Reimagining the Gallery Model. Redefining Art for the Future.
A pioneering force in the global art market, EDEN unveiled a new identity today, rebranding as EDEN, House of Art. Shedding the implied shush of gallery conventions, this rebrand celebrates EDEN’s successful broadening of the art experience, upturning the austere ‘gallery’ model by integrating the principles of retail. With this rebrand, EDEN, House of Art embraces its identity as a vibrant home for all art-interested: artists, creators, curators, collectors, and enthusiasts … and you are welcome.
“After 25 years, EDEN is opening the doors to EDEN, House of Art where everyone is invited to immerse themselves in the experience,” said Ron Klimovsky, CMO at EDEN. “This branding transformation celebrates the conviction that we don’t merely present art, we practice it. From curation, commission and communication to experiential works, sculpture, paintings and bound expressions, EDEN is about the art you love, not because it was sanctioned by the old guard, but because you intrinsically know what moves you. And that is what matters most.”
While much of the global art market is contracting (down 12% last year according to Art Basel & UBS) EDEN has continued to thrive, growing 25% yearly for a decade. With annual revenue in the nine-figures and a discreet but elite clientele that includes royalty, mega athletes, celebrities and renowned CEOs, EDEN is winning big by betting on a new generation of unflinching artists and art lovers.
The rebrand comes at the height of financial success for one of the world’s most prominent forces in contemporary art. Globally, EDEN welcomes art lovers to enjoy more than 115,000 square feet of exhibition space. Its real estate reflects EDEN’s market strength, with a 20,000 square foot flagship location on Fifth Avenue, a four-story space in SoHo, and a 10,000 square-foot location on Madison Avenue. This year, EDEN is expanding further into St. Tropez, Paris, and a second Miami outpost, hitting luxury hubs from Aspen to Dubai to the Maldives (where a private showroom sits inside the Waldorf Astoria on Ithaafushi Island.)
“Our approach to art is elegant yet unapologetic,” said David Laxer, EDEN’s Director of Brand. “EDEN, House of Art, is a sanctuary for those seeking a personal connection to art, offering an immersive experience that taps into today’s zeitgeist. We don’t play by the rules and that’s exactly what makes EDEN a space where visitors are free to explore and engage with the collection in a way that feels intimate, instinctive, and easy to envision in their own homes. Our business model, proudly and successfully, challenges traditional gallery assumptions by merging luxury, accessibility, and emotional resonance at every touchpoint.”
EDEN, House of Art is open to all, find our locations here.