A working animal with long ears and grey fur – Lorenz Seidler has chosen the donkey as a his identifying symbol. Why? The Austrian has many explanations for this choice, each with an underlying sense of humor. The intended function of this figure is to depose art from its high throne; to make it accessible without eliminating its essential importance. This is the very reason why Lorenz established the online art calendar eSeL.at.
Through this platform not only does the art blogger inform Viennese locals about the latest art events, he also aims to engage in stimulating dialogues through commentary and imagery. The initial idea resulted in eSeL-Mehl: a weekly contemporary art newsletter. Today, this cultural newsletter remains an important part of Lorenz’s work and, with over 10,000 subscribers, is the most popular in the Austrian Capital.
Aside from online content and activity, Lorenz’s digital venture also has a physical presence. The eSeL-Reception within the Museums Quarter acts as an interface between visual art and net culture that includes an information desk, shop, and temporary media art displays. In addition, he manages the Gazebo gallery which focuses on the active debate of curated projects within public spaces. If all of this wasn’t enough, Lorenz also develops concepts for the art market, MULTImART, in collaboration with ARTmART and METAmARt. While offering a tour of his home in Margareten that he shares with his wife Katrina, their son Cosmo, and two cats Chutney and Muffy, he discusses why this personal space is an art free zone.
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