Many shades of the color white would be suitable to paint a gallery wall. "The 'wrong' kind of white isn't likely to ruin many exhibitions," says dealer Edward Winkleman, author of How to Start and Run a Commercial Art Gallery. "But there is a subtle psychological effect to every color."
In his previous New York gallery spaces, Winkleman has chosen Benjamin Moore's White Dove, "which has a slight hint of yellow to it and warms up the room nicely," he says. He wanted the ambience of "a pub in England." But he opened his new space, on West 27th Street, in January with the walls painted Super White. "This cooler white connotes a sense of examination," Winkleman says, "like an operating room or interrogation room, which is appropriate for the work in our first show," conceptual photography by Ulrich Gebert.