Phoebe Saatchi Yates, the only daughter of legendary art collector Charles Saatchi, whose Saatchi Gallery in London presents his prized collection, is taking a cue from her father and continuing in his footsteps with a 10,000-square-foot gallery in London’s Mayfair district.

Saatchi Yates, who is opening the gallery with her husband, Arthur Yates, will focus on representing and showcasing emerging artists. The couple plan to stage large-scale exhibitions on the ground floor, and to use a lower-level space for presentations of blue-chip contemporary art from private collections. Included among those latter works are examples by Robert Motherwell, Anselm Kiefer, and Yayoi Kusama, according to the Art Newspaper.

“We wanted to maintain the Saatchi narrative of showing and buying artists young, but the difference is we want to stay with them for the long haul and nurture their careers,” Saatchi Yates told TAN.

Image courtesy of Cork Street Galleries. Photo Andrea Rossetti.

The couple has been working on the gallery and preparing to open for the past three years, and both previously worked for Charles Saatchi as his advisors.

Saatchi, who made his fortune in advertising, is most famous for helping to bring the YBAs, or Young British Artists, such as Damien Hirst and Tracey Emin, to prominence in the 1990s.

The gallery will open on October 15 with a show of 19 new paintings by Swiss artist Pascal Sender, who studied with the Scottish artist Peter Doig. The pictures are priced at upwards of £50,000, according to TAN.

The couple say the gallery will be the first of its scale in Mayfair dedicated to showing emerging artists. Its senior team is comprised of young dealers who hail from Hauser & Wirth, Timothy Taylor, and Pace. Additional hires will be announced next month.