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.
Jonas Lund is a Swedish artist currently based in Amsterdam (NL). He makes use of a wide variety of media, combining software-based works with performance, installation, video and photography. His practice explores the mechanisms that constitute our shared online experiences: by combining software-based works with media and exhibition strategies not associated with online environments, Lund’s work reveals that the changes determined by the dominant medium of our age affect more than what solely takes place within the medium itself. Jonas Lund obtained a BFA in Photography at the Gerrit Rietveld Academie in Amsterdam in 2009, and recently finished his MA at the Piet Zwart Institute in Rotterdam. His work has been widely exhibited at art institutes, museums and on digital exhibition platforms, including Tent (Rotterdam, NL), New Museum (New York, US), Van Abbemuseum (Eindhoven, NL), Eyebeam (New York, US), W139 (Amsterdam, NL), the Rhizome Download (online) and Temporary Stedelijk 7 (online) amongst others.