There was also the matter of finding the perfect location in a city full of collectors who are known to be put off not just by far-out neighborhoods, but by far-out blocks within a neighborhood.
“Through these conversations, we realized you had to be in Central, and you had to be literally in one particular place,” Gorvy said. “This is not to put White Cube down, because clearly they do very well, but we were told that the White Cube space was literally one block too far, or Perrotin was one block that way, and it was just too far out.”
And just as Gorvy and Lévy were on the hunt for a space, Graff Diamonds, the fancy rock enterprise started by the billionaire jeweler and art collector Laurence Graff, decided to move down the street. What remained was a unicorn: a ground-floor unit with 13-foot-high ceilings in the middle of Central.
“We visited many, many spaces, but I have a close friendship with Laurence Graff, and when he told me he was leaving to move [to] just the other quarter, I jumped on this location,” Lévy said. “So suddenly this happened, we signed the lease seven months ago, we did the construction in less than four months. It was incredibly quick, and incredibly ambitious.”