Every day we change something
The Moss gallery is a place to show that sort of work. “I put the word ‘store’ on one window and ‘gallery’ on another but I might have the same things in both places,” Moss says. “I’m doing that to have people be confused.” The most recent exhibition was a collection of one-off Swarovski crystal chandeliers and art objects designed by the likes of Tom Dixon, Ron Arad and Tord Boontje and priced from $3,950 to $140,000.
But this raises an important question. Isn’t art-as-design a somewhat obscene luxury, created only for the rich? Moss prides himself on an ability to “put $5 things next to $50,000 things and hold both of equal value”. But he also acknowledges that his is an elite market and makes no apologies.
He says he was forced to “trade up” after the September 11 attacks, which closed the store for a week and kept international visitors away for two years. “Suddenly I didn’t have tourists buying the $35 things, so I needed to sell more $20,000 things. I had to redo the shop, to include more costly objects, Baccarat crystal, Meissen porcelain. Also, I’m now 11 years older than when I started and the customer is 11 years older, more broad-minded, hungrier, more aware, more intelligent. So I’m going to a fuller brief with things that are more expensive.”
As if on cue, one of his 35 employees walks by, carrying a large wooden-and-wool sheep under his arm. Moss laughs. “It’s from this company in Germany that makes traditional toys, so I give it a function – it’s a stool – and I sell it for $1,000. I’ve sold 60 since December. That’s $60,000 that I’ve sold in sheep. I mean, why would someone buy it? But I’m very appreciative of the fact that they do.”
But this raises an important question. Isn’t art-as-design a somewhat obscene luxury, created only for the rich? Moss prides himself on an ability to “put $5 things next to $50,000 things and hold both of equal value”. But he also acknowledges that his is an elite market and makes no apologies.
He says he was forced to “trade up” after the September 11 attacks, which closed the store for a week and kept international visitors away for two years. “Suddenly I didn’t have tourists buying the $35 things, so I needed to sell more $20,000 things. I had to redo the shop, to include more costly objects, Baccarat crystal, Meissen porcelain. Also, I’m now 11 years older than when I started and the customer is 11 years older, more broad-minded, hungrier, more aware, more intelligent. So I’m going to a fuller brief with things that are more expensive.”
As if on cue, one of his 35 employees walks by, carrying a large wooden-and-wool sheep under his arm. Moss laughs. “It’s from this company in Germany that makes traditional toys, so I give it a function – it’s a stool – and I sell it for $1,000. I’ve sold 60 since December. That’s $60,000 that I’ve sold in sheep. I mean, why would someone buy it? But I’m very appreciative of the fact that they do.”




