Curator and artistic promoter, talent scout, art coach

Elena Ferrari

“The curator's role is to lead the artist or art lover to achieve his or her goal. Starting from your dreams or your most intimate desires. My aim is to make people happy through art”.

The energetic professional activity of Elena Ferrari has its roots in the early 1990s, with the collaboration within the then Fininvest Group in the financial and investment sector.

For years she was General Manager of a company linked to the world of comics and illustration, leader in the collecting and interior design sector. This allowed her to give PassepARTout an innovative imprint, with new promotion and sales strategies, combined with the consolidated and more classic experience acquired from her birth, as a "daughter of art".

“The Ferrari family has been present for decades in the art and talent scouting circuit. There are many Italian and foreign artists who began their career with us and who now enjoy the greatest international recognition and artistic prizes”.

But why “Unconventional Gallery”?
I wanted to overturn the concept of gallery by offering PassepARTout an identity of "alternative gallery", different from the usual stereotypes and false formalisms. PassepARTout, whose meaning represents for us a fundamental concept through a play on words, that is everything goes through art wants to be a point of reference for lovers of art in all its forms and in particular of emerging and non-emerging artists who have not yet found a modus operandi to extricate themselves from the multiple exhibition offers to which they are daily solicited, offering a path concrete exhibition that supports them in their professional growth.

PassepARTout Unconventional Gallery therefore, it arises from the need to "open new doors" of cultural perception, whether they refer to the visual arts or literature, as well as offering a new space to contemporary art, indeed, SIXTEEN!

Our project is to develop a cultural bridge between the pictorial arts, sculpture, video art, photography and literature, making use of a new methodology within artistic interventions, with the use of new creative languages ​​and multimedia communication channels that cross the art market to bring together different cultures aimed at improving quality and intellectual vivacity”.

Elena Ferrari Artistic Curator vert John Lennon

A tireless professional, Elena has been a trusted Italian referent for French and Japanese design companies. You have also designed and created for the Astorina publishing house the range of collectible sculptures, fashion accessories and gadgets dedicated to the Diabolik and Eva Kant line.

She has three books dedicated to collecting ceramics, translated and distributed in France, England and Japan, as well as many collaborations with publishing houses as a consultant and editor.

Consulting services

Analysis of artistic activity and personalized study of the artistic path aimed at pursuing the artist's personal objectives.

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Professional evaluation of your works of art with issuing of the Coefficient Evaluation Certificate issued by PassepARTout.

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Artistic criticism or critical essay is of fundamental importance for the artist in order to be able to present himself to the public in a professional manner. The critics and art historians with whom PassepARTout collaborates are able to analyze the works in an aesthetic, technical and historical context. The aim is to induce the reader to appreciate and positively evaluate the author's artistic production, thus broadening the perception of the intrinsic value of the work itself.


Making use of the collaboration of qualified art critics, upon request, it is possible to obtain professional criticism relating to the artist's poetics and work. A folder of contents equal to approximately 3500 characters (including spaces) is expected.

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Video lasting about 3 minutes with slides of the works (up to 10 works, photos provided by the artist),  professional criticism written in superimposition, relating to the artist's poetics and work. A folder of contents equal to approximately 3500 characters (including spaces) is expected.

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Drafting of a biographical text of the artist, including his studies and participation in exhibitions and events. 

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The video interview is a unique opportunity to talk about yourself and let yourself be known as you are. It gives you the opportunity to express yourself, show your personality, convey your emotions and tell the public directly how your works are born.
From the comfort of your home or studio or in the elegant setting of our offices, with the intervention of our staff, we will create a video interview aimed at dialogue with the most attentive and demanding audience. 

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PassepARTout Unconventional Gallery

PassepARTout Unconventional Gallery

Passepartout Unconventional Gallery
Ccurator and organizer of Art and Culture Exhibitions and is permanently present with its exhibition venues in 16 luxury and business structures in the UNA group (the most important Italian hotelier group, part of the Unipol Group) with which it has established a consolidated partnership for several years.
PassepARTout Unconventional Gallery.

Not the usual gallery!