Interview with Barbara Markoff, Art Consultant and Photographer

When it comes to experts in the field of art in the healthcare art market Barbara Markoff stands out among all the rest. Her career as a leading corporate and healthcare art consultant spans decades and she is responsible for having placed artists’ works of art in many public collections. Markoff is also the author of Becoming A Corporate Art Consultant, available on Amazon. In 2017 she increased her activity as a photographer and now her work graces the walls of many hospitals. I am honored to present this interview with Barbara Markoff, art consultant and photographer. She shares her expertise, experiences and advice for artists as a multi-talented business person.

Furthermore, I am delighted to announce that Barbara has served as a Special Recognition Awards presenter in the Manhattan Arts International  juried online art exhibitions.

Update: Since this interview was published Barbara has decided to focus more on her photography. You will see a few of her spectacular photographs at the end of this interview.

RP: Why did you decide to become an art consultant?

BM: Honestly, I did not set out to become an art consultant. I have a Masters Degree in Art Therapy but was laid off from my job in 1982. I was unable to find work in the field of art therapy due to social services budget cuts. I started selling art and framing to retail and corporate clients and Artrageous! began to grow exponentially. I enjoyed art consulting so much that I never returned to the profession of art therapy, however; my background in art therapy has helped me land many healthcare projects.

RP: What services do you offer and who are your clients?

BM: As an art consultant I offer a turn key service which includes art concepts, art procurement, site specific art commissions, art budget development, custom picture framing, printing services, art placement, and art delivery and installation. The majority of my current clients are in the healthcare sector though I have worked with clients in banking, law, commercial real estate, telecommunications, manufacturing, technology, hospitality, entertainment, biotechnology, and sports teams.

RP: What is the most rewarding commission/installation you’ve had the pleasure of placing?

BM: The most rewarding site-specific art commission was the outdoor ICU patio at Methodist Hospital of Southern California in Arcadia. I worked with San Diego based artist, Christie Beniston who created nine large mosaics panels, one at 120” x 36” and eight at 20” x 36” using the theme of California wildflowers. The outdoor patio, designed as a retreat and quiet area for visitors and patients, provided a tranquil and welcoming space for reflection and solace. The mosaics were placed in stucco wall niches designed by the hospital architect with the intention of using artwork. Christie Beniston’s colorful mosaics were the perfect fit for the space.

RP: What trends do you forecast or observe for 2019 in the corporate and/or healthcare industry?

BM: In healthcare I see a trend toward softer colors in nature related imagery. Macro photography is becoming more popular. In California art decision makers are steering away from heavy, bold imagery and more apt to specify pastel color palettes. The recent trend in healthcare is using local imagery which instills a sense of familiarity with patients.

RP: What was the most challenging project you ever installed?

BM: The most challenging commission was an 18-foot long art installation that we hung on a hospital entrance wall. In compliance with California code dictating that hospital artwork cannot weigh more than 20 pounds and cannot protrude more than 4” from the wall, California artist Teresa Camozzi created panels consisting of original paintings on canvas and acrylic, printing on acrylic, and printing on canvas. The varied sized panels were installed with standoffs and the panels overlapped. The challenge was drilling into a wall with metal behind it and at the same time making sure the spacing worked as designed. The entire installation took 16 hours with three installers. It was very well received by the hospital administrators.

RP: How do you select the artists for your projects?

BM: Many factors come into play when selecting artists for my projects such as the culture and personality of the client, budget and size of the project, location of the building within the community, scale of the walls, integration with interior design elements, and turnaround times. I meet with the decision makers early on to get a sense of their art preferences. Once I gather all the information needed, I select artists that are best suited for the space taking into account all of these factors. My goal is to make each project inspiring, unique, fresh, within budget, and on time.

RP: Do you have any advice for artists who want to sell their art in the healthcare industry?

BM: I advise artists to think about producing artwork that is characteristic of their specific community. I have found that healthcare art decision makers are seeking local imagery whether it be site specific sculptures or nature photography. For example, in San Diego, it is common to find site specific wall sculptures with themes of waves or a grouping of mosaics in shapes resembling surfboards. In California the art budgets in hospitals, clinics, medical office buildings, cancer centers, and senior living communities are quite substantial.

RP: When did you start to pursue your own photography professionally?

BM: In 2017 I began to pursue my own photography. I studied photography in college and graduate school, but as director of corporate art sales at Artrageous!, I never had time to pursue it professionally until 2017. As I began to travel more and work less I began to focus on my photography. Now it is an integral part of my art offerings. While I still specify artwork for clients, it is on a three-quarter time basis allowing me time to pursue my interests of photography and travel. You can see my photographic images on my website theartconsultant.biz by going to “Barbara’s Local Images” and “More Images by Barbara.”

RP: What is the focus of your photography?

BM: Living in Southern California, I am surrounded by naturally beautiful seascapes and landscapes which inspires my photography. In the past when I developed art programs for corporations and healthcare clients many of my art concepts centered around local imagery. While it was easy to find nature related photographs, finding specific images of San Diego was more difficult. Photographic imagery of Southern California was under represented and scarce. Fortunately I had two staff members at Artrageous! that would shoot local images for me. The under representation of Southern CA imagery was the key motivation for me to develop my own portfolio of images. At present time, I have over 1,000 images of San Diego and Southern CA that I have taken.

RP: Besides California scenes, do you have other photography subjects and themes?

BM: I also travel extensively in Europe, and I am creating an interesting European portfolio as well.

RP: Where have your photographs been placed?

BM:I have sold my photographs to Scripps Memorial Hospital in Encinitas, Scripps Clinic Encinitas, and Scripps Clinic La Jolla. Within these facilities my artwork has been placed in a GI lab, outpatient rehabilitation center, waiting rooms, hallways, doctor offices, and executive suites. I have also sold my images to other art consultants who have placed them in technology and healthcare settings.

RP: What events are coming up for you with your art?

BM: I recently signed a contract with Top Art, an art publishing company based in San Diego. They will wholesale a select group of my images worldwide to art consultants, interior designers, and art specifiers.

RP: Barbara, thank you for this interview and serving as a Special Recognition Award presenter for the  Manhattan Arts International  online art exhibitions. How has your experience proven to you that art has the power to heal?

BM: I often revisit hospitals and clinics where I previously placed artwork to add additional pieces as areas become remodeled. Patients express how impactful the artwork has been in terms of helping them relax as they take notice of their surroundings. When viewing local San Diego scenes, for example, patients have told me stories of hiking experiences, beach outings with family and friends, and even first dates taken place at the exact location of the photographs I have installed. Patients thank me for making their healthcare experience less stressful. The positivity these patients express is quite discernible. Over the past decade we have definitely come a long way in providing healing and welcoming environments for patients.

RP: Barbara, thank you for everything you are doing in the field of art for healthcare.

Visit Barbara Markoff’s website theartconsultant.biz