In an exclusive interview with LUXUO, George Herbert, CMO of Art Space (www.artspacefairs.com), reveals his insights on building a meaningful art collection and highlights the must-see artists at the company’s forthcoming London Exhibition.
Art collecting can seem intimidating to many. What’s your approach to helping first-time collectors enter this world?
The most common misconception I encounter is that art collecting requires inherited wealth or an art history degree. In reality, it’s about developing your eye and allowing yourself to be moved by pieces that speak to you personally. I always advise new collectors to start by exploring — visit galleries, art fairs, and museums, and develop a sense of what resonates with them.
So where should a new collector begin their journey?
Limited edition prints from established artists offer both accessibility and investment potential. You’re not just decorating a wall but participating in cultural history. Our upcoming Art Space Art Fair in London features several artists whose work is perfect for seasoned collectors and newcomers. It’s about finding that balance between emotional connection and investment wisdom.
Speaking of your London Exhibition, which artists should our readers be particularly attentive to?
We’re particularly excited about Michael Dargas, whose photorealistic oil paintings often depict subjects partially obscured by honey or water. His works display extraordinary technical precision that rewards close inspection. His limited editions start around GBP 2,000 (if you are fast enough to get your hands on them — a sound investment for a first-time collector.
Lhouette is another standout. He creates fascinating mixed-media pieces that blend street art with luxury iconography. He represents a compelling bridge between high and low culture, speaking to a generation raised on brand consciousness but yearning for authentic expression.
Art Space prides itself on consistently discovering hot and emerging talents. Who should collectors watch at this year’s exhibition?
Sannib’s abstract expressionist canvases have been gaining significant traction in European markets. His work demonstrates how collecting can be about emotional resonance rather than simply recognisable imagery. His colour fields create a meditative atmosphere that transforms living spaces.
Dan Pearce is also generating considerable buzz with his mixed-media portraits that incorporate everything from spray paint to shattered glass. They’re conversation pieces with genuine investment potential. His limited editions provide an accessible entry point for collectors interested in the evolution of portraiture in the digital age.
The name Mr. Brainwash always creates excitement. What can visitors expect from his exhibition?
Mr. Brainwash remains an enigmatic yet undeniably collectible figure following his appearance in Banksy’s documentary “Exit Through the Gift Shop.” For Art Space Art Fair London, he’s showcasing several pieces that continue his exploration of pop culture iconography with his signature irreverent twist. They’re bold, provocative, and — importantly for collectors — instantly recognisable.
Art Space is building a reputation for curating experiences beyond traditional exhibitions. What unique elements can visitors expect in London?
We’ve created a luxurious gallery-style vibe, working closely with the venue to create a unique space to showcase over 50 artists at each show. We also offer personalised collection consultations for those looking to begin or expand their art portfolios. The exhibition space has been designed to create a dialogue between diverse artistic voices—urban art interacts with abstract expressionism and photography with sculpture. It’s about creating unexpected connections.
What’s your single most important piece of advice for the luxury collector venturing into the art world?
Buy what moves you, but do your homework. The intersection of passion and knowledge is where truly satisfying collections are built. Understand the artist’s trajectory, their significance within contemporary movements, and their market performance—but never lose sight of that intuitive response that draws you to a particular work. A meaningful collection reflects both astute judgment and personal narrative.
How can our readers experience the Art Space Art Fair London?
The Art Space London Exhibition starts on March 14th with two incredible back-to-back shows showcasing different artists, so be sure to book tickets for both at www.artspacefairs.com. If you’re keen to book a private viewing, please email us, and our team of advisors can book you in and provide valuable context and guidance tailored to individual collection goals.
About Art Space
Launched in 2024 Art Space is a new and innovative platform dedicated to putting the artist back in control of their art. Unlike traditional art fairs, where trade margins and industry conventions often take priority, Art Space places the artist at the heart of everything it does. “We go beyond the standard fare, offering fair compensation and the visibility artists deserve, ensuring that their work is celebrated on a global stage.” – George Herbert, Art Space
Debuting in London in Spring 2025 with two consecutive shows, Art Space is on a mission to expand the senses and evoke deep emotions with some of the most impressive artists in the world, all the while setting a new benchmark within the art space.
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