Art Market
Olivia Allen
Portrait of India Rose James. Courtesy of Soho Revue.
India Rose James, the driving force behind Soho Revue, is bringing a refreshing and personal perspective to an ever-changing London art scene. “I initially went to art school to become an artist, but it was the judgment I couldn’t deal with,” she laughed, recalling pressure cooker–style art school critical reviews that made her rethink the path most trodden. Finding her true calling in curating and collecting, James redirected her energy into a space where art could flourish without constraints..
James first established Soho Revue in 2015 in an old recording studio as “a passion project without any grand expectations.”
“I immersed myself in the art world, opened up the gallery too close to being out of school, but I learned a lot,” James explained. “It was a steep learning curve. Life happened and when my gallery partner and I went our separate ways, I decided to relaunch Soho Revue just before COVID.”
Exterior view of Soho Revue, London. Courtesy of Soho Revue.
When it reopened in 2019, the gallery found its current home on Greek Street in the heart of Soho. From this vantage, where the vibrant energy of London’s creative scene has been converging for decades, she ushered in a new era for the gallery with a distinct and refined vision.
A Soho staple
The gallery evolved from what James describes as a “party-like vibe” to something “more professional and personal.”
“It was fitting for our age at the time,” she added. “We had a lot of fun and built strong connections, but as time passed, my focus shifted. The glamourization around my job was very different from the reality.”
Similarly, James’s approach became more refined as Soho Revue grew. “It was a personal project where I had full control, and the gallery’s aesthetic became more defined. The change was partly intentional. I wanted to create a space that felt more feminine and aligned with my vision.”
Joana Galego, Installation view of “‘mole lunar sinal’” at Soho Revue, 2023. Courtesy of Soho Revue.
And that vision is one reflected in the gallery’s program, which is guided primarily by James’s personal taste rather than commercial considerations. Today, the gallery champions artists such as Nooka Shepherd, Alma Berrow, and Alanna Hernandez.
“The most important factor is whether I genuinely like the work,” James explained. “You want something you’d have on your wall rather than what a pushy salesperson is selling. I wouldn’t sell a piece if it wasn’t something I would want in my own home.”
Citing her background as a collector of emerging artists and her education in art school, James has honed her ability to appreciate the nuances of technique and predict a client’s evolving tastes. The only downside to this personal approach is, she noted, “a very bad habit of buying a lot of stuff from my own gallery.”
(Central) London calling
As the gallery has flourished, so has the vibrant local scene, with artists and galleries following a similar trajectory of growth and creative evolution. This parallel development sets the stage for exploring the artists James is watching and the dynamic community that surrounds the gallery.
James’s enthusiasm for emerging artists is evident; she currently has her eye on Anna Ruth at nearby Sarah Kravitz Gallery and Johanna Seidel, alongside a few other unnamed artists whose work she’s keen to acquire before revealing it to the world. Spending her days in the heart of Soho, James is also an advocate for neighboring galleries, with Cedric Bardawil, The Artist’s Room, Alice Black, and WORKPLACE featuring on her list of nearby favorites.
With such a prime location comes a wealth of gallery openings each week, and James has honed a strategic approach of “planning your route and picking the one you want to be sociable at, and going last” when navigating an evening on the Soho art scene. “It can definitely be intense. During Frieze, I can do up to seven openings in one night, but it’s exhausting,” she said. “For regular gallery openings, I try to keep it to about four per night.”
A keen advocate for the bustling streets of Central London, James added, “Soho has a special place in my heart. I named the gallery after my grandfather’s bar, so it feels like a personal connection to the area. The London art scene is incredibly dynamic and constantly evolving, and it’s always going to be full of young, budding, aspiring artists because we have fantastic art schools.”
Portrait of India Rose James. Courtesy of Soho Revue.
Despite the market being somewhat unpredictable as of late, James is optimistic. “The community of galleries and artists in Soho, in particular, is thriving,” she explained. “The area has seen a transformation with new galleries and creative spaces popping up. It’s exciting to witness this growth and the increasing vibrancy of our street. Soho is unique because of its strong sense of community, and there’ll always be people passing by and hanging out here.”
In terms of Soho hotspots, James has no shortage of recommendations. Aside from the plethora of local galleries a stone’s throw from Greek Street, “Trisha’s holds a special place in my heart,” James said. “I love the Groucho Club—it’s a classic. Milk Beach is great—we’re spoiled,” she added. So, there’s no excuse for popping into a nearby Pret a Manger.
Looking ahead, James is brimming with optimism for the future of Soho Revue. “We will continue to evolve and embrace new ideas and artists,” she said. The gallery’s residency program at Artists House, a self contained office building through a nearby courtyard, has been a particularly rewarding venture. Working closely with resident artists and involving them in creating prints in the gallery’s print room has been a fantastic experience, she shared. This hands-on collaboration highlights Soho Revue’s commitment to fostering creativity and innovation, while James’s outlook on the London art scene remains equally sunny.
