Y. Zh.: Sounds great! Let’s start the interview with you, Alex. In previous interviews, you talked about how your background led you to find Load, but we are more curious about how your vision changed since the launch of Load gallery. Is it different from now?

A.S.: My vision for Load has grown significantly since the launch. It’s been a long journey, but each day is exciting and incredible. Seeing our impact on people and how we bring the artists and their works to life has exceeded my initial expectations. What we are building goes beyond just exhibiting digital art: we create a dialogue and connection between the art, the artists, and the audience.

Education has also become a key part of this journey. The real challenge is innovating while keeping things simple. And that’s not easy. We need to find the best way to educate people clearly and straightforwardly. That’s where the complexity lies: how to make something accessible without overcomplicating it.

Y. Zh.: I’m particularly fascinated by the architecture of the gallery, especially the “round room” inspired by Gaudí. How did the design of the space come together, and what role does it play in shaping the way art is experienced? Could you tell me about a recent exhibition that stands out, and how the artists used the gallery’s unique features to enhance their work?

A.S.: The design of the gallery developed gradually, bringing together different ideas, and inspirations to create a space that allows the audience to connect with the artist. For me, it's like a gateway: the gallery should serve as a bridge that brings the audience closer to the artist and their work. The round room is meant to serve as this portal.

Windows play an essential part in the design: first of all, they let in light, creating classic gallery settings as opposed to dark rooms behind thick curtains where digital art is typically displayed. Secondly, passersby can see the entire exhibition without entering the gallery. People can discover Load by chance. Some hesitate to enter. But when they see that we are quite informal and that there are others in the gallery, they come in. This summer, we had almost 300 visitors per day – we really couldn't believe it. So, I guess we just "suck" people in!  

While all the exhibitions have been significant in their own way, I feel that the unique features of the gallery haven’t yet been fully utilized. It’s a process of discovery for the artists, and I believe it’s up to them to find how to authentically use the space. The exhibition that I think will best align with this vision is Shirin Abedinirad’s solo show in January 2025. I believe this show will be a blueprint for how to mix and blend digital, physical, design, and storytelling.

Y. Zh.:  It’s clear that Load gallery has a distinct approach to digital art—whether through the types of artists you feature or the immersive experiences you create. What underlying goals or philosophy guide the decisions you make when curating exhibitions and developing the gallery’s overall identity?

A.S.: The desire to create a strong connection between the artist and the audience. We are not just looking to display artwork but to offer an experience. Our philosophy is based on the idea that digital art – any art actually – should tell a story, provoke thought, encourage interaction, evoke travel, and open the door to discovering new techniques and new worlds.

When we select artists, it’s because their work resonates with this philosophy. We envision what we can create together and what their work can bring to our space. We are looking for a coherent project, where the idea is presented, develops as a visitor progresses through the exhibition, and gets its culmination at the round room. That’s how we approach each collaboration: as an opportunity to explore new possibilities and create something special together.

It’s this combination of interaction, discovery, and emotional journey that shapes our curatorial approach and the overall identity of the gallery.

Y. Zh.:  Your work often challenges traditional notions of art. As AI continues to evolve, where do you believe people fit into this development? Looking ahead, how do you see the relationship between digital and traditional art evolving? What kinds of interactions or collaborations do you envision between the two? Or even conflicts?

A.S.: Any artwork, whether traditional or digital, must always evoke emotions and open up a dialogue with the audience. At Load we do exactly that, we show art that can move people, impact them, make them cry or laugh or think, we just use another medium. We don’t challenge traditional notions of art; we enrich them with new approaches, encouraging the audience to understand and "accept" new perspectives.

AI and new technologies are powerful tools that amplify human creativity, but the artist always remains at the center of the process. These are not automatic tools: intuition, emotion, as well as the message and artistic direction of the work are essential in creating with AI. It’s a bit like preparing the magic potion for Obélix—it often requires multiple software and technologies working together to achieve the final result, and that’s something people tend to forget. These technologies enhance artistic expression, but they never replace the artist’s creative force.

As for the interactions between digital and traditional art, I believe there is no conflict. On the contrary, the two forms complement and enrich each other. In fact, we work with artists to blend the physical and the digital, creating more tangible works that help those with a more traditional mindset better understand and appreciate these new forms of art. Digital art does not replace traditional art—it opens up incredible possibilities and pushes the boundaries of creation.

Y. Zh.:  I want to ask a more personal question: how do you view Load gallery as part of your life and career? Many people face challenges balancing their passion with their personal lives—some make sacrifices to achieve their vision, while others find a healthy balance. How do you see your relationship with Load gallery? Or, how do those close to you perceive your connection to the gallery?

A.S.: The Load gallery has been a true source of happiness, love, and fulfillment. It’s a project that allows everyone to experience unique moments and share strong emotions. This transmission of emotions and experiences is what truly motivates me.

Professionally, it represents the culmination of all my expertise, achieved together with my team. However, finding balance is one of the most difficult aspects of life. Those who don't have the same ambitious visions or who have more resources from the start often lead healthier lives. In my case, I had to make significant sacrifices to achieve my goals. The path is longer, but it brings unique experiences and emotions that couldn’t be found otherwise.

Y. Zh.:  Lastly, Load gallery is about to have its 1st year anniversary in the very soon future, looking back at all the work that has been done in the past year, what advice would you give to emerging artists or those who want to create innovative art spaces/platforms? What was the most important factor in the journey of building Load gallery?

A.S.: Before you agree to participate in a show, check everything. And I mean EVERYTHING— how and where your work will be displayed, photos of the space, technical setup, frames, installation proposal, software, reputation, and experience of the people who invited you. And don’t compromise for the sake of having a show — please respect your work. It deserves a good space.

And if you are a gallery, please study how to create a great display— there are options that are quite affordable. Don’t just stick a telly on the wall and call it a gallery — be creative, be hungry, be crazy!

Y. Zh.: Alex, it’s been a pleasure hearing about your journey and the incredible work you’re doing with Load gallery. I want to end by saying that your dedication to both the artists and the audience shows how important it is to create a dialogue around the future of art and technology.

Thank you for sharing your insights, and we are excited to see how Load gallery continues to evolve and inspire.

All images courtesy of Load gallery.