Approximately Blue (AB), a contemporary art consultancy and brokerage, is deliberately operating without a public-facing brand, social media presence, or physical address. Founded by François-Luc Giraldeau and Emily Johnson, the firm focuses exclusively on primary market fine art prints and multiples, prioritizing deep research and direct, substantive relationships with collectors over visibility and hype.
AB's model challenges the art world's increasing reliance on the attention economy and social media branding. By championing the artistic significance of prints—often seen as a secondary medium—and proving that success can be built on anonymity and expertise rather than public relations, AB offers a counter-narrative to mainstream art market practices. Its approach reframes collecting as a pursuit of discovery and connoisseurship rather than the acquisition of widely promoted status symbols.