EDEN, Where Art Thrives Unapologetically

This August, the world’s fastest-growing art brand debuts Orange: Creativity & Loss, Chapter 2 of the True Colors movement, in Aspen, Colorado. The theme of creativity and loss is explored through new works from the artists today’s unapologetic collectors covet: Gal Yosef, Roman Feral, David Kracov, Cecile Plaisance, Mario Matera, ARC, Joseph, $N, Eddy Maniez, and Alec Monopoly. Orange is the new art and everyone is welcome. EDEN is located at 534 East Cooper Avenue. 

With locations in more than a dozen destinations around the world, including New York, Miami, Las Vegas, London, Dubai, Mykonos, and the Maldives, EDEN doesn’t deal in snow globes and visitors don’t leave with a trinket  … they leave with a trophy. Art at EDEN is unapologetically appreciated. It’s the kind of souvenir that says: I was here. I felt something. I brought it home. It is mine.  

The EDEN retail art model has earned fans and foes, but its success leaves little room for debate. While much of the industry has idled, EDEN has grown by double digits year over year, thriving where others trail further and further behind. The secret? A break-glass-for-beautiful-art mentality. A disruptive create-curate-sell model that blurs the lines between artist and collector, between moment and memory.

With revenue in the nine-figures, a discreet but elite clientele including royalty mega athletes and CEOs and celebrity artists like Adrian Brody Alec Monopoly, EDEN is winning big by betting on a new generation of unflinching artists and art lovers. “The question of taste strikes at the heart of the EDEN DNA,” explains EDEN CMO Ron Klimovsky. “It has on the one hand drawn the ire of the establishment – but also has been the key ingredient accelerating our growth.

We don’t pretend to be above the noise, we simply have turned it into music, transforming the white-wall-and-whispers experience into a bold, colorful one that knows how to throw both a visual and visceral party.” With True Colors, EDEN invites exploration of duality. Red: Desire & Danger, launched in St. Tropez, in July. Orange: Creativity and Loss opens exclusively in Aspen, inviting guests to step inside paradox and contradiction.

Though worlds apart, both share a rare and luminous quality. One basks in eternal summer. The other glistens beneath a winter hush. Yet both pulse with the same energy: playgrounds for the bold, the beautiful, the dreamers, the collectors. It's no coincidence that Aspen and St. Tropez were chosen to frame the movement’s first two chapters. EDEN is the anti-mirage, true, tangible and present in the playgrounds for the bold, where pleasure and provocation exist in equal measure.

This is just the beginning. EDEN collectors don’t ask if a piece would meet the approval of a curator. They ask if it will haunt them if they don’t bring it home. “We believe in art that flirts back. In sculpture that makes you do a double-take. In paintings that don’t whisper, they yodel at full volume. We love the glamorous, the camp, the unexpected. We mix pop and poetry, elegance and excess. And we’re not afraid of sparkle,” explains David Laxer, EDEN’s Director of Brand.

Founded in 1997 by French-born art visionary Cathia Klimovsky, EDEN believes art isn’t something you inherit like antique silver. It should be fun. Loud. Emotional. Possibly covered in rhinestones. Because deep down, even the snobs are secretly enjoying it. This was the thinking behind dropping the gallery from the EDEN brand name, to become EDEN, House of Art. In its place, a house of art, a house which believes in drama, in joy, in moments that make your heart race and your jaw drop. It means we’re not here to exclude, we’re here to invite everyone in, pour a glass, and turn up the volume.