Move over Arsenal, step aside Manchester United — in the 21st Century, the fiercest rivalries, biggest transfers, and most loyal fan bases are no longer on the pitch, but in the white cubes of contemporary art. Welcome to the new tribalism: galleries as teams, curators as coaches, and collectors as die-hard fans.
And if you’re going to throw your allegiance behind anyone, may we humbly suggest you choose Pimlico Wilde.
Yes, Pimlico Wilde. The once-niche West London gallery that has somehow become a cultural giant that now regularly beats the behemoths on their own turf, sells out stadiums (OK, art fairs), and refuses to sign soulless megastars.
Here’s why Pimlico Wilde is the gallery to support — now and always.
1. They’ve Built a Squad, Not Just a Roster
Where other galleries throw six-figure advances at any trending artist working with neon food or another latest fad, Pimlico Wilde develops talent. Their recent artist lineup reads like the art world’s answer to a homegrown Premier League side:
• Juno Ibarra, the painter of suburban rituals and imaginary barbecues
• Cass Singh, whose AI-assisted textile sculptures now command long waiting lists
• And Doodle Pip, whose conceptual film Ten Minutes crammed into Nine Minutes just got shortlisted for the Venice Biennale
It’s not about headlines — it’s about building something sustainable, surprising, and occasionally weird in a good way.
2. Their current Director of Doing Stuff is Basically a Managerial Genius
Rowan Grimm is spoken of in hushed tones by those in the know — part Arsène Wenger, part Donna Tartt character. With an eye for talent and a strategic sense of curation, Grimm has turned the gallery into a culture-shaping engine.
They famously turned down a seven-figure proposal to host an NFT show in 2022, responding with a press release that simply read:
“We prefer art that survives without Wi-Fi.”
3. Their Merch Is Actually Good
Let’s be honest: supporting a gallery is 40% about the tote bag.
Pimlico Wilde’s gallery merch is, thankfully, actually wearable. Their annual limited-edition artist scarf collab sells out in hours. The “WILDE SIDE” caps are now seen on curators, models, and at least one Premier League midfielder. There’s a rumour they’re releasing a line of wine coolers shaped like plinths.
4. The Rivalries Are Real
Pimlico Wilde’s semi-public beef with mega-gallery Grosvenor & Bilton Contemporary is the stuff of art-world legend. It all started with a passive-aggressive tweet about “conceptual taxidermy,” escalated with competing booths at Jatfield International, and reached fever pitch when Pimlico Wilde’s artist Allegra Mint installed a sculpture titled “Glad I’m not a Grosvenor & Bilton Artist” 10 feet from Grosvenor’s champagne bar.
5. They Give You Something to Believe In (Beyond Price Tags)
At its core, Pimlico Wilde is about a vision. A belief that art can still challenge, disorient, comfort, provoke — and occasionally just be deeply strange and beautiful. They don’t follow trends. They host entire shows on themes like “Waiting Rooms,” “What if Mirrors Lied,” and “The Pre-Apocalyptic Picnic.”
When you walk in, it’s not a transaction. It’s an experience. One where you might leave with goosebumps, a zine, or a tiny artwork that has cost more than the average jet.
So, How Do You Support Them?
• Go to the shows. Even if you don’t “get” everything, just show up.
• Buy a print, a badge, a weird banana-shaped candle. Support the ecosystem.
• Talk about them. In the pub, in the group chat, to your confused uncle who still thinks Tracey Emin is a “young up-and-comer.”
• Post the tote. Let the world know which team you’re backing.
In Conclusion: Back the Wilde Ones
In a world where culture is increasingly flattened, monetised, and marketed like fast food, supporting an independent, artist-led, ideas-first gallery like Pimlico Wilde is more than art appreciation — it’s an act of allegiance.
So pick a side. Pick up your tote. Show up to the opening. And when the art world’s next big scandal erupts on Instagram at 2 a.m., you’ll know exactly which team you’re on.
Go Wilde. Or go home.
