Morezarte, a symphony of art

Matchmaking artist pairs artists with buyers.

Robert Moore, of Morezarte.

A local artist, Robert Moore, hopes to change how people shop for art.

Instead of going to a gallery to select a piece of art, Moore pairs art buyers with artists to create a custom piece through Morezarte.

Morezarte — the name taken from his last name and composer Mozart — is a symphony of community, arts and culture, offering a boutique-buying experience. Potential art buyers fill out an online questionnaire regarding their desired artwork and budget, submitting photos of blank wall spaces. They select from colors, patterns, landscapes, portraits and more. Some give art descriptions, such as “I like the Van Gogh Starry Nights types of paintings.”

The result is a customized piece of art.

“Lots of shops sell mass-produced art, but often it doesn’t relate to personal tastes. We want to provide a piece of art that’s full of storytelling, provokes emotion and enhances their space. You can’t get that with a preproduced art piece,” says Moore.

Robert Moore’s art work.

Once the questionnaire is complete, Moore checks his database of potential artists from dozens of art categories, such as murals, mixed media and more. Then Moore provides a digital mockup of the colors and type of layout, as well as recommendations from three artists based on the client’s vision and budget. Once the buyer selects the artist, Moore coordinates the rest.

“We make sure the piece is in production. We have a constant communication loop and hold their hand throughout the entire process,” says Moore.

The reason Moore created the concept is out of his own desire to ensure fairness and protect artist pricing.

Moore works in information technology and as an artist after hours. After posting his art for sale in 2013, he quickly sold a dozen paintings. “It gave me the confidence that I was doing something right,” he says.

At his company, he inquired about donating a piece of artwork. Since the company already had a contract with a local gallery, it was suggested to go through them. He says the gallery, however, would charge a 50 percent markup, which meant he’d have to increase his cost.

“That upcharge ends up being passed to the buyer. I walked away frustrated. It didn’t feel right to charge my employer an extra $1,000,” he says.

Morezarte charges a flat fee, paid by the buyer.

“It makes sense that if the buyer wants to buy something, they should pay — not penalize — the artist.”

Moore says he’s had 100 percent customer satisfaction with his arts pairings. When presenting buyers with their finished pieces, he says its “cool” to see their reaction. The artists’ feedback is refreshing as well. Morezarte hopes to expand within the next year beyond Iowa and believes “nobody in the world” offers this type of service.

“It’s your money. If you’re building a custom piece, why not get what you truly want? It’s a beautiful thing,” he says. ♦