Art market
Olivia Allen
Portrait of India Rose James. Courtesy of Soho Revue.
India Rose James, the driving force behind Soho Revue, brings a fresh, personal perspective to London’s ever-changing art scene. “I originally went to art school to be an artist, but I couldn’t stand the judgement,” she laughs, recalling the criticism from art schools that made her rethink the path she’d taken. Finding her true calling in curating and collecting, James redirected her energy into a space where art could flourish without constraints.
James founded Soho Revue in 2015 in a former recording studio as “a passion project without great expectations”.
“I immersed myself in the art world, opening my gallery shortly after finishing school, but I learned a lot,” says James. “It was a tough learning curve. Life happened and when my gallery partner and I split up, I decided to relaunch Soho Revue just before COVID.”
Exterior view of the Soho Revue, London. Courtesy of Soho Revue.
When it reopened in 2019, the gallery found its current home on Greek Street in the heart of Soho. From this vantage point, where the vibrant energy of London’s creative scene has converged for decades, it ushered in a new era for the gallery with a distinct and refined vision.
A Soho must-see
The gallery has evolved from what James describes as a “party atmosphere” to something “more professional and personal.”
“It was age-appropriate at the time,” she added. “We had a lot of fun and bonded, but over time my focus changed. The glamorization around my job was very different from the reality.”
Similarly, James’ approach has become more refined as Soho Revue has grown. “It was a personal project that I had complete control over, and the aesthetic of the gallery has become more defined. The change was partly intentional. I wanted to create a space that was more feminine and in line with my vision.”
Joana Galego, Installation view of the “Moon Signal Mole” at Soho Revue, 2023. Courtesy of Soho Revue.
This vision is reflected in the gallery’s programming, which is guided primarily by James’s personal taste rather than commercial considerations. Today, the gallery champions artists such as Nooka Shepherd, Alma Berrow and Alanna Hernandez.
“The most important factor is whether I really like the work,” James says. “I want something that I have on my wall rather than something that a pushy salesperson is offering. I wouldn’t sell a piece of work if it wasn’t something I would want in my home.”
Through her experience collecting emerging artists and her training at art school, James has honed her ability to appreciate the nuances of technique and predict a client’s evolving tastes. The only downside to this personal approach, she notes, is “a very bad habit of buying a lot of stuff from my own gallery.”
Call (centre) from London
The gallery has flourished, as has the vibrant local scene, with artists and galleries following a similar trajectory of growth and creative evolution. This parallel development paves the way for exploring the artists James observes and the vibrant community that surrounds the gallery.
James’ enthusiasm for emerging artists is evident; she currently has her eye on Anna Ruth of Sarah Kravitz Gallery and Johanna Seidel, as well as a few other anonymous artists whose work she wants to acquire before revealing to the world. Spending her days in the heart of Soho, James is also a keen advocate for nearby galleries, with Cedric Bardawil, The Artist’s Room, Alice Black and WORKPLACE all on her list of favourite nearby galleries.
Such a prime location allows for multiple gallery openings each week, and James has developed a strategic approach of “planning your route and picking the one you want to be social at, and going there last” to navigate Soho’s art scene. “It can be really intense. During Frieze, I can do up to seven openings in a night, but it’s exhausting,” she said. “For regular gallery openings, I try to stick to about four a night.”
A keen advocate of the vibrant streets of central London, James added: “Soho holds a special place in my heart. I named the gallery after my grandfather’s bar, so it feels like a personal connection to the area. The London art scene is incredibly vibrant and ever-changing, and will always be full of young, aspiring artists as we have fantastic art schools.”
Portrait of India Rose James. Courtesy of Soho Revue.
Despite a somewhat unpredictable market of late, James is optimistic. “Soho’s gallery and artist community, in particular, is thriving,” she says. “The area has been transformed with new galleries and creative spaces popping up. It’s exciting to see this growth and the increasing vibrancy of our street. Soho is unique because of its strong sense of community, and there will always be people walking by and having fun.”
When it comes to Soho hotspots, James has no shortage of recommendations. Aside from the multitude of local galleries just a stone’s throw away on Greek Street, “Trisha’s has a special place in my heart,” James says. “I love the Groucho Club, it’s a classic. Milk Beach is great, we’re spoiled,” she adds. So there’s no excuse to pop into a nearby Pret a Manger.
James is optimistic about the future of Soho Revue. “We’re going to continue to evolve and welcome new ideas and new artists,” she said. The gallery’s residency program at Artists House, a freestanding office building in a neighboring courtyard, has been a particularly rewarding venture. Working closely with resident artists and involving them in creating prints in the gallery’s print room has been a fantastic experience, she shared. This hands-on collaboration underscores Soho Revue’s commitment to fostering creativity and innovation, while James’s vision for the London art scene remains equally optimistic.
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