Jonny Tanna, founder of the London gallery Harlesden High Street, has launched a pop-up project in Mayfair during Frieze Week, in collaboration with Düsseldorf- and Berlin-based gallery Setareh. The inaugural exhibition, “Forces of Nature,” features London-based artists Abbas Zahedi and Jamiu Agboke, presenting conceptual installation and atmospheric painting. Tanna emphasizes that this is not a permanent relocation but an itinerant extension of his gallery, which exclusively shows artists of color and is known for its community-focused, unvarnished approach.
This move matters because it offers a new model for small, mission-driven galleries to access the commercial heart of the art world without compromising their identity. By partnering with Setareh, Harlesden High Street can reach a broader audience while avoiding the pressures of a constant commercial cycle. The project challenges assumptions about selling out and highlights how grassroots spaces can navigate the tension between local integrity and market visibility, especially during major art events like Frieze Week.