is one of the most important exercises.     
Guidi emphasises the importance of mental visualisation, meticulously detailing every aspect of the envisioned creation. He believes that how we perceive things shapes our own responses but also those of people around us. Guidi’s approach to his work in art with Contemporary Cluster involves meticulous planning, often starting a year and a half in advance. Yet, he is also comfortable with the idea of making mistakes, viewing vulnerability as a source of strength. He believes this openness to imperfection empowers artists to push beyond their previous limits.

Guidi’s collaborative process differs from traditional approaches, as he encourages unrestricted exploration, believing in the artist’s inherent ability to push beyond their past achievements. His philosophy reflects a contemporary Renaissance where various art forms come together to create infinite possibilities. Whether it’s a poet facing a blank page, a musician staring at a blank sheet of music, or a painter with a fresh canvas, Guidi sees the same potential for creativity. He encourages artists to break free from self-imposed constraints and let their creativity to flow freely. This, he believes, is the key to unlocking boundless creativity: the ability to surpass limitations and embrace the infinite potential of the ‘blank canvas’.

An Alumna’s Experience in Art Business at Contemporary Cluster

The floor was then given to Greta Conti, an alumna of Istituto Marangoni Firenze who has been with Contemporary Cluster since 2020. Initially a project manager, she now serves as the gallery director, having progressed through various roles within the organisation. Since their relocation to Palazzo Brancaccio in 2021, they have expanded their activities to include trade fairs, a venture Greta finds particularly fulfilling as it allows her to showcase the gallery’s offerings worldwide.

While Greta acknowledges the value of her Art Management Master’s course at Istituto Marangoni Firenze, she credits much of her practical skills development to her on-the-job experience. Working closely with Giacomo Guidi, she honed her art management and administration skills, which are crucial when navigating the unpredictable demands of the art world. Greta stumbled upon her journey into gallery management by chance, initially seeking to explore the field on a whim. However, her passion for the dynamic environment grew quickly, fuelled by engaging collaborations both within and outside the gallery, including partnerships with the municipality of Rome and a residency programme for local artists.

The approach of Contemporary Cluster on the art business and scene

Contemporary Cluster’s distinctive approach includes staging exhibitions in lesser-known museums, showcasing Rome’s artistic talent to wider audiences. The ultimate goal is to foster mutually beneficial exchanges, bringing artists to Rome while also promoting Roman talent internationally. Despite Rome’s underappreciated status in the contemporary art scene, initiatives like theirs, alongside independent spaces and prestigious events like the Quandriennale, are positioning the city as an increasingly promising art capital.