Informality was founded in 2019 and is a nomadic art gallery and curatorial platform based in London that regularly hosts both solo and group exhibitions with international contemporary artists' on topics about our enviornment.
Informality is ran by Frederick McDonald and Zsanett Der-levine who live in Oxfordshire. After a decade of working in the arts for independent galleries, Frederick founded Informality. After studying fine art, he began working on Cork Street in London’s Mayfair, working with European and 20th-century moderns. He later moved to Australia and was a consultant with one of Australia’s leading commercial galleries. During his time in Australia, Frederick became active in the museums' community joining the MCA (Museum of Contemporary Art, Sydney) as a young ambassador, and simultaneously being appointed president of the young member’s committee at the AGNSW (Art Gallery of New South Wales, Sydney). Frederick went on to represent the AGNSW at a conference in Lisbon for the WFFM (World Friends Federations of Museums). Since returning to the UK he has worked for an established gallery as an advisor before founding Informality.
Zsanett joined Informality in 2020, bringing with her a passion for the arts and a history of working with leading global companies on their branding and marketing strategies. Having worked on campaigns with Vogue (Australia), Qantas, Red Bull, The Coolhunter, MTV, and the Soho House group, as well as helping start-ups with their growth strategies.
In 2021, Informality formed a partnership with an established global art advisory. The partnership offers our clients a wealth of experience and knowledge alongside senior advisors and experts which provides an honest, non-biased working relationship navigating both the primary and secondary markets.
We are engaged with an active network of galleries, artists, advisors, and curators and can advise on how to start, manage and sell a collection of art from emerging to established.