The KRONE X WHATIFTHEWORLD ARTIST RESIDENCY PROGRAMME is hosted by Krone and WHATIFTHEWORLD gallery at Twee Jonge Gezellen in Tulbagh. The programme has been created as a platform for the artist-in-residence to take risks—to create ambitious works and installations, without the pressure of a commercial outcome. A place of total freedom for artists to explore their ideas.


We catch up with WHATIFTHEWORLD gallery director, Justin Rhodes and marketing director of Krone, Abigail Rands, to find out more.



What was the relationship founded on?

Abigail: Learning to think in different ways. Getting into a relationship with art is like starting a relationship with an intelligent person, it opens up new horizons and they have a great sense of humour! Both of our work focuses on the collective human experience. Each artwork or performance invites us to hold up a mirror to ourselves, to help us find new ways to move forward in the world.

Justin: The vision for the gallery is to allow artists to take risks and create ambitious works and installations that do not have to be commercial in nature. The exhibitions will be informed by the residency process and the space allows for artists to explore works and ideas that perhaps they wouldn’t be able to do elsewhere. We also aim to grow our annual event into one of the highlights of the Cape Town Art Week.

What is the long-term vision for the KRONE X WITW partnership, both for the gallery as well as for the residency programme?

Each artwork or performance invites us to hold up a mirror to ourselves, to help us find new ways to move forward in the world.

How do you believe that the viewing of art in a rural setting rather than in an urban one changes the reading of the art?

Justin: Geographically the viewers that have made the effort to go out to the farm and see the exhibitions will likely spend more time and have thoughtful engagement with it. There is far less distraction and the works can be immersive. I also love the contrast of extremes – the mixing of contemporary art with a rural setting and the natural environment.

Justin: The gallery creates a counter point to the more historical legacy of the valley, and adds another perspective with a focus on emerging contemporary artists in particular.

Abigail: The family strongly believes in art’s inherent power to shift perspectives on the past, present and future. Art allows a freedom with a release from tradition. The different artists and initiatives in Tulbagh all have very unique voices, which makes for an interesting and open-minded community.

Tulbagh is a town that is known for its art, through Christo Coetzee, Saronsberg collection and other artists who have made it their home and art initiatives in the valley. How do you see this gallery connecting to Tulbagh’s existing art scene?

What are the practicalities of the residency, and is it an outcomes based program or rather a space for creative contemplation?

Justin: The residency is just starting to evolve so at the moment it is focused primarily on gallery artists. We look forward to growing it together with the farm.

Abigail: As the project evolves over time we will discover the structure. For the moment we are letting it develop organically with each residency.

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