Gradation Target

Located at 16 West 56th Street in New York, Siegelaub's gallery - Seth Siegelaub Contemporary Art - dealt not only in fine art but also in Oriental rugs, which are sometimes incorporated into shows. This coupling provided the dealer an appropriate setting to project the image of the art collector as a highly cultured individual surrounded by refined objects. Additionally, the combination of new art and old, "timeless" rugs inevitably suggested that this particular "new" would also withstand time and become "priceless". Siegelaub's aggressive promotion of his gallery is evident in the structure of his first exhibition (14 September-10 October 1964). He arranged paintings and sculptures by a number of artists throughout the gallery space and placed couches and chairs on an exotic carpet in the center of the room. The gallery visitor was encouraged to lounge in the seats and experience the show as an environment.