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Fried Contemporary's founding members and owners are Prof Elfriede Dreyer, a curator of international standing and an expert in contemporary South African art, and Charles Gijzelaar, an international specialist in business development and marketing, who is also the gallery manager.
The Gallery is held in high esteem due to the calibre of the artists exhibited and promoted and its curator's association with the University of Pretoria.
Fried Contemporary has for the past eight years been advising on contemporary art acquisition to corporations, public institutions and private investors. Providing an inventive forum for contemporary art, the Gallery maintains quality and relevance in exhibitions and offers short courses in art investment, theory and practice. The Gallery has an increasing following of more than 2000 visitors per year and provides information to more than 50 schools and universities. Its geolocality positions the Gallery as showcase for the talent of major artists, emerging graduates from top institutions and selected rural artists.
Fried Contemporary has chosen to specialise in contemporary art - considered the postmodern art from the 1970s onwards - for the simple reasons that: (1) it can be acquired at a much lower price than the 'old masters' and in the long run provide significant growth in monetary value; (2) it is collected by prestigious public and private collectors which accords significance and builds desirability; and (3) it is more sustainable as investment than commercial art.
The Gallery has already completed several public engagement projects in collaboration with the Development of Southern Africa, including a sculpture garden and six large murals in Attridgeville and Durban. The Gallery also consulted on art acquisition for the New Library of South Africa and has for the past seven years provided art education to the broader public.
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