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The Eiffel Tower in Paris. Photo by Isabella Salawa, via Flickr.
Since the late 1940s, Paris has been a major international art capital. By opening an office with viewing rooms in a prestigious location of the city, White Cube intends to perpetuate a more classical way of operating in the industry. The idea is to present great masterpieces of art in a beautiful but confidential environment, respecting the long-established Parisian tradition of 'marchand d’art' [art dealing].