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Young British Artists rule Here
The gallery that made Tracey Emin a household name
'The White Cube' is owned and run by the art dealer Jay Jopling (an ex-Etonian and son of a Conservative MP). It was first opened in a small, square room in May 1993 in Duke Street, St. James's, a traditional part of the West End in London.
In that location there was a gallery rule that an artist could only be exhibited once. The gallery achieved its reputation by being the first to give one person shows to many of the Young British Artists (YBAs), including Tracey Emin.
It now resides in the Hoxton/Shoreditch area, which has been popular with the Young British Artists (YBAs) since the 1990s, at that time it was a run-down area of light industry. More recently it has undergone extensive redevelopment with clubs, restaurants and media businesses.
White Cube previews are open to the public and crowds fill the square on such occasions. Admission to White Cube's galleries is free but check the webby for opening times.