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Poster Child
From left: Posters by Paul Wackers and Wyatt Kahn. Courtesy of

Poster Child

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, 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.

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