Can you share a bit about how The Galerie Fitzroy came to life?
The Galerie Fitzroy came to life when I was working in the United States. There were huge, fabulous, original vintage poster images on the walls of an iconic restaurant I was eating at called Stars in San Francisco. After years of collecting and meeting many people in the industry, a dealer turned mentor and friend, the late Gail Chisholm, a legend in the field, made a life-changing suggestion to seriously consider dealing once home.
What is it about vintage poster art that first grabbed your heart and what’s kept the spark alive over the years?
It was the size, colour and boldness that first grabbed my attention and continues to today, you cannot help but sit up and take notice. The spark is all about finding unique and fabulous pieces from all over the world and sharing them with others. The thrill of the chase never gets old.
You’ve called this ‘art for the people’. What does that mean to you and how you go about curating your collections?
These posters were all created to advertise a product, an idea or destination, they weren’t created to last — simply banged up onto a wall or in a billboard to then be covered over with the next campaign a few weeks later.
Original Vintage Posters have always been for the people. But an interesting thing happened in the late 1800s / early 20th century, iconic artists were hired e.g. Toulouse-Lautrec or Cheret, which in turn led to a collector mindset amongst middle classes as they noticed the same person whose works were renown also sat in windows and shop or restaurant exteriors. An industry was born as printing houses jumped on-board and would print a few more than asked, saving or giving to the artist’s family.
Curating collections is one of the best parts of owning a gallery… it’s also frustrating, as I say no or hold back far more than I want to! Being a collector first has meant that I know the customer experience intimately, I was one myself for almost a decade, so I wear that hat first and foremost.
The number one thing is that I have to like it or have an affinity with the image. I also listen to what people ask for, there’s often a theme or destination that appeals for a time depending on pop culture and nostalgia at the time. Obviously, I look at my inventory daily to see what sizes need replenishing. I also work hard to keep collections varied and unique, the posters are a finite source — 95% I won’t see again once it’s purchased, this is super important to me.
I have some things I pop aside that may not be to everyone’s liking just yet, knowing they will grow in value and I’m currently hell-bent on creating a range for the younger generations who are all about vintage and sustainability and having nice things (as am I!!) but may not yet have the means for the larger scale pieces. So teaching props, labels, old cards, mini posters and point of purchase signs are a fabulous starting point and I’m absolutely loving putting that together.
How do you go about sourcing the posters in your collection? Where do you find them and what are you drawn to when choosing pieces?
Having been in the industry as a collector and dealer for almost 30 years, I have gotten to know many people, so I often reach out and ask colleagues if I am sourcing something specific. But I’ve been surprised at how many people have come to me and offered things since setting up. It’d be great to get on a plane and head overseas again, as there’s always surprises to be found or you catch the gossip but I’ve not done that since my Sons were born. There’s more than enough sitting here waiting to go to the conservation studio.
Are there any posters in your current collection that you’re especially excited about right now, or one that always gets a big reaction?
I’m really excited about our Metro Collection, fashion, exhibition and product advertising from 1980 to 2003. It’s an online category, which I’m adding to all the time. This was something we purchased about 16 years ago, they were found in a barn in southwest of France, created for the Louvre and Metro Stations. Being younger than their vintage cousins, it could’ve been something we bypassed but somehow I knew they’d be the vintage posters of the future and eventually marry in with the rest of the collections. Finally, that’s exactly what’s happening… the 80s are Retro and 90s is having a renaissance. We’ve spent the better part of a decade, inventorying and taking pictures of them and hoping by the end of the year we’ll have the entirety online for all to enjoy!
If you had to start your own personal collection from scratch, which posters would you snap up first, and why?
I wouldn’t do anything differently today to what I did almost three decades ago. I would simply choose the images that appeal to me. You’ll find that over time, there’ll be particular styles, artists or subject matter that speak to you more and slowly your collection will become honed in on that.
Just thinking about it, if someone was to come into my place, I am unsure that they’d notice a theme or connection other than they are original vintage poster images, bright, fun, rare, unique… and somehow they all work together, just as they do in the studio.
If someone has a wall crying out for a little love, can you share a good way to start building a collection, especially if they’re new to poster art?
Oh, I love this question! Again, it is as simple as seeing what you are drawn to. My mentor, Gail Chisolm, late renowned NYC poster gallerist, suggested dealing as she said that my eye was different to others, I went for cheeky, humorous, kitsch, cutesy or sexy, often politically incorrect images. But it wasn’t as if I collected those particular pieces on purpose, they were what I had an immediate response to. And still that’s what draws my eye today.
Everyone has unique taste when it comes to art. So I would say start with an open-mind, be mindful of your budget and the size that would work, ignore the voice in your head that perhaps talks about matching colours or anything in a specific room initially. Go through collections, putting aside what you initially respond to, then look through them again, prioritising the one or two that really jump out at you — your intuition will guide you to the right piece.
Can you share how you help someone find their poster, the one that really clicks?
Honestly, I show the collections, give additional information as we sift through, then I get out of their way! I may bring things to their attention as the conversation goes along and there’s certainly never such a thing as a dumb question but I don’t do much in the way of leading people in a certain direction.
Every client experience is different but universally, people have a gut response to each image, given that the majority are advertising posters they are made to evoke an emotion, make you feel good and draw you in. So it really is a case of ‘when you know, you know.’
Do you have any tips for displaying vintage posters at home, especially framing ideas, styling suggestions or things to keep in mind?
This is a passion of mine, framing and placement of images, it’s what makes our Art truly sing!
People often get hung up on framing, so my first suggestion is to choose a frame individual to each piece. In my tiny inner-city terrace sitting room I have eight images and five of them are framed differently, but they all hold their own because they are framed to the actual image.
Also, hanging too high is often people’s natural inclination. Art should be hung at eye-level as often as possible, I’d rather a piece lower than looming over you when you sit at the dinner table. Often people want the entire image seen when they walk into a room, but these are powerful, noticeable images so they are eventually seen from every angle.
What do you love most about being based in Fitzroy, and how has the neighbourhood shaped The Galerie Fitzroy?
There is nowhere else in Melbourne that we ever considered other than Fitzroy. We opened our online store in 2002 (showing from a local storage facility) and our first brick-and-mortar in 2007. We are Northside people having been raised in the outer suburbs, frequenting and then living in the area since the late 80s. We know the area well, also being a niche, cool, unique product that has a touch of street to it — I mean, really, where else in Melbourne could we be as perfectly matched?
I love all our neighbours, from the people who hang out downstairs to the small businesses, we all chat and support each other, we purchase from each other and I eat locally as often as possible. The familiar faces of the locals and businesses that have been around for years are what keep me here. The thought of moving, fills me with dread.
Fitzroy is now at the top of Melbourne tourist destinations, so that’s something I’ve noticed an influx of recently and I welcome it. I think that people visit, looking for the element of surprise that our back lanes and hole-in-the-wall spaces provide.
The fact we are a hidden gem, we’re the hole-in-the-wall vibe, one level up from Brunswick Street is perfect for delighting visitors and locals alike.
What are your go-to spots in Fitzroy, the places you find yourself returning to time and again?
Mario’s, I’ve returned again and again and again, and always recommend it to others. It’s consistent, iconic and once you take a seat you can stay all day if you want. Back in 2005, I ate a three-course meal while in labour with my first-born there, (which, incidentally, came on during the play of one of their wait-staff!) while staff counted contractions.
For budget-friendly, quality and quick eats, Little Hop is a must. I take visitors to Naked for Satan for drinks and entree plates of delicious bites all whilst looking over the CBD and Fitzroy. And if I don’t have the Breakfast Greens from Stagger Lees, once a month, I go a little crazy, the cravings are real!
Brunswick Street Book Store, the staying power of that business through the Amazon takeovers etc. has me so impressed, that place is like a warm hug.
Flowers Vasette has beautified our street for decades now, I absolutely adore everything about it and sometimes simply walk in the door, look and whiff the flowers and walk out again. Instantly transports the senses to the next level.
Cottage Industry led by Pene Durston is such a delight, it has a lot of sentimental value for me also. I always buy special things and a pair of her amazing handmade fingerless gloves most seasons for someone, as I already own three pairs…but every year she releases the new season colours, I cannot help myself.
Mud on Gertrude Street is the most divine space, it’s my go-to for special gifts, perfectly curated and merchandised and the staff are incredibly helpful.
And finally, the girls down at Lore Perfumery are helpful and knowledgeable and enthusiastic, always a fab retail experience.
Where do you like to take visitors when they’re in Fitzroy? Are there any must-see stops, shops or streets you love to show off?
Rose Street and Fitzroy Markets have become iconic, I’d always suggest people go there and suggest to tourists that they ‘do the loop’ of Brunswick Street, Johnston Street, Smith Street and Gertrude Street, ducking in the backstreets occasionally to see what little surprises crop up.
What’s a typical Saturday like in the studio, and what can someone expect if they drop in?
A typical Saturday is me enthusiastically greeting poster friends and strangers alike – I am so pumped for our Studio Saturdays, as every single one of them is different. It usually consists of framing pick-ups, people specifically coming in to look at the collections, so I flip through the large pile and allow others to ‘stand back and enjoy the show’, there’s usually a slight lull at lunch-time, followed by the kids coming in from the vintage markets and finding that little something special to begin their collections. I have great conversations with a myriad of people from all walks of life and really see myself as so fortunate to continue to make a living from sharing my passion.
After over 20 years, what continues to excite you about what you do?
Owning a retail space allows me to immerse myself in all the things I love about life, so I still find so much of it exciting. I love people, I love connecting with others. I get to meet so many varied and interesting people. I’ve developed so many beautiful relationships with my Gal-Pals.
I love the thrill of the chase, finding that very right thing for that very right person at the very right price. I like the problem solving… even if I’m in tears whilst doing it, eventually it leads to improvement or new ideas. I particularly love the interior decorating aspect of owning a gallery, the curating of the collections and the shop, going to other people’s homes and making them just so with the addition of an original poster or three.
I love working with our framers, we’ve now been a collaboration for 20+ years and they’ve delivered quality work throughout that time, they’re family. I love hanging a new gallery wall, I love devising the next thing, the experimentation and exploring this genre brings: the research, the stories behind the images and artists.
In a world that’s so fast and digital, what do you think art brings to people’s lives, especially something as layered with stories and nostalgia as a vintage poster?
People want authenticity, to know that their choice is unique to them and not on every other wall, they want value and investment, and with the rise of sustainable living practices, original vintage poster art delivers on all these things.
There is an instant response to poster art, everyone has their own tastes and experiences and the sentimentality for certain images kicks in more often than you’d think. They also respond to the stories behind pieces, those little tidbits that are unique to their poster, so the sharing of those is a really important part of what I do.
The joy these posters bring to their owners is one of the best things to witness, they are so proud of them, knowing that they will be passed down over generations. I always ask for pics to see where my babies land… so it’s really a two-way enjoyable exchange.
And finally, can you share what’s coming up next, any launches, special finds or plans you’re excited about?
We are planning on tweaking our website some more, including launching our $200 and under category. And something super special is releasing our personal TGF collection for sale, presenting an exclusive capsule of images that we’ve loved and saved for decades. Obviously I can’t hang onto them all, so it’s time to pass them on — there are some super special pieces that people will go a little berserk for. We are looking to bring them to our Gossip Gal E-News subscribers, first and foremost, before broadening to the public in Spring…. I’m still tossing up whether an exhibition will accompany it.
🕰️ Open Thursday to Saturday, 11 AM to 5 PM
📍 The Galerie Fitzroy: Level 1, 274 Brunswick Street, Fitzroy
📸 Images: Natalie Jeffcott | The Galerie Fitzroy
If you enjoy reading about creative spaces and the people behind them, you might also like our visit to Atelier Claire Taylor, where art, jewellery and craftsmanship come together. Don’t miss our feature on Jodie Hayes at Scout for Vintage, where slow fashion and thoughtful tailoring take centre stage.
