ITSLIQUID GROUP
I came here looking for reviews, info. It is very expensive! But I think a lot of people don’t know how expos work, expos are paid by galleries & artists to have a space in a warehouse/ large conference space etc. Expos cost money, the organizers have to pay spaces, even if they make deals with hotels or whatever, they have expenses of marketing, rentals, promotion, printed materials. It’s not going to be free, and they can get away from not disclosing upfront the cost because it’s understood that to take part in an art fair/expo, you pay the space/ print etc… Unless you’ve a name and bring clout to the even, they might invite you to bring reputation to an art fair. What I wanted to learn is if there is good promotion, a considerable audience especially of buyers, if galleries or curators go see the work, if artists get to network with them, if artists actually sold art + made money on top of expenses or broke even. My biggest problem is the quality of work they seem to show, which is mostly bad, almost manufactured – many curators are so snob but choose crappy work, other people who actually have some unique vision, don’t have a career, a chance to show etc. – but with this group, there’s really no curatorial sense! The prices are even higher now, they’re charging me E1263./4 medium works incl. taxes, to take part in the Barcelona Contemporary. it’d have been nice to read more professional opinions on the whole thing. I’d be ok paying some if it meant organization, great marketing, sales, connections, reputation building …
18 comments
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Anonymous
They accepted some of my artwork, but I was so unsure about everything because I for some reason can’t find any receives.
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Anonymous
I’ve been exhibiting with them in Venice and Rome, I’m also planning an exhibition in Barcelona in october and my experience with them has always been good!
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Anonymous
How has working with them helped your career? Did you sell any of your art at their exhibitions? Did you get an invitation to show your art in a prestigious gallery? Do you plan to continue paying Itsliquid in the future?
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Anonymous
Hi everyone! I would like to make some clarity about this, as after many years I randomly learnt they have moved their venue to another location in Venice and I was completely surprised this thing it’s still alive. I worked for them aka Luca, the “owner” for different months during the summer of 2018 I believe, for a stage experience after high school. First of all I’d like to share that job wise it was cool as there was a back office part and also an active part to actually install artworks for vernissages. When I found this job I knew the pay was not high but at the end was only € 300 per month and this was a full time job or at least not less that 6 hours per day, so just from this you can get an idea of the mindset behind it. The guy who created this group is the classic con italian man who thinks he’s better and more sharp than everyone else, also he is classic narcissist who will manipulate narrative and people to get what pleases him, regardless of morality or humans feelings. He was smart enough to create a company to basically scam people but legally. As I red from comments, you guys are completely right, there is no selection in artworks or artists, as behind the screen there isn’t any kind of professionalism, study, or expertise. The girls who were with me were not trained at all, to get hired the only skill would be to speak english and be able to use a computer, that’s it. We would have to search for whatever type of artist and contact them as if it was a call center with pre-set phrases to catch the attention of new unknown artists who to get their artworks somewhere to be seen and expose they would have gone as far as paying a fee. Back then I remember the fee to participate was about € 300 something, now I red it’s thousands wtf!
Because there is not really a selection, the shows would be completely random and disconnected, to be honest also low quality as they would take whatever ugly or bad as long as they would pay. After the fishing part, when the artist agreed then came the fun part, the artwork would have been shipped to us in Venice and we would print captions, brochure and set everything for the show. We were alone most of the time so this was fun, but I’ve always had this feeling—like they were deceiving people with a false promise of providing visibility when in reality people participating the openings were Luca’s friends, people from facebook groups friends of friends etc.. like random people just to create the illusion of a crowd or an exclusive event, but in reality there was no visibility no people with and artistic background etc.. Everything was a scam. The website they run is literally managed by students with no prior experience who copy and paste random articles from the web to generate hype and create the impression that they are experts with a genuine interest in the art world. I don’t want to imagine what it’s like now with the advent of artificial intelligence. What really upset me was that I genuinely loved the job, yet it obviously went against my principles; despite my efforts to find interesting projects and organize great events, I couldn’t come to terms with the fact that these artists were paying without getting anything in return. I recall also prominent architects responsible for monuments and public artworks in their home countries—took part as well. To this day, it remains a mystery to me how they did not to realize just how bizarre and fishy the situation was. What ultimately saddened me the most was that I had also started working as a personal assistant to the owner, Luca. I remember organizing and coordinating his move from Southern Italy to Venice; I was in touch with his family and managed aspects of his life, such as appointments. So, one day, I proposed that he hire me under a proper contract, because I was truly determined to turn this job into something beautiful and significant. In any case, I was earning far too little money for the work I was doing, which was immense and wide-ranging. Naturally, being the typical Italian he its, there was no reasoning with him. He told me I’d be better off leaving, and that he’d always find another young girl to screw over anyway. That gives you an idea of what a despicable person he is. He used the main studio on weekends to throw private parties, and then we’d arrive on Monday to find dirt and trash everywhere—we even found a pair of underpants once. That’s the only reason he keeps this business going: to indulge his own sordid whims, underpay people and treat them like slaves, feel important at events, and have people tell him how great and handsome he is. It’s pathetic. So, ultimately, don’t fall into this trap; unfortunately, this company is in the hands of a truly slimy, unscrupulous person who couldn’t care less about art (not that he has any expertise in the matter anyway). This man is not Venetian, and I want to make that clear because I do not want to see his name linked to our wonderful city. If you come to Venice, know that there are a thousand other opportunities for emerging artists. I hope this story has been useful to someone in fully understanding the issue. Byeee and good luck!
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Anonymous
Just received the flattering random email saying “we have visited your website and we are very interested in showing your work….” My suspicions also aroused by the very short deadline for submission of proposal =ie about 4 days from receiving the email – well known tactic of pressure selling/scams. From what I have read here and elsewhere I won’t follow through on this
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Anonymous
received exactly the same right now!” How are you? This is Amaride Ferrante, Art Curator at ITSLIQUID Group and we have already been in contact, as we invited you to present your works in our exhibitions in the past.
I’m reaching out because we would love to invite you to consider participating in BORDERS ART FAIR 2025, the flagship event of Venice’s artistic calendar, running alongside the Venice Biennale.https://www.itsliquid.com/call-borders-venice-2025.html
BORDERS ART FAIR 2025 is divided into 3 appointments:
Hybrid Identities – May 23 – June 06, 2025
Secret Spaces – June 26 – July 10, 2025
Future Landscapes – July 25 – August 08, 2025Participation in the Borders Art Fair during the Biennale is a strategic opportunity for artists to elevate their careers.
The Biennale attracts art professionals and collectors, offering an ideal environment for the recognition and appraisal of artworks. Exhibiting in this prestigious setting not only increases visibility but can also positively influence the market value of an artist’s work, helping them establish or strengthen their presence in the global art market.
Furthermore, this prestigious event will be accompanied by an exclusive printed catalog, showcasing all participating artists and ensuring lasting visibility for their work.
Send me the number and dimensions of the work you’d like to present so that I can create a special participation rate for you.Alternatively, please be informed that we are organizing also collective exhibitions in Rome, Barcelona and London, and we can also offer a private room for your work and organize a solo exhibition in other cities if you wish.
I’m looking forward to hearing back from you. Wishing you a wonderful day!
Best regards,
Amaride Ferrante
Art curator
Arch. Luca Curci
Director
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Anonymous
Thanks for your comments! I was quiestionning myself if I should do it and if there were any chances to make some sellings but youanswered my questions 🙂
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Anonymous
I exhibited at Itliquid Rome Art Fair 2024. Total scam. The gallery was awefull and the work was hung poorly. I agree it is a scam for foreign artists and the shipping was outrageous and my only option. BEWARE
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Anonymous
ITSLIQUID Group has reached out to me to place 2 of my artworks in their 2025 show with a deadline for acceptance of 8 days. Sounds like a vanity gallery scam. I looked at some of the artwork they displayed over the past 5 years……..some are skilful but some are truly terrible amateur rubbish.
It’s a scam. -
Anonymous
Thanks zaszor, this group of artists keeps sending me emails about exhibiting and they are enticing. But it’s good that I didn’t get caught. I think that there should be no payment for exhibiting works if the gallery wants to represent the client. And I also pay a lot of money for gallery representation and exposure.
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Anonymous
I participated in the Rome Art Fair 2023, and I must say it was a disappointing experience. Despite the high participation fee of over 600 EUR, there was no marketing effort in the city of Rome, just free Instagram stories. They also suggested using their service to deliver my paintings, but it turned out to be a standard uninsured DHL courier with a 20-30% markup on the official price.
The opening at Medina Art Gallery went quite well. However, during the rest of the week-long exhibition, I noticed that the exhibition space was often closed during the advertised opening hours. This happened several times when I tried to show my friends (who had come to Rome specifically to see the exhibition). When I called, the guard, who was in a neighboring building, claimed he had just stepped out for coffee, but I found this hard to believe. Even when he did open the exhibition space, he didn’t bother to open the second area.
In summary, they seem to have no interest in selling the artworks since they already make money from the participating artists. Don’t fall for this trap.
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Anonymous
A classic vanity gallery scam for foreign artists. The gallerist trusts that the artists will not visit the gallery again after the opening. I don’t think anyone else goes to these galleries either, ever.
When visiting Rome, would you go to these vanity galleries to see the work of other artists if your own art wasn’t on display? Be honest!
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Anonymous
Is this the same ITSLIQUID that is founded in 2001 by Luca Curci? How much is the fee for artists nowadays?
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Anonymous
I also have been talking with them, but I decided not to participate in it. It just doesn’t feel… right.
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Anonymous
I feel you bro! Completely agree with you and have exactly the same feelings. I Almost closed a deal with them for an exhibition in Barcelona and backed up last minute because of the expenses. Unfortunately it looks like we have to put money in order to -maybe- get some money back. Money that we do not have in most cases. Where is the art?
Anonymous
Thank you everyone for your sharing. I’ve also received the same email and was doing some research to understand their credibility. Hopefully soon enough they won’t be able to scam anyone because they’ll be too exposed