YELLE curated quarterly collections of collaborations. Original art works and limited edition prints were available online and in our pop up shops. Contributors & readers were both artists and non-artists alike. Our goal was to bridge the gap between artist and audience in order to create a more personal connection with art.
The inaugural YELLE Pop Up Shop opened in Alphabet City, New York in May 2013. This temporary gallery was open for 2 weeks and featured over 50 original works of art. This collection was entitled FEMME as all of the artists were female. The gallery was grouped by collaborative work and individual work from the artists and encouraged viewers to discover how an artists’ style could expand through collaboration.
After great success in Manhattan, the FEMME gallery traveled to Atlanta, Georgia for another Pop Up Shop, this time in a recording studio called The Cottage in East Atlanta. Appropriately, the launch party was hosted in partnership with Sofar Sounds, a group that organizes monthly ‘living room concerts’ around the world. The gallery was open for a full weekend.
The second and last collection was entitled STORYTELLERS and featured three collaborations and six artists including: street artists CB23 & FoxxFace, musician John French, graphic designer Richard Morgan, writer Zack Kraimer, and illustrater JWalker. This collection was open for one night only and featured a full gallery, a performance from Justin 'Mosaic' Culver, and a live painting session. The event was hosted by Secret Loft, a unique space in Bushwick, Brooklyn.
The YELLE brand was born from a spirit of rebellion. YELLE's Pop Up Shops & Online Shop were the answer to young people frustrated by the lack of access to affordable art. The logo had to reflect this: both the unity of a new group of digitally savvy (yet analog obsessed) young collectors and the boldness of a new approach to the art business.
While the logo played 'bad cop', the YELLE color palette played 'good cop.' Sure, we're sticking it to the man by creating a new market for affordable art. But we're also having a hell of a lot of fun doing it. The FEMME collection featured art solely from female artists. As a result, the color palette is bright, but punchy. In contrast, Collection No 2 featured mostly male artists; the color palette is more muted (with a dash of hot pink).
The JeanLuc font was created to honor the perfection that is : Jean Luc Godard's film credits. (If you don't know what I'm talking about, please click this link.) It's clean & bold, but playful and with the occasional dotted "i". The font visually conveyed the YELLE voice : light, but straightforward; young, but with taste.
YELLE’s main focus was to encourage a younger generation to start collecting art by making affordable art available through Pop Up Shops (traveling galleries). Although in-person purchases were always preferred, all of the works (and some extras!) were also available online.
The YELLE Online Shop also featured a dedicated section for the Collaborators; the artists from each collection that had been paired with one another to create these unique works of art. Their stories & behind the scenes looks at their works in progress gave even the online viewer a peek inside the art-making process..