Keep It Curated: Gallery Wall Art Is Coming to Keep It What

Keep It Curated: Gallery Wall Art Is Coming to Keep It What

Most wall art sold online is a stock photograph with a filter on it. You have seen the same eucalyptus stem and the same abstract arch in nine different shops, because they came from the same library and the shop's only real contribution was the frame.

Keep It Curated is the opposite of that. Every piece in it was made for this collection: composed, painted and graded one at a time, then printed here rather than drop-shipped from somewhere we have never visited. Sixty-two designs at launch, across two ranges, and not one of them exists anywhere else.

The collection is not on sale yet. This is the early look.

What Is Actually In It

Two ranges to begin with.

Pets is the larger one, and it is the reason the collection exists. A wire-haired terrier standing at a pub pool table with a cue and a pint on the rail. A ginger cat in a velvet coat, mid-chapter, in a candlelit reading room. A dog on the terraces in a knitted scarf under floodlights. They are painted in the manner of classical genre paintings, which is a deliberately straight-faced way of treating a subject that is inherently funny, and it is why they read as art on a wall rather than as a novelty.

People does the same for the human members of the household. The chef at the pass. The barrister. The green jacket on an immaculate course. The dunk, airborne in a darkened arena.

Both ranges are organised into collections you can browse by theme — everyday legends, sport, occupations, the masters, military and historical, travel, fantasy, music and vintage print.

Four Ways to Hang It

The same artwork, four physical objects, and they are genuinely different things rather than the same print at four markups. Prices are on each design page.

Rolled print. Giclée on fine art paper with a printed white border, rolled in a tube. The one to buy if you already have a frame you like, or a framer you trust. Five sizes, from A3+ up to 84 × 61 cm.

Framed print. Fine art paper behind a deep museum-board mount in a hand-finished frame, in oak, black or white. Six sizes, from 30 × 40 cm up to 60 × 80 cm. It arrives ready to hang, which for a gift matters more than it sounds.

Canvas. Stretched over a solid pine frame with the edges wrapped, matte, no glass. Three sizes, A3 through to A1. Canvas suits the painted pieces particularly well, because there is no reflective surface between you and the brushwork.

Acrylic. Face-mounted behind polished acrylic, high gloss, floated off the wall on hidden mounts. Three sizes, the same as canvas. It gives the deepest blacks of the four and it is the one people stop and look at twice.

Why It Took So Long

Because the first version was not good enough, and we printed it anyway to find that out.

Artwork that looks right on a screen does not automatically look right at A1 on a wall two metres away. Shadows that read as moody at thumbnail size turn into muddy black. A composition that is charming at 400 pixels can be oddly empty when it is 84 centimetres across. Every piece in the collection has been through a colour and sharpening pass built specifically for print, and then checked at the size it actually sells at.

We also rebuilt how you see it before you buy. Each design has a room view that puts the piece on a photographed wall at its true physical size, so an A2 looks like an A2 and an A1 looks like an A1 — which is the single most common thing people get wrong when buying art online, and the most expensive one to get wrong.

What Happens After Launch

The ready-made collection comes first. After it, the part we are most interested in: the same artwork with your own pet or your own family in it, painted into the scene rather than pasted onto it.

That is a bigger piece of machinery and it will follow separately. If the idea of your own dog at that pub pool table is the bit that interests you, it is coming.

The Practical Bits

Ready-made pieces are dispatched within about five working days. Delivery is standard UK, 3-5 business days from dispatch, free on orders over £75 and £4.95 under. International orders take 7-14 business days with rates shown at checkout.

Everything is made to order, so we cannot accept returns or offer refunds on the collection unless a piece arrives damaged or defective — in which case send us a photograph and we will replace it or refund you in full.

Be There First

The collection goes live shortly. If you want a look before it is announced properly, browse the range and have a wander through the collections — the artwork is all there to see, and picking your favourite now will save you a decision later.