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  • Heather Tweed

3 reasons I ❤️Venice Vending Machine Art Installation

Having recently joined the team at ART-E-MOTION I would like to share my reasons for loving the Venice Vending Machine installation. Scroll down for details on the artist call and how to help keep the project free for everyone.

1. Marina Moreno: Instigator of the installation, Venetian live-art artist Marina is a magical motivator, full of passion for her project and keeping art open to all.

Marina oversees the Venice Vending Machine

2. The Concept: An international Art Vending Machine with a mission to invite the casual visitor to question how much a piece of artwork is worth. A participatory, inclusive artwork that functions on multiple levels without dumbing down.

3. The Location: Picture-book-Venice during the Biennale need I say more?

A lucky visitor collects her prize of artwork

How much would you pay for a piece of artwork? That’s the question artist and curator Marina Moreno will be posing at the Venice Biennale in October.

In return for a response to her question Marina will use a symbolic token to activate a large vending machine, brim-full of circular pods each carefully packed with a piece of selected artwork. In this playful exchange, visitors to the gallery can then enjoy popping open the pod to discover their surprise free artwork to take away and treasure.

Marina believes that art is something that can, and should be experienced by anyone. Alongside arts professionals, curators and collectors, her Venice Vending Machine installation attracts many people who are not in the habit of visiting more traditional art galleries.

Drawing from her live art background, Venice born Marina opens a dialogue to the visitor by posing the question: “How do you value art?”. A simple monetary figure is sometimes the response, the social and philosophical value of art in society are sometimes debated. Marina is open to all suggestions.   As she explains: “Through the game of interaction and the inherent chance of the machine,(an automatic distributor) an exchange takes place for both the artists and the receiver of the art work. The Venice Vending machine is a serious reflection on the dynamics of the art market and the function of the gallery. The surprise and subversion of pre-established rules.”

To keep the project free for her growing audience and the artists involved this year she has set up a crowdfunding campaign where rewards include lots of goodies ranging from a Thank You postcard to a printed catalogue to a top of the range package including an invitation to the private view and named ‘Angel’ status across published media.

The project is expanding and Marina is excited to be invited by the prestigious GAA Foundation to show her Venice Vending Machine at this years festival, hosted by the Seychelles Pavillion at Giardini della Marinaressa.

She is also keen to open up new opportunities for artists and the selected artwork includes some unique and limited edition pieces produced by both established and emerging artists. 250 artists have participated since 2010 in Hamburg and Venice and she is putting out a call to artists across the world to apply for this special opportunity.

So what would you pay for a piece of artwork? Visit the Vending Machine installation at the 57th Venice Biennale 14th – 22nd October 2017 Giardini della Marinaressa, Martiri 30122

For details, updates on venue, and artist opportunities please visit

GAA Foundation:

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