Founded in 2018 by Antonia Marsh, Soft Opening presents UK-based and international emerging contemporary artists, often their first solo presentations in London. Focusing on work pushing conventional limits of medium or material, the gallery presents a wide range of media and practices.
Soft Opening built its early program with projects that responded to the gallery’s unique first location in Piccadilly Circus Underground Station. Opening a second space in East London in 2019 saw programming strategy develop as Soft Opening began participating in international art fairs and representing artists. Programming is now focused at this East London space. In 2020 the gallery began publishing artist monographs - the first was with Tenant of Culture in 2020 followed by Gina Fischli in 2021 and Sin Wai Kin in 2022.