Art outside the framework: about the first coffee shop-gallery in Almaty

If you are looking for new impression and experiments, it's time to visit the first «Quelle coffee» gallery in Almaty.

Quelle coffee – is a new exhibition format with displayed paintings by Kazakhstani artists, where you can enjoy art over a cup of fresh coffee and a croissant. Spouses Deya and Arsen Aldamzharovs were able to break the traditional views on galleries and unite artists with coffee craftsmanship.

"Initially, we created a small and cozy place of European format – a coffee shop. When we have just started, my friend, Zarina Taisengirova, who is an artist wanted to be back on creative works of her and offered me to organize an exhibition. We held an exhibition at the Almaty Gallery, which turned out to be quite successful. About 200 people a day visited the exhibition in 3 weeks time. After that, my husband suggested creating not just simply a coffee shop, but a coffee shop gallery. We decided to help artists with self-realization and to sell their work. That's how our project was born. At first, we had only Zarina, today we have nine artists constantly exhibiting," said the owner of the coffee shop-gallery Deya Aldamzharova.

Even before launching the «Quelle coffee» the couple agreed that Arsen would be responsible for the coffee shop itself, whereas Deya is responsible for the gallery’s daily issues: she works as an art manager and a gallerist. Thanks to the well-coordinated work, the Aldamjarov family business was able to conquer both art lovers and coffee lovers.

"Our guests loves the format, and we often get amazing reviews from them. Many compare us with cool coffee shop-galleries in Singapore, UAE, Hong Kong, Los Angeles. We are pleased to hear it. We try to keep up with it," shared Deya Aldamzharova.

At the moment we have nine permanent artists in our art space. This is just the beginning of big plans ahead for further business development. As Deya notes, lately the number of artists who wants to exhibit their work at Quelle coffee are rising.

"I personally pick which paintings will be interesting to our visiters. I first look at the potential resident (artist) himself, then his message, his work, and I already understand - yes, this artist will be interesting to our audience, and yes the artists’ work will be sold. It is very important. I can't exhibit just anything here. If you look around, each work has a certain meaning, and every person visiting us says: "Thank you! I saw myself in this work" - which is very important to us. Unfortunately, not all artists are gets selected. Recently, many people have been applying, as we have a good sales figure," said the owner of the coffee shop-gallery Deya Aldamzharova.

Interestingly, you can buy paintings not only in the «Quelle coffee» art space itself, but also through the marketplace. For example, any of the submitted works can be purchased through a popular app in installments, which makes art affordable to everyone. The couple plans to connect other banking marketplaces and foreign sales channels, thereby bringing artists to the global market.

"My goal is that everyone could afford an art. It is cultural development. Guests come to us willy-nilly, they look at the works around, and they realise that they didn't even think about art before. We precisely focus their worldview, their views on art. Therefore, when a person visits again, his cultural maturity begins," says Deya Aldamzharova.

The «Quelle coffee» gallery has been open for 2 years, which during this time it has grown into a large project with global expansion plans. Such formats are a new for Almaty viewers, however it had only increased the interest. Perhaps, by starting "Quelle coffee" in Almaty we have inspired others to spread interesting projects which will cultivate domestic art.

«Quelle coffee», 309 Gagarin Ave.

Mon-Fri: 09:00 am-20:00 pm, weekends and holidays: 10:00 am-20:00 pm