PRINT Summer 2010

Jeffrey Deitch

Crowd outside Deitch Projects for the opening of Shepard Fairey’s “May Day,” New York, May 1, 2010. Photo: Delphine Ettinger.

LOOKING BACK AT MY GALLERY during the past fifteen years, I’ve become increasingly aware of how it operated as a private ICA. Most of our programming was not commercial—for instance, the recent Josh Smith show of forty-seven paintings made directly on the wall, which you can’t sell. And, in fact, Deitch Projects was not originally intended to be a gallery. It was inspired by Art & Project in Amsterdam, with the concept being that I would only invite artists who had never shown in New York and who would not just hang new paintings or photographs but instead wanted to create a project for the space. I would provide artists with up to twenty-five thousand dollars in production or travel money and living stipend; if we sold the work, the twenty-five thousand dollars would be reimbursed and we would split the remaining proceeds. If we didn’t sell it, we could be very relaxed. The

to keep reading

Artforum print subscribers have full access to this article. Please sign in below.

Not registered for Register here.

SUBSCRIBE NOW and save up to 65% off the newsstand price for full online access to this issue and our archive.

Order the PRINT EDITION of the Summer 2010 issue for $17 or the ONLINE EDITION for $5.99.

* This rate applies to U.S. domestic subscriptions.