Adrian Rosenfeld and Athena Currey launch an artful e-commerce site.
After Larry Gagosian was fired from his first real job, as Michael Ovitz’s secretary at the William Morris agency, he took to the streets of Los Angeles and hawked art posters. And we all know how that worked out for the now blue-chip dealer. Adrian Rosenfeld is betting on the opposite tack: After 15 years at Matthew Marks Gallery, in New York and L.A., where he sold works by the likes of Jasper Johns and Ellsworth Kelly, Rosenfeld is presently collaborating with the model and actress Athena Currey to launch Theposters.co, which offers limited-run art posters for $55 each. (They will open pop-ups in Miami and New York this month.) “It’s not a huge margin,” admits Rosenfeld of the low cost of the lithographs, which feature work by coveted artists like Nate Lowman, Sam Falls, and Wyatt Kahn—who contributed an original woodcut ink painting. “But that’s not to say we won’t eventually sell a million posters.” And if they do, they will also have provided a million hours of arts education for underprivileged kids: A portion of the proceeds from every sale will go to the nonprofit Inner-City Arts.