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Jay
Jopling, an ex-Etonian and son of a Conservative
MP, founded the gallery in 1993. Jopling
had previously enjoyed media success as
a student organising a successful art auction
in New York for AIDS charities. The cramped,
tiny gallery in St James' was one of the
epicentres of the London art boom in the
1990s, showing Damien Hirst, Tracey Emin,
Mark Quinn, Gavin Turk and Sam Taylor-Wood
(who Jopling went on to marry). Jopling
opened a second space in the Spring of 2000
in a converted industrial space in Hoxton
Square, Shoreditch. White Cube's presence
in Shoreditch confirmed that area as the
new art capital of Europe, and he has been
followed there by a number of other dealers
including Victoria Miro. Still the most
credible art dealership in London.
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