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A New Generation of Art

Posted by Hiro on 02-11-2026

Art and Architecture

For centuries, the market for Old Master paintings has been associated with established galleries, wealthy collectors and experienced dealers. Today, a younger generation of art professionals is challenging that image, bringing historical artworks into contemporary spaces and reaching audiences through social media.

At Frieze Masters in London in October 2026, dealers in their thirties and early forties demonstrated how traditional art businesses are adapting. Some have inherited family galleries, while others are building independent businesses despite considerable financial challenges.

Why Entering The Art Market Is Difficult

Selling historical artworks requires substantial investment. Paintings and sculptures can remain unsold for years, while dealers must cover research, restoration, insurance and exhibition expenses.

Veteran dealer Johnny Van Haeften estimates that establishing an Old Master gallery today could require between £5 million and £10 million in available capital.

This creates significant barriers for younger professionals without family resources or wealthy investors.

Nevertheless, new dealers are finding ways to establish themselves through specialist knowledge, innovative presentation and carefully developed relationships with collectors.

Family Galleries Find New Leadership

For some younger professionals, entering the industry begins with an established family business.

Ambrose Naumann, 37, developed his career after joining his father Otto Naumann's gallery in 2012. Over time, he gained experience organising exhibitions and acquiring artworks before developing his own operation.

Victor Custot followed a different path. Having previously run a technology company, he joined his father's London gallery in 2022 and quickly discovered an interest in the art business.

Laura De Jonckheere also represents a new generation within an established family enterprise specialising in Dutch and Flemish Old Masters.

Although these dealers benefit from existing networks, building personal credibility and relationships remains essential.

Fresh Spaces Attract New Collectors

Younger dealers are also reconsidering how historical art should be displayed.

Mattias Vendelmans, 33, specialises in European art from the late nineteenth and early twentieth centuries. Rather than relying on traditional interiors filled with dark fabrics and elaborate frames, his London gallery features bright walls and contemporary design.

This approach helps historical works feel more accessible to visitors unfamiliar with conventional art galleries.

Social media has also become an important sales channel. Vendelmans reports that some buyers purchase artworks after discovering them on Instagram, without visiting the gallery.

Art Fairs Create Valuable Opportunities

Major international fairs provide access to collectors who might otherwise be difficult to reach.

However, participation involves considerable financial risk. Dealer Willoughby Gerrish estimates that exhibiting at Frieze Masters costs his business at least £100,000.

Despite the expense, he considers the opportunity worthwhile because new relationships can develop into long-term commercial partnerships.

Gerrish is also expanding his London presence with a gallery on Jermyn Street, demonstrating continued confidence in physical exhibition spaces.

Women Are Changing The Industry

The transformation also involves greater visibility for younger female dealers.

Charis Tyndall became involved in running antiquities specialist Charles Ede while still in her twenties. Working alongside experienced colleagues helped her establish credibility in a traditionally male-dominated sector.

She now works with business partner James Richards, expanding the gallery's interests into more recent artistic periods.

What Comes Next?

The arrival of younger dealers demonstrates that historical art can appeal to new audiences without losing its cultural significance. Digital communication, contemporary exhibition design and fresh professional perspectives are helping an established market evolve while preserving its connection to the past.