At Santa Monica Museum of Art’s Incognito, a place to see and be seen

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Passersby in the vicinity of Bergamot Station on Saturday evening might have been mistaken that it was Black Friday the way people were lined up, ready to charge through the doors of the Santa Monica Museum of Art. It was merely 700 art collectors eager to pick up their acquisitions for $300 a piece at the fifth annual Incognito Exhibition and Benefit Sale.

More than 650 8-by-10 pieces were donated by 500 artists, including the emerging as well as the iconic, such as John Baldessari, Eleanor Antin, Gary Baseman and Ed Ruscha. The catch: You don’t know who created the artwork until you’ve paid for it. The names are revealed once patrons pick up the carefully wrapped packages, creating an element of surprise -- and relief for some.

A few years ago, Janine and Lyndon Barrois of Los Angeles got lucky and picked up a Ruscha. They were hoping for a Mark Bradford but were a bit concerned about their place in line (even though they arrived at 3 p.m.).

Click through for more, including a video of the 2007 event ...

A fifth anniversary tier was created this year, a $5,000 ‘Cognoscenti’ ticket -- which, among such benefits as being first in line to enter the museum, allowed for a preview day and private visit to the studios of Raymond Pettibon and Alexandra Grant.

A basic ticket was $100, patron level $600 and benefactor $1,500. The event, which has raised more than $1 million over the last four years, goes to support the museum.

‘We know that in this day and age, in this economic climate, there are very few good deals to be had, and this is one of them,’ said Dave Kalstein, who arrived at 2:30 with a couple friends. They were among the first to enter the gallery and scoop up the pieces they saw at a Wednesday preview.

‘It’s a wonderfully democratic event,’ said Elsa Longhauser, executive director of SMMOA. ‘It’s about trusting your instincts, looking carefully with your eyes, not thinking about the artists and looking more at the work.’

Artist Kim McCarty, who donated four pieces, was there to do some shopping for herself. ‘There’s some amazing artwork from other artists that in a hundred years I’d never be able to afford,’ said McCarty, who added that, although people may recognize her work, Incognito has pushed her to do things she never thought she’d do to get out of the box of her own style.

Some easily recognizable artists have been known to purposely disguise their pieces and others try to imitate more famous artists.

‘There’s a definite gambling aspect to it, in that you don’t really know what you’re going to get,’ said Kalstein, who happily got the piece he wanted, a Raymond Pettibon, along with another piece by an emerging artist, Elwood T. Risk.

‘People love it,’ Longhauser said, ‘It’s a huge community event where they know they can buy art at a reasonable price and it helps to support the museum.’

Leonard Nimoy was in attendance both as an artist and collector. He and his wife, Susan, have been coming for years and picked up a piece by Baldessari. Said the actor: ‘It’s a great way to buy art, because it really is about the art rather than the reputation.’

-- Liesl Bradner

Photos, from top: Leonard Nimoy, SMMOA Executive Director Elsa Longhauser and Susan Nimoy, by Stefanie Keenan; Incognito logo by artist John Baldessari; patrons at the exhibition, by Liesl Bradner; Kevin Turen with a piece he purchased by Raymond Pettibon, by Liesl Bradner