Today, April 23, it will open a new online venue, Link Cabinet. As part of the Link Art Center this exhibition space is curated by Matteo Cremonesi. The project Return of Investment by Swedish artist Jonas Lund opens the programming. With Return of Investment Jonas Lund focuses on the financial rules of the contemporary art world, turning Link Cabinet into an advertisement space that anyone can purchase. The web page will host only one ad at a time, and the banner will be replaced only when a new investor will apply for the ad space. Every transaction will result in an increase of the price, calculated on the basis of a rate similar to the average annual return of investment of contemporary art in 2012.
This new project – premiered at Link Cabinet – is a further development in Jonas Lund’s ongoing exploration of the contemporary art world, its social rules and ways of working. The act of buying the web page is at the same time the purchase of an ad space and a financial investment that one can capitalize on by selling to the next buyer: a clear reference to the contemporary art market, where collecting art works can either be an act of patronage or a mere financial investment.