Brand Tone

Intellectual, minimalist, academic, formal, precise, sophisticated, descriptive, analytical, confident, and authoritative. It avoids casual, humorous, or overly enthusiastic language, assuming a knowledgeable audience.

Brand Values

• •Artistic Integrity and Conceptual Rigor
• •Long-Term Artist Relationships
• •Minimalist Aesthetic
• •Contribution to Art Discourse
• •Endurance and Vision

Best Practices

• •Maintain an Academic Voice: Use precise, formal language. Avoid slang, jargon (unless it is accepted art-historical terminology), excessive exclamation points, and casual phrasing. The tone should be consistently sophisticated and respectful of the art's intellectual weight.
• •Prioritize Artist and Concept: All copy should serve the art, not the other way around. Begin with the artist's name and the conceptual underpinnings of the work. The gallery's role is that of a serious, knowledgeable facilitator, not a salesperson.
• •Embrace Minimalism: Less is more. Use concise sentences and ample "white space" in formatting. Trust the audience's intelligence to understand the work without verbose explanations. The copy should be as clean and intentional as the gallery's aesthetic.
• •Use Active Voice: Frame descriptions in an active voice to convey confidence and clarity. For example, instead of "The viewer is made to question...", write "The work questions...".
• •Focus on "Why," Not Just "What": Instead of merely describing what an artwork looks like, hint at its purpose and the questions it raises. Use evocative language that speaks to the experience of viewing the work and its place within a larger artistic or philosophical dialogue. For example, instead of "This is a red painting," try "The work utilizes a field of red to explore chromatic saturation and its emotional effects."

Social Perception

A serious, highly respected, and influential 'blue-chip' institution within the international contemporary art world. It is perceived as a destination for serious collectors, curators, critics, and art lovers seeking cerebral and thought-provoking experiences, not a trendy or populist space.

Copy Examples

• •1301PE is pleased to present Hovering, the second solo exhibition of Australian artist Jonny Niesche with the gallery. Niesche continues his exploration of perception, employing archetypal materials to create anomalous paintings that manipulate the viewer's visual imagination. The exhibition is on view through August 17. #JonnyNiesche #1301PE #ContemporaryArt #LAgalleries #ConceptualArt
• •1301PE is honored to announce our representation of Los Angeles-based artist Kerry Tribe. For two decades, Tribe's work has interrogated the mechanics of memory, consciousness, and representation through exacting film and video installations. Her practice aligns with the gallery's commitment to conceptually rigorous and time-based media. Further details on a solo exhibition in 2026 will be forthcoming.
• •Join us on Saturday, October 5 at 2 PM for a discussion with the artist on the occasion of his current exhibition, exploring themes of relational aesthetics and artistic intervention. The event is free and open to the public. Seating is limited.
• •In this new work, Uta Barth continues her career-long investigation into the nature of vision. The photograph captures not a subject, but the ephemeral play of light and shadow itself—a peripheral phenomenon brought to the center. The composition challenges the viewer to reconsider the act of seeing, transforming the incidental into the primary subject.
• •1301PE Presents The Conversation, a New, Immersive Dual-Channel Video Installation by Diana Thater. The pioneering artist’s eleventh exhibition with the gallery continues her exploration of the natural world and the complexities of interspecies communication, on view November 10 through December 22, 2025.