Since 2002, through encouraging new ideas and discourses developed by emerging and established artists, Galeria Vermelho has secured its niche as an alternative to the widespread rigidity of commercial art spaces.
Vermelho opened in 2002 after an intensive process of remodeling and restoration of three small houses located in Villa #350, on Rua Minas Gerais, in the city of São Paulo’s Higienópolis District. Conceived and developed by architects Paulo Mendes da Rocha (Pritzker 2006) and José Armênio de Brito Cruz, the design incorporated exhibition spaces to the already existing architectural structure, while also transforming the area between the three houses into a large open square adjoining the main building’s 120-square-meter façade. More than 100 different projects have already been presented on this huge wall, including paintings, collages, excavations, projections, installations and prospections.
In 2007, Tijuana was created, an exhibition space designed specifically for showing works whose format is incompatible with the traditional space, especially artist’s books. In 2009 the first Tijuana Printed Art Fair was held by Tijuana, bringing together publishers who are dedicated to the publication of artist’s books and special editions. The São Paulo edition of the fair is currently held at Casa do Povo, and in 2014 the first international edition of the event was held in Buenos Aires. Starting in 2010, Tijuana began to publish its own artist’s books, through the Edições Tijuana label.
Another project that Vermelho has been developing since 2005 is the Annual Performance Art Festival Verbo, which after fifteen editions has secured its slot on the calendar of cultural events in São Paulo. As a not-for-profit undertaking, it aims to foster discussion, presenting works by artists and theoreticians whose content points to current questions that expand the field of performance, including creators in the fields of dance, theater, literature, poetry and video. The space at Vermelho thus becomes an environment of shared experience that allows for encounters and interchange between the public and artists from different parts of Brazil and the world.
Vermelho’s most recent endeavor is the Sala Antonio projection room. The Sala Antonio came to receive the production of the artists who have acted on the border between cinema and the visual arts. It came to host a moving images production that require a specific situation of exhibition, whether by duration, technical aspects of production or narrative format, that would make these films to not be properly appreciated in common situations of exhibitions. The creation of the room also inspired and approached the gallery, filmmakers and film producers, leading to releases and film festivals in space.