A new gallery spot in Saint-Ouen
Contemporary Art | Open the weekend and attracting a heteroclite clientele, from confirmed and first-time collectors to amateurs and bargain-hunters’ the Puces de Saint Ouen is totally international and resolutely contemporary in appeal. With an energy that is only being confirmed under the impetus of new services like Philippe Starck’s Ma Cocotte, new hotels and the longtime presence of the ENSBA of Paris and the Mains d’œuvre art center.
A new commercial spot is coming to light in this movement with the upcoming opening of the Until Then gallery, founded by the former Yvon Lambret team : Olivier Belot, Mélanie Meffrer Rondeau and Alexandra Brossard.
The founders’ mission, supported by a private financial partner, is based on the need to rethink the gallery, to move out of the predefined Marais itinerary, to explode the white cube, to actively seek out a different clientele, and to create new communities of artists, collectors and buyers. A 550 square meter former hanger is now an exhibition space, able to welcome any form of installation, and also features spaces for projections, performances and publishing. Until Then sees itself as a contemporary art center, a meeting place for « artistic ping pong » , whose program is built on international artistic production. The internet site will not broadcast visuals, but the « making-of » of the installations, conceived as teasers and trailers, as well as interviews with the artists...
Between economic necessity and a need to attract new visitors, following in the line of the « non-market » location of Continua gallery, the new « Puces » gallery asserts a mindset, a tone, and communication strategy aiming to activate different audiences and to forge partnerships with other galleries.
Publié le 24/02/2015
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