Yehudi Hollander-Pappi, São Paulo's newest gallery, is co-founded by Matheus Yehudi Hollander and Sofia Pappi. Unlike many, they openly acknowledge the necessity of seed capital for establishing a gallery. Yehudi insists on transparency in their operations, stating this approach is rare in the art market. With a focus on supporting artists, the gallery aims to take risks on those whose work may not sell quickly. Launching with 20 represented artists, they adopt a maximalist philosophy, resisting the market's inclination towards mainstream art trends and aiming for meaningful contributions.
"In our industry there is a culture of keeping things hidden, that is not our ethos," he says. Hollander concurs with her son: "the gallery will be completely transparent in everything it does, which is rare in this market."
"A good gallery is a money pit," Yehudi Hollander says. "You have to burn cash to support great artists making new work and spark ideas."
As Yehudi Hollander says: "We are maximalists, and definitely not monogamists." Among the roster are Adriano Amaral, who creates site-specific installations of sculptural installations.
"Decades ago, Brazil had a fling with Conceptualism, but today the market here leans towards bad painting and doesn't seem willing to invest in exciting young names."
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