East of Mayfair is a new concept in art, design and collecting. Of itself, it says “art collecting does not need to be complicated, pretentious or expensive.” They present work by a range of artists and designers – emerging and established – sourced to act as both a gateway into art collecting and as inspiration for new moves in interior design.
In operation since only the spring, East of Mayfair has been working with some of the most reputable artists and designers, including illustrator Pierre Le-Tan, famous for his work on The New Yorker, The New York Times, Vogue and Harper’s Bazaar, and Thibaud Hérem, whose symmetrical monochrome drawings put a modern, dandy-stylistic spin on renaissance-era figuration.
Conceived and established by friends Janina Joffe and Alexander Montague-Sparey, East of Mayfair presents itself as a virtual house, in the grand Huguenot style that you see dotted around Spitalfields, in which objects and artworks are displayed in their natural environments. These works are to scale and presented in situ. Users can explore the house room-by-room, clicking on individual windows. An artwork, above the bed, for example, or in hallways, framed on walls, can be clicked. Doing so brings up its information. Looking at art with a view to buying, traditionally in the context of a commercial gallery, can be an intimidating experience. East of Mayfair removes this and utilises the very best of the web – inclusivity, information and individuality. Represented artists include the world famous René Gruau, Paul Negent and Marcus Tremonto. It’s a unique and very modern way of engaging with art, and in addition to the virtual East of Mayfair host special events and exhibitions and provide a bespoke advisory service on building and developing a collection of your very own. Their house can be visited here.