Jeffrey Deitch is returning to Los Angeles, this time as a gallerist. The former director of the Museum of Contemporary Art in Los Angeles has signed a lease for a 15,000 sq. ft. space in Hollywood.
The dealer’s new venture at 925 North Orange Drive will be located in the middle of the Hollywood art district, close to LA galleries such as Regen Projects, Kohn Gallery, Hannah Hoffmann, and Various Small Fires, according to the New York Times,
Deitch’s first stint in Los Angeles—a tumultuous three year tenure as head of MOCA—ended in 2013 amid criticism over financial and personnel management. But after successfully re-establishing his New York gallery two years ago, and rebuilding his reputation, Deitch clearly feels he has unfinished business on the West Coast.
Jeffrey Deitch’s new space at 925 North Orange Drive. Photo: screenshot via Google Maps.
“The audience in LA is so open and receptive,” Deitch said speaking to the Times about his motivations behind establishing an LA branch.
In terms of programming, the dealer revealed that the format will mimic that of his East Coast venture. “The idea in New York is to do three shows a year, and it will probably be the same here,” he said. “When you do shows that are museum-level, you don’t want to take them down after a month.”
The first exhibition, which is scheduled to inaugurate the new gallery in the fall, will present the influence of Dada on art-making in the digital age titled The Extreme Present.
Jeffrey Deitch’s new space at 925 North Orange Drive. Photo: screenshot via Google Maps.
Despite his past difficulties in the city, Deitch is confident that he can be successful in California under the present circumstances, free of the bureaucratic baggage that comes with leading a major institution.
“I had a very good experience in Los Angeles nonetheless, and I made a lot of friends here,” he insisted. “Running MOCA was a privilege and I’m very grateful for the opportunity. But I’m much better suited to running my own situation, where I can make all the creative decisions.”