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How many aesthetes does it take to hang a Picasso?
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Two. One to order the sushi and one to call ILevel Art Placement and Installation, which opened its first shop on West Putnam Avenue in Greenwich.
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The business grew form a service company founded by David Kassel in New York City.
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“Art is a very personal thing,” said Kassel. “Our goal is to guide our clients with our artistic and technical expertise, while keeping in mind their opinion and desires.”
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Kassel, an accomplished collage artist himself, began the business after realizing the lack of organized offerings in an underdeveloped industry.
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ILevel began organizing and placing art in business and residential settings in 1990.
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According to Kassel the shop expands upon the New York City business by offering its personal consultation services plus a selection of products to arrange and display art, photos and memorabilia.
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Kassel said it is important that the entire staff at ILevel is made up of practicing artists.
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Upon the inception of the Greenwich shop Kassel brought in his now partner Randy Bourne, founder of Exposures Catalog.
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“Our residential clients range from David Bowie to my wife,” said Bourne. “What”™s being hung ranges from expensive antique mirrors, fine art to family photographs.”
According to Bourne, his expertise in home furnishings and product development complement Kassels”™ expertise in design and installation.
“We decided to marry the product with the service,” said Kassel.
ILevel”™s clients include influential designers Albert Hadley, Charlotte Moss and Jeffrey Bilhuber; and corporate clients Citigroup, RBS and the Four Seasons Hotels.
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“Our customers are everyone who appreciates design and is looking for some guidance in attaining that goal,” said Bourne.
According to Kassel, the Greenwich store will cater to Fairfield and Westchester businesses, plus residential clients.
“There are a lot of successful businesses around here,” said Kassel.
Kassel said the affluence of Fairfield and Westchester combined with prominent businesses are part of what has given the business partners the confidence to open up their first physical shop ”“ not only an office providing services as is the case in New York City ”“ while the economy dips.
“There isn”™t much of an industry, we”™re sort of defining the industry,” said Kassel. “There”™s a rag-tag collection of individuals who do this, mostly artists who are supplementing their artist lifestyle, as I was at one time.”
Kassel has two fulltime employees at the Greenwich store who are artists following the trend of the 12 at the New York City office.
“We”™re bringing the artists more into the business side of things,” said Kassel. “You need the inherent appreciation for what they”™re handling. They have the designer”™s eye. We”™re extremely efficient at what we do. There”™s a technical side, doing the job properly, and there”™s the aesthetic side.”
According to Bourne many times the work of art instillations has been left in the hands of builders.
“When it comes to hanging art and it finally comes to that point in a job, a lot of times it can be the contractors that are hanging it,” said Bourne.
Kassel said corporate clients are realizing more and more that their art is an asset.
“Some of these corporate collections are quiet valuable,” said Kassel. “Just from a handling point of view there”™s a sensitivity and awareness of the art. Do you really want the mailroom handling the art? It”™s an asset.”
According to Kassel, ILevel hopes to open stores in Miami, Los Angeles and Chicago.
