London gallery Herald St, known for nurturing artists like Nicole Wermers, Cary Kwok, and Pablo Bronstein over the past 20 years, will open a new space in Bologna, Italy, in early 2025. Co-founder Nicky Verber cites the city's strong local collector base, excellent institutions such as Mambo (Museo d'Arte Moderna di Bologna), and its connectivity to Venice, Milan, and Florence as key draws. The gallery has deepened ties with Bologna through a 2020 group exhibition, signing local artist Francis Offman in 2021, and participating in Arte Fiera. The new space, located in the medieval center, will feature three exhibition rooms and open with a show by abstract painter Matt Connors, hosting three to four exhibitions annually compared to five or six in London.
This expansion matters because it represents a sustainable, counter-trend strategy for mid-sized galleries facing market pressures. While many peers struggle with overly ambitious growth, Herald St is pursuing what Verber calls 'a different economy,' benefiting from lower costs in Bologna and Italy's recent VAT reduction on art to 5%. The move signals a potential shift in the European art landscape, with Verber predicting more international galleries will open in Italy. It also highlights how smaller cities with rich cultural heritage can offer viable alternatives to saturated art hubs like London, fostering slower, more thoughtful collector relationships.