Restoration Hardware guru Gary Friedman is taking on high culture by launching RH Contemporary Art, a platform that includes an interactive website which will blend e-commerce and editorial, a print journal, a series of short documentaries, a residency program, and a Manhattan gallery. Next month will be the unveiling of this retail giant’s division devoted to commissioning, exhibiting and selling contemporary art, where its inaugural exhibition with emerging artists can be found inside a six-story 28,000 square foot building in Chelsea. Having secured the participation of 15 international curators and advisors, RH commissions artists’ work and in certain cases provides them with residency. There is no precedent for a furniture retailer opening an art gallery, but unbeknownst to many, Friedman was the person responsible for bringing this past summer’s blockbuster Rain Room to the MOMA, which was commissioned by RH.
Under Friedman’s watch, the multi-billion dollar company and world’s leading high-end home furnishing retailer has been transformed into a high-concept emporium favored by decorators. As RH is no longer wedded exclusively to home decor, the brand has other aspirations on the horizon- in addition to art- that will reinforce their luxury lifestyle positioning such as hotels, restaurants, architectural services, and a clothing line. Last month RH Music celebrated its start with a private show in New York, and then a concert at The Greek Theater in Berkeley. Now that Restoration Hardware will be offering a lot more than salvaged wood farmhouse tables, aerodynamic armchairs and outdoor garden goods, they’ll still have a handle on chic items for the house. www.rhcontemporaryart.com
