An alternative to the frieze? 21 New York galleries have come together for a collective exhibition of works from the 1970s

There’s an over-emphasis on novelty during Frieze Week. Dealers talk about emerging trends and brag about recent work on their listings. Articles, some of which on this site, presumably, will spotlight new entrants and crown future market stars. Everyone wants to know: What’s the next big thing?

But this week, 21 dealerships will ignore the novelty and instead look back 50 years. This is the precept behind “That 70s show”, a joint presentation of work from the 1970s by 21 New York galleries, including Bortolami, Karma, Kasmin, Lyles & King and Ortuzar Projects.

From May 18-21, they’ll take up residence on two storied floors at the Eric Firestone Gallery on Great Jones Street, a stark, bright space that itself resembles the downtown art world of yesteryear. The conviviality of the event also reflects a simpler time, a time before talking about markets and foot traffic, when galleries were more like art spaces than Apple Stores.

The event, hosted by Eric Firestone, is billed as an “alternative” to Frieze New York, but you won’t confuse it with this or any other major trade show. There are no booths or bars; no overpriced pastries or bank sponsored signs. Each presenter was given the same wall space in the gallery, with most choosing to exhibit two to five works each. None of them paid to participate.

In truth, “That ’70s Show” will feel less like a fair and more like a living room – or maybe just a group show put on by friends. In fact, that’s exactly what it’s all about.

Just four weeks ago, Firestone began texting and calling other New York gallery owners, most of whom run similar small-to-medium sized spaces downtown, with his idea. Of the approximately 23 dealerships he approached, only two declined to participate. “Everyone just said yes,” Firestone recalls, as if still surprised by the response.

Installation view of ‘That ’70s Show’ at the Eric Firestone Gallery, featuring works by Robert Duran. Courtesy of Eric Firestone Gallery.

The fact that participating galleries only had a month to prepare may have actually softened Firestone’s rhetoric. Most dealerships, he pointed out, run their trade show booths for months or even a year; the spontaneity of his proposed show eased the pressure of planning. “Everyone really reacted,” he said. “I think it’s something refreshing for all of us.”

Among the highlights of the show, a series of trippy paintings by roger brownpresented by Venus over Manhattan; multiple prints by color-obsessed photographer Sandy Skoglund, courtesy of Ryan Lee Gallery; and a pair of films by Susan Brockman, presented by Soft Network. The Franklin Parrasch Gallery will present artwork by Sylvia Snowden; PPOW brings plays by Dottie Attie and Judith Linhares. All the works were made in the 1970s.

The idea to focus on this particular decade came to Firestone a month ago when he heard critic Jerry Saltz reflect, in a lecture, on the importance of galleries fostering the legacy of older artists. All participating galleries bring a “long-term” approach to the work of this week’s exhibition, the dealer said.

Installation view of ‘That ’70s Show’ at the Eric Firestone Gallery, featuring works by Joe Overstreet, June Leaf and Anita Steckel. Courtesy of Eric Firestone Gallery.

When asked what he meant by “long lens,” Firestone pointed to painter Joe Overstreet, one of two gallery artists featured in “That ’70s Show.” The industry was slow to appreciate the work of Overstreet, with whom Firestone began working in 2017 (he died in 2019), but renewed attention from academics and conservatives in recent years l repositioned himself as one of the most influential artists of his generation. Sales of Overstreet’s work also followed.

“It’s not about the race,” Firestone said. “It’s about: how do you strategically take this work and properly give it the visibility it needs? This is the mission of most galleries dealing with this type of material.

“That 70s showwill be exhibited at the Eric Firestone Gallery, 40 Great Jones St, New York, From May 18 to 21.

More trending stories:

A Philadelphia man has paid $6,000 for cracked church windows he saw on Facebook. Turns out they’re Tiffany’s and they’re worth half a mil’

Mona Lisa’s other secret – where the portrait was painted – may have been solved by an art historian using drone footage

A Dutch museum hosted a rare family reunion for the artistic Brueghel dynasty – and the Brueghel women are invited to the party

Smithsonian National Museum of African Art director resigns after less than two years, citing ‘resistance and backlash’

‘Not all of us are Ikea-loving minimalists’: Historian and author Michael Diaz-Griffith on the resurgence of young antique collectors

First auction of late billionaire Heidi Horten’s controversial jewelry is a huge success, raising $156 million

An Airbnb host got more than he bargained for with a guest’s quirky art swap – and the mystery has gone viral on TikTok

Not patriarchal art history, but art history: Judy Chicago explains why she dedicated her new show to 80 female artists who inspired her

An artist asked ChatGPT how to create a popular Memecoin. The result is “TurboToad”, and people are betting millions of dollars on it

An elderly man spray-painted a painting by Miriam Cahn in a Paris museum after right-wing censorship attempts failed