New York Pretty: Innovative Art Gallery Space fordPROJECT Launching This Month



Opening Uptown this month in the historic Warren and Wetmore Building on 57t Street ­­is the fordProject, an independent extension of the Ford modeling agency, which is treading into a new type of runway. The fordProject is an exclusive gallery space that will be displaying site-specific programs,  innovative conceptual art pieces, exclusive events and collaborative works to the New York art scene.

The ambition behind the fordProject is to showcase the emerging voices of today by using a museum and gallery approach that is accessible to the gallery visitors of New York City. Located in a two-story penthouse, the appointed creative director MoMa PS1’s Tim Goosens, stated “We are going to make it a destination by displaying unique and site-specific pieces. If you engage with the right artists and give them the opportunity to make good work, it will find its way to the right collectors and institutions.”

57 W. 57 St.. Penthouse

NEW YORK PRETTY www.newyorkprettyblog.com