By Sean W. Poole

A gorgeous coffee table book that combines English and Spanish in one edition, “Gattorno: A Cuban Painter For The World” would be a welcome addition to any art-lover’s collection, particularly those with a taste beyond the established art canon.

The book details the career of Cuban/American artist Antonio Gattorno, whose death caused his body of work to fall into the gray area inhabited by artists of less-than-superstar, more-than-amateur status. Fortunately, Sean Poole, a recognized expert in the art of Salvador Dali, was called in to appraise a collection of Gattorno’s work by a determined surviving relative.

Much to his delight, Poole has rediscovered a man whose work influenced the art world of his time, a creative chameleon whose body of accomplishment showed that he could work successfully in several mediums and was never satisfied being pigeonholed in any particular stylistic camp.

Why has Gattorno’s work been largely overlooked? His lack of self-promotion, his refusal to play to critics, his lack of superior management are all cited. His long estrangement from being thought a purely Cuban artist also plays a part in the lack of recognition. It may be hard to believe, given what passes for artistic genius in the 21st Century, that there once existed a creator who eschewed the limelight and made art to satisfy him. But that is Gattorno’s story, made all the more remarkable by his relative estrangement from the art establishment. He is truly a rediscovery in the classic sense of the word, and his remarkable body of work is lovingly recreated in the book, which covers a selection of oil painting, ceramics, works on paper and other mediums.

Readers with a taste for the underdog will find much to enjoy and learn from in Gattorno’s story. If nothing else, the book raises the question of how many other genius-level artists have been overlooked by the commercial establishment. It is the world’s loss if the answer reveals many who exhibited the quality output of Antonio Gattorno.

MARKETING:

We will presume for the moment that the publishers of this book understand the power and appeal of the story to the Cuban and art community. Thus, let us focus on those who would be receptive to it, but may not come across it in traditional bookstores or art locations.

The key to reaching such a customer lies beyond the bookstore. Indeed, the Gattorno book, like many such examinations of art, is something that should be packaged with the accoutrements of enjoyment and savored in private. Thus, we would suggest looking at ways to place the book in an impulsive-driven environment that would cause the casual reader to contemplate buying the book when they’re making another purchase.

For example: many publishers of art books have had great success working with wine shoppes and crafting a display that pairs their book with suitable vintages, suggesting the two work in tandem. A rich Spanish rojo and Gattorno’s book, some cheese and grapes are a perfect rainy Sunday afternoon for those with refined tastes. The retailer can be given a cut of the book’s cover price, or other deals not involving money can be worked if the publisher is providing the display.

Another suggestion: many restaurants are looking to create reasons for customers to visit them on evenings that aren’t quite as busy as the weekends. Special presentations in the restaurant paired to an evening with a particular artist have done wonders for publishers. The book can be given away as part of a special package, with both restaurateur and publisher taking a cut, or presented as a special “thank you” to those customers whose bill total exceeds a certain level. Such indirect sales experiences can also be paired with complimentary couponing from related businesses in order to make up the price shortfall that comes from any such arrangement.