Golden Square, London
Photo via: Wikimedia Commons

The London gallery Herald St has just announced it will open a new temporary space at 37 Golden Square, in the buzzing area of Soho. The new venue will open later this month with a group show of new works by Pablo Bronstein, Matthew Darbyshire, and Amalia Pica.

The new site will operate as a second gallery space, with a separate program, running concurrently with the main gallery site in the East End. The gallery will present a two-part solo show by Ida Ekblad during Frieze Art Fair, encompassing both spaces. Programming will run into 2015.

The once seedy neighborhood of Soho has become increasingly desirable among art dealers. Sadie Coles has recently opened new gigantic premises on Kingly Street, around the corner from the legendary Carnaby Street. When the news were first announced, the renowned gallerist tweeted: “Much excitement in Soho, Herald Street to open a space on Golden Square, W1 in October. Can’t wait to have them as neighbours.”

Other distinguished neighbours include Pace, which has maintained a project space on Lexington Street alongside its flagship in Burlington Gardens, as well as Frith Street Gallery on Golden Square. But it is perhaps the much-awaited launch of the new Marian Goodman branch, on the same square, which will confirm Soho as one of the hottest art hubs in town.