Launch
THE IXA
“Retail is tricky right now,” says Jennifer Ridel, the creative director of the Foundation Shop. “Everyone’s wondering how to keep people interested.”
As a result, Ridel launched The IXA (Interiors x Art) with international art consultancy Velvenoir to offer alternative retail options blending art, design and technology by turning architecturally significant homes into temporary showrooms that double as event spaces. Ridel curated the debut house in Venice, California (a Griffin Enright design built by Matthew Parrish) with pieces from JF Chen, Twentieth and Palevsky, and a host of emerging and established artists.
“It’s exciting to see pieces in real life,” Ridel says, noting how a cement-and-rock-salt Fernando Mastrangelo table can seem out of place in a gallery but look natural in a home. Visitors can shop the house in person or virtually via The IXA’s app.
