VITRINE is focused on artistic experimentation and emerging interdisciplinary practices. The gallery was founded in London in 2010, with a second space in Basel opened in 2016 and a third digital space launched in 2020. Over this decade, we have established a reputation as a selector and nurturer of new talent and our continued aim is to support artists’ careers and the growth of their ideas.
Our programme is focused on interdisciplinary approaches in a variety of media, concentrating on artists working in installation, sculpture and performance. We are committed to support experimental practices that flourish site-responsively, in alternative environments to the traditional white cube, and are often underrepresented in the art market.
Our spaces are transparent: In London, glass windows cover the entire 16-metre-long, panoramic space; In Basel, our space – custom designed by Swiss architects PanteraPantera - offers a 360 degree ‘in-the-round’ viewing experience. This transparent architecture allows all exhibitions to be viewable 24/7 from the surrounding public squares. Both VITRINE London and Basel are wheelchair accessible. Our office and viewing spaces are hidden inside, allowing for an incredibly flexible contemporary exhibiting and working space.
Our business model is a hybrid. We operate an expanding commercial gallery; representing a core group of artists and advising international clients. Our experience is principally in the primary market and notably with institutions, foundations and outdoor sculpture projects, mirroring the ambition and experimental commitment of the programme. Our work in the public realm and commitment to supporting artists with ambitious experimental exhibitions has allowed us access to public funding, which we have carefully used over our 10-year history for specific large-scale non-profit projects. We founded the Sculpture At commissioning programme in 2014 and have an extensive portfolio of producing outdoor sculpture in both public and private space.
Our aim since foundation ten years ago, has been to capture a sense of the diversity of emerging contemporary art practices and to disseminate this to the widest audience. At the heart of our activity is an unwavering commitment to nurturing artists through exhibition-making and representation; supporting entry to the international art market and creating a platform for artistic experimentation.
- Alys Williams, VITRINE Founding Director, 2020