Adrian Rosenfeld, a longtime Matthew Marks director, will launch a gallery under his own name in San Francisco in early 2017, reports the San Francisco Chronicle. Rosenfeld worked at Marks for some 15 years, and was a principal at New York’s Grimm/Rosenfeld Gallery, with locations in New York and Munich.

At Marks, Rosenfeld was part of a team representing giants such as Robert Gober, Nan Goldin, Jasper Johns, and Martin Puryear. He worked as a consultant in Los Angeles and San Francisco after leaving Marks in August 2014, as well as establishing The Posters, which creates editioned works and donates part of the proceeds to support art classes for under-served youth in downtown Los Angeles. Rosenfeld will set up shop at 1150 25th Street, also the new home of Altman Siegel Gallery, in the Central Waterfront neighborhood, near the Mission District.

Rosenfeld’s initiative is one of many new developments in the Bay Area art scene, the most prominent being the recent overhaul of the San Francisco Museum of Modern Art, which artnet News’s national art critic called “a monument to [San Francisco’s] outsized cultural clout.”

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He also follows other dealers and galleries, including Pace and Larry Gagosian. New York dealers Anton Kern and Andrew Kreps also recently staged a pop-up in the city, testing the waters for a potential outpost.

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While these galleries may be seeking customers among the area’s tech wealthy, even Rosenfeld tells the Chronicle that “[i]t’s always difficult to say” whether buyers will actually materialize, though he adds, “I have many existing clients here with whom I have been doing business a long time and there is definitely plenty of demand for great art.”