Design Visionary Expands Into Digital Art Platform
Renowned Los Angeles-based designer Kelly Wearstler has launched Side Hustle, an innovative art platform that merges physical exhibitions with extensive digital content, according to reports from Forbes. The platform, which debuted October 16 with an exhibition titled “Again, Differently,” represents Wearstler’s expansion beyond traditional design into what sources indicate is a new model for art presentation and commerce.
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Bridging Physical and Digital Art Experiences
The inaugural exhibition is reportedly housed in a historic Beverly Hills pool house previously used by the Broccoli family for James Bond film screenings, now transformed into an intimate gallery space. While the physical exhibition runs through November 16, analysts suggest the digital component continues evolving with studio visits, process diaries, and custom soundtracks available through the platform’s website at SideHustleGallery.com.
Strategic Timing in Evolving Art Market
Industry observers note the platform’s launch comes during significant shifts in the global art landscape. According to the Art Basel and UBS Global Art Market Report, while overall art sales declined 12 percent to $57.5 billion last year, transaction volume actually increased 3 percent. The report states this reflects energy migrating from high-end “trophy” pieces to the middle market where Wearstler is establishing her platform.
Multidisciplinary Artist Collective
Side Hustle launched with ten multidisciplinary creators including Dozie Kanu, Nynke Koster, Leonor Antunes, and Sam Klemick. Sources indicate Wearstler intentionally assembled artists with divergent practices to create creative friction. “We’re engaging creatives across disciplines and partnering on a project basis so they have the freedom to take real risks,” Wearstler told Forbes in coverage published on her Substack publication.
AI Integration in Creative Process
The platform reportedly incorporates artificial intelligence tools, though analysts emphasize this represents augmentation rather than replacement of human creativity. According to reports, Wearstler’s studio uses custom large language models and machine learning to accelerate research and prototyping while maintaining human artistic direction. This approach mirrors developments in other sectors, including the recent Stellantis partnership with PonyAI demonstrating industry adoption of AI technologies.
Comprehensive Digital Ecosystem
Beyond the commerce component, the platform features “Hustle Culture” – an immersive digital environment with curated content, artist profiles, and behind-the-scenes editorials. The experience includes contributions from notable figures including former MOCA director Jeffrey Deitch, producer Kenny Beats, and scent studio Perfumehead, known for creating atmospheres for Byredo stores.
Leveraging Existing Infrastructure
Reports indicate Wearstler is utilizing her 65-person design studio, which typically works on hotel projects and furniture manufacturing, to handle Side Hustle’s fabrication and fulfillment. Her substantial social media following of over 2.5 million across platforms provides built-in distribution, similar to how other platforms are leveraging digital communities for business growth.
Economic Context and Future Projections
The launch occurs as the creator economy shows significant growth potential. According to Goldman Sachs’ 2023 analysis, this sector is projected to reach $480 billion by 2027. This expansion reflects broader economic trends, including those affecting treasury yields and government operations and commodity markets responding to AI and green technology demands.
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Redefining Artistic Value Creation
Wearstler reportedly positions Side Hustle as challenging traditional art world models by emphasizing what she describes as “deep collaboration, not transactions.” The platform features what sources indicate is a unique approach called “Collected Works” that places historical pieces alongside new commissions, creating dialogue between different eras and turning provenance into conversation rather than mere pedigree display.
Industry observers suggest Wearstler’s track record of making distinctive aesthetic choices commercially successful positions her well for this venture, though whether the model proves sustainable long-term remains to be seen as the platform evolves beyond its initial exhibition cycle.
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