Etan Ilfeld started Tenderpixel Gallery, located in Central London, in a rather spontaneous fashion back in 2007. After obtaining a master’s degree in film studies, Ilfeld decided to relocate from Southern California to London to pursue a second master’s in interactive media from Goldsmiths, University of London. He felt that Tenderpixel would be a perfect reason to stay in London and become more acquainted with the city’s contemporary art scene.
“My landlord had a vacant store, which I thought I could experiment with and provide as a platform for some of the artists that I met at Goldsmiths,” Ilfeld says. “I initially had no idea how it would all develop, and it just grew organically.”
Tenderpixel is a tiny space (less than 65 square feet) that acts as a creative incubator for artists. Many of the artists that are invited to exhibit usually showcase work that is highly conceptualized.
Previous shows include an exhibit that was built around fictitious books that are mentioned within actual books and an exhibit that allowed patrons to dismantle artwork and purchase a section of it for a fraction of the original price.
“If it’s different and it stimulates the imagination, that’s a good start,” Ilfeld says. “The fun thing about Tenderpixel is that I never really know how a show will look until it actually happens.”
Ilfeld has also incorporated his interest in film into Tenderpixel’s programming. For the past four years, the gallery’s staff has been teaming up with the Rushes Soho Shorts Festival to host Tenderflix, a program that highlights the annual film festival’s experimental entries. Last year, Tenderpixel’s staff also introduced the Flicker Alley Film Festival that honors its neighborhood’s role as a hub for Britain’s burgeoning film industry in the early 20th Century.
Though the gallery focuses on allowing artists to pursue innovative projects, Ilfeld has also branched out into a commercial venture, Tenderproduct, which enables artists to create affordable pieces and sell their work. The shop and the gallery are located in neighboring spaces, and though Tenderpixel’s physical space may be limited, it has made a sizable impact on Central London’s creative community and contemporary art scene.
“I hope that we can continue to grow in name and accolades,” Ilfeld says, “and [that we] continue exhibiting a diverse range of artists.”