When choosing art for a home, it’s important to first understand the client’s personal taste. What style do they prefer—modern or classic? Do they like figurative or abstract art? Are they drawn to vibrant colors or more subdued tones? Every detail matters when selecting the perfect piece. Size is also crucial. An artwork that is too large can overwhelm the space, while one that is too small can get lost. Additionally, it’s important to consider the placement of the piece. Whether it’s on a central wall in the living room or in a quiet corner of the bedroom, the correct placement is key to achieving the right combination and flow.
Africa First was founded by Serge Tiroche in 2017 as a platform to support and promote Contemporary Art from the continent. An active collector of African Contemporary art for over a decade, he decided to focus his private collecting and residency program on emerging artists from Africa and its diaspora. Africa First actively promotes the artists in its collection through its website, gallery collaborations, a lending program, digital media, an artist residency, newsletters, sponsorships, prizes and commissions, as well as various forms of collaboration and advisory work with a multitude of institutions in the art ecosystem. These activities are essential for the advancement of the artist’s profiles and ultimately long-term value creation.
In March 2024, START by Serge Tiroche opened a new show-room in the Jaffa Flea Market where it showcases works from the Israeli collection as well as from the Africa First collection. The multi-purpose space boasts more than 400 artworks on exhibit in an open storage format with 25 large double sided sliding walls. Approximately half the works are by African and Diaspora artists. The space is open daily and operates as the company offices and principal local storage facility and showroom. It also contains an art library and a small lounge area. We advise booking viewing and/or consulting appointments. Tailored gatherings are organized occasionally, by invitation. To view the catalogue please click here
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