South African auction house Strauss & Co is set to expand its presence in London with the launch of a new art club. The venture plans to feature regular in-person events and exhibitions in the U.K. capital to boost the exposure of modern and contemporary art from the continent.

Known as Art Club London, the program is an extension of the auction house’s activities in South Africa. Led by Kate Fellens, international business development director of Strauss & Co., the London initiative will feature regular events such as African art-themed gallery or museum visits.

The first event will take place on September 20 at Tate Modern, a curator-led tour of the exhibition dedicated to photographer Zanele Muholi. Strauss will co-host the event with Dana Endundo-Ferriera from Pavillion 54.

This will be followed by a special event at the Strauss exhibition of African modern and contemporary art at Pan Maison near Trafalgar Square from October 7 to 13, coinciding with Frieze London and 1-54 London. The show, branded as an opportunity for the rediscovery of African Modernists, will be led by Pondo Smoker (1929) by the 1894-born South African artist Irma Stern, a work that has been hidden away from public view for decades. Other South African artists featured will include Maggie Laubser (b. 1886), Bertha Everard (b. 1873), and Gladys Mgudlandlu (b. 1917), alongside some contemporary names such as the 1985-born, South Africa-based Zimbabwean artist Richard Mudariki.

Richard Mudariki, Puppet on a Throne. Courtesy of Strauss & Co.

“In an effort to grow the knowledge and appreciation around African modern and contemporary art, we are proud to be launching Art Club London, the London-based club focusing on art from the African Continent. We look forward to engaging with a wide group of enthusiasts from students and young curators, to seasoned collectors and celebrated artists alike,” Fellens noted in an email.

The initiatives are part of the house’s new autumn program, launched on the heels of the success of its first London private sale and loan exhibition of South African artist Alexis Preller (b. 1911) in February.

“We were really pleased with the interest in our London event in February and sold several major works by Alexis Preller. While we recognise there is work to do, as many artists were long neglected, we are optimistic that there is sustained interest by collectors in adding works by Modernist and contemporary African and African diaspora artists to their holdings,” Fellens added.

Strauss & Co.’s current plan is to offer these in-person events, which have limited capacity, on a first come first served basis. There’s no subscription for the time being, and news about upcoming events will be announced via the club’s social media platforms and the auction house’s website. The goal is to stage eight to nine events a year, excluding July, August, and December. There may be charges for entrance fees later but the house will be transparent if events in the future require a participation fee.

Along with the launch of Art Club London is Online Art Club. The online club will host regular lectures and discussions online to complement the in-person events, which often have limited capacity.

The first online event will be a lecture on October 2 on the top artists driving the African art market by Alastair Meredith, an art historian and head of Strauss & Co’s Johannesburg art department. A total of six events are expected throughout the year to alternate with live events.