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.