Art Nova USA Opens the First Gallery in the USA Dedicated to the Soft Paintings Art Technique

January 22, 2015 (MMD Newswire) — As the exclusive North American gallery offering the innovative artwork technique known as “Soft Painting,” Artnova Studio & Galleries has opened its first destination outside of its home base in Jerusalem. Renowned as the only studio in the world dedicated solely to the creation of these innovative works of art, Artnova USA employs a team of creative, dedicated and highly trained artists.

The unique technique behind Soft Painting utilizes synthetic acrylic fibers made from recycled plastic bottles in a wide variety of shades-substituting traditional oil- and/or or water-based colors used in standard paintings. There is no brush used in the creation of soft paintings. Instead, the artist uses a needle to fasten materials to the “canvas,” painting works with strings instead of a pencil, and fibers instead of colors.

After an artist completes their work, the canvas is backed with an industrial felt and compressed. This unites the fibers and materials into the fabric, creating a one-of-a kind enduring work of art.

The innovative concept was developed by local artisans in Jerusalem, who created shapes using fibers, pieces of synthetic felt or burlap and colorful acrylic strings of different thicknesses-ultimately “painting” with these materials to create wonderfully imaginative images. Today, it is renowned as a breakthrough in original artwork.

Because of the texture and potential grand scale of Soft Painting, the works are ideal for commercial public spaces, with no restrictions on the size, softness, color and shape of Artnova’s creations. Paintings are available frame-ready, stretched on an internal hidden frame or made into tapestries

Artnova’s countless Soft Painting clients comprise private homes, offices, hotels, banks, museums & galleries, and public buildings around the world. The works are also an ideal solution for locations where frames are not feasible-including entrance lobbies, conference rooms & halls, stairwells, yachts and aircraft.

Among its clients: The Tel Aviv Exhibition Grounds, the Prime Minister’s Office, The Attorney General, Ports Authority, Ramat Gan Diamond Exchange, Motorola, Pioneer, Hilton Hotels, the Plaza Hotel and Maccabi Care Centers. Artnova’s works are also displayed in some of the finest galleries and museums in the U.S., Germany, Germany, Canada and South Africa, as well as: Moshe Castel Museum (Israel), Arte Gallery (Jerusalem), and The Modern Art Museum (Rome).

ABOUT ARTNOVA STUDIO & GALLERIES

Artnova Studio & Galleries was established in 1989 as an innovative space for artists to design and create Soft Art Paintings. The new Artnova USA in San Francisco is open to the public as a “celebration of art & color,” with free admission.

ABOUT ARTNOVA USA’S HOME ARTISTS

Johanan Herson is Artnova USA’s featured on-site Soft Painting artist, who designs & delivers an exclusive collection for the facility. With a varied and rich curriculum of oil paintings and artworks of various kinds and materials, his works are based on emotion, intuition, sensuality, the combining of colors & shapes-and foremost, his imagination. Johanan’s Soft Painting style is figurative with a clear tendency toward the abstract.

In addition, Artnova has a team of other veteran artists who express their ideas in bright, bold, original works, including figurative, abstract, reproductions and/or landscapes. Among them: Viktoria Talaevsky’s passion is flowers, landscapes and abstract works; Elena Yampolsky favors folk dancers ; while Shai Mendel Shaked and Alycia Dighorka-Artnova’s newest creators-are still developing their individual styles.

For more information, feel free to visit www.artnovasf.com or call 1-800-214-4119. Send emails at [email protected].