Vadim doesn’t want to discuss with me whether or not his work is art. And it’s not that I want to argue with him, my effort towards showing his work should confirm my feelings on whether or not it is art.
The first time I saw one of Vadim’s cloudscapes was at the Burnet Gallery, where his work was included in the ‘Get stARTed’ group exhibit featuring MCAD M.F.A students. I went specifically to the show in search of emerging talent. The gallery had Vadim’s piece displayed on one of the walls that faced the windows, which puts you in awkward close distance to the artwork since you are sandwiched within the 2 feet separating the window and the wall. Staring straight up at the canvas blanketed in blue sky and white perfect clouds, I was willingly locked in.
Disclaimer: I’m one of those people who happens to look at the sky everyday to make a mental observation of the cloud conditions. I’m not quite sure why I’m so obsessed with the sky, other than the fact that it is entirely endless and completely transformable depending on time of day, weather and the position of the sun or the moon. The sky can make your day with clear blue sunshine and ruin another with rain and gloom.
On second thought, perhaps those are reasons enough to be a cloud nerd. The sky is simply all encompassing, a representation of the universe. I’m into it.
Printed on top of the cloud canvas was translucent text, “the sun also rises, and sun goes down, and hastens to the place where it arose.”
I loved it. I loved the way the clear text faded into and out of the clouds, barely discernable. I remember inspecting the piece, trying to figure out what it was… a photograph? A screen print? The medium wasn’t instantly obvious because it was stretched on canvas as if it were a painting. I examined the Google trademark at the bottom and the Google compass in the top corner. Unsettling. What was Google doing there in the midst of my inspirational moment with a work of art? The Google presence kept glaring at me. Maybe that meant it wasn’t art?
The piece sold almost immediately. I Googled Vadim, found his website and subsequently his contact info, and I emailed him. I told him how much I loved his piece at the Burnet show, and was curious where the text was from.
He wrote me back, the text was from Ecclesiastes 1:5.
The Bible. I was floored. I’m not religious, but I consider myself intensely spiritual. Yet something about the connection I felt with from that text on the cloud image wavered when I realized the text was from the Bible. The feeling was momentary though, because I couldn’t stop thinking about the art itself. What Vadim created was crazily powerful. The clouds were perhaps Google generated/digitally produced in some way and the words came from a religious context I don’t identify with, but none of that changed the soulful experience I had when I saw the artwork. Despite being fabricated, it made me stop and observe the way I do the actual sky and more than anything… it made me really happy.
8 months later and we’re 2 days away from opening Vadim Gershman’s Alternative Cloud Research at XYandZ Gallery. Since my first encounter with this work, I’ve gotten the opportunity to work with a graphic designer building a solo gallery show. Vadim is the best kind of artist, the kind that over-thinks everything and takes it all seriously, but stays fully aware of the absurdity of it all. His work is exceptional on several levels and expansive in interpretation. I struggled a bit with writing this piece because I wasn’t sure what to address. There’s the presence of Google, the way in which the work is produced, the argument of virtual vs. the real, the screen-printed texts, which since the Burnet Gallery show Vadim has expanded to include philosophy and art texts. We haven’t even touched on the automated web gallery of cloudscapes generated and built to accompany the exhibit…
The other day, as we worked on patching and re-painting the gallery as pristine white as seems fit to house large scale canvases covered in clouds… I found myself staring at the 10 thumbnails on my computer of the cloudscapes that Vadim ultimately chose for the art works. Even as 2“x2” rectangles the cloud images seemed to glow. Vadim doesn’t simply navigate the sky in Google Street View and snap a shot of the first cluster of clouds he finds interesting. Cloud research requires substantial observation upon which to measure results. These 10 images of the clouds captured in a particular moment are deliberately composed. Imagined as a painting and chosen for some revealing beauty.
The best part is, we haven’t once shown the final works in an image anywhere online, because this art is truly better in reality.
Alternative Cloud Research opens March 31, 2012 at XYandZ Gallery.
Video interview:
Alternative Cloud Research // Vadim Gershman // XYandZ Gallery from Permanent Art and Design Group on Vimeo.


