articul
John Gatev
Mission
Making fine art accessible to everyone, while supporting the artist community in a fair and transparent way.
The challenge
Traditional art ownership is expensive and intimidating, keeping many potential enthusiasts from participating. Galleries can be elitist and inaccessible; buyers often face high costs or aren’t sure what they like before making a purchase. Artists face challenges in getting stable income and reaching a broader audience; they often have large unsold inventories and inconsistent sales cycles. Individuals miss out on the aesthetic and cultural benefits of art due to cost barriers and lack of accessible rental or purchase options.
The solution
ARTICUL offers a subscription-based art rental service that lets individuals display high-quality artworks for a monthly fee. Users can swap artworks periodically or eventually purchase them at a lower “Collector” price. Simultaneously, this ensures fair and recurring revenue for artists through monthly payments, plus potential sales revenue at an equitable split. This positions articul as a simpler, more affordable entry point for art appreciation, while still giving artists a marketplace and direct exposure.