Southern guild bets big on tribeca after l.a. pivot
Forget tentative steps. Southern Guild, the Cape Town-based gallery known for its unconventional artist collaborations and production infrastructure, is planting its flag firmly in Tribeca. After a year-long experiment in Los Angeles shuttered, the gallery is reopening its doors at 75 Leonard Street, a restored cast-iron building boasting 17-foot pressed tin ceilings – a statement of intent that feels both bold and considered.
A calculated retreat, a new vision
The Los Angeles venture, launched in February 2024, served as a crucial testing ground. Trevyn McGowan, co-founder alongside her husband Julian, frames the experience as essential learning. “LA was experimental,” she admits. The couple meticulously observed collector tastes, refined their offerings, and even tested out events like bespoke gallery dinners and live performances. It wasn’t a failure, but a necessary primer for a larger, more permanent commitment.
The move to New York isn't just about geography; it reflects a refined understanding of the market. Andrea Delph-Dorcely, Southern Guild’s sales director, notes the current climate of caution within the Art world. “There’s something powerful about arriving in New York with fresh energy and a program that feels both confident and considered,” she says. The Tribeca space itself—a sprawling 4,000 square feet—speaks to this ambition, with exhibition galleries, a viewing room, and offices all housed under that impressive pressed tin ceiling.
Beyond the gallery: an artist ecosystem
Southern Guild’s distinction isn’t simply about showcasing Art. For nearly two decades, the McGowans have cultivated a unique ecosystem, nurturing a roster of cross-disciplinary artists driven by material experimentation and process-driven work. This isn’t a passive representation; it’s an active partnership. Their backgrounds in interior and set design inform a hands-on approach, extending to production, logistics, and even fabrication—a model I witnessed firsthand during a visit to the GUILD Residency in Cape Town.
Unlike many residency programs that demand exhibition-ready work, the GUILD Residency prioritizes research, independent exploration, and knowledge exchange. The sprawling loft space, echoing with the light and color of gallery artists’ works, functions as a hub for creation, supported by a fully equipped warehouse with production wings, a photo studio, and on-site crating and shipping facilities. The sheer volume of logistics—massive tree branches resting in custom wooden crates awaiting shipment—underscores the gallery’s commitment to supporting artists’ expansive visions.
Collaboration at the core: a woman-led model
The intimacy of collaboration is woven into Southern Guild’s DNA. The McGowans actively involve their sales directors and managers, a team largely composed of women, in the creative process. “We see ourselves as partners and collaborators,