Coming to a First-Class Seat Near You (photo courtesy of Wikipedia)

Virgin Atlantic recently launched its “Gallery in the Air” for first-class passengers. For its inaugural launch, it is featuring British street artist, Ben Eine. 

So where do I begin? Of the art movements/innovations over the last decade or so, one of the most important is the placement of art in unexpected places to promote the goal of having art seen as integral to our everyday lives and to allow us to view art in a different light. Two of my favorite examples are the four-year-old Art on Track in Chicago and The Red Ball Project.

Practically if not philosophically, street art can be seen as the precursor to this more conscious movement to make art more accessible to people who may never visit a museum or gallery. Egalitarian with a revolutionary spirit, street art is the guerilla in the room of mainstream art. So it, of course, is perfect for that spot above the sofa in the Hamptons’ beach house. Just make sure you consult your interior designer so the color schemes don’t clash. Quelle horreur! N’est-ce pas?

Virgin Atlantic’s new first-class perk manages to perpetuate the idea of art appreciation as a patrician-only endeavor while pretending to do something innovative. For true art-world innovation, why not allow all passengers to participate?

Since I’m sure Virgin Atlantic doesn’t want the coach-bound riff-raff in its club spaces, why not create a separate art space at each of these airports where anyone with a boarding pass for a Virgin Atlantic flight could have access to the featured works? Is it really inconceivable to Virgin Atlantic that those passengers who aren’t in first class might want to see these pieces and maybe – with back of hand to head – even purchase one?

Because that’s what it’s really all about: ability to pay. It’s about art as a commodity versus art as a public good. Anyone who has spent any time in art galleries has encountered those where – based on snap judgements – they don’t want you looking if they determine you can’t afford to buy. It’s the remaining great divide in the world of art where many increasingly view art as a mere luxury item whose true value can only be measured by how much cash it can fetch. This is why street art only became accepted in the mainstream art world (and welcome aboard Virgin Atlantic) once some street artists showed a willingness to make consumer pieces.

Taking this idea a step farther and away from specific airlines and their class-conscious, consumer-focused approach, there is no reason why airports can’t house impressive art installations available to all. I’m always amazed at the display of Zimbabwean sculpture that occupies the pedestrian concourses at Hartsfield-Jackson in Atlanta. Other airports – such as Miami International, SFO and Philadelphia International – have also instituted art installation programs as an important part of the airport environment. Let Virgin Atlantic make it about the money; the rest of us can make it about the art.