Mera and Don Rubell in front of When You See Me Again It Won’t Be Me (from the “Broadwaybrätsch/ Corporate Abstraction” series), 2010, by Kerstin Brätsch

Mera Rubell and her husband Don were the driving force behind the revitalisation of the Miami art scene. Now the collectors aim to do the same for an underserved area of Washington DC, opening a new museum in the US capital. Mera Rubell speaks to Candice Tucker about catalysing cultural change

LUX: Can art promote cultural change?
Mera Rubell: I think art is at the heart of all communication. Art can bring us together emotionally, which is what we’re possibly lacking in this digital age. We’re probably in greater need of emotional contact with each other than ever. Art has the capacity, through the way in which artists communicate, to bring us together, physically. You’re standing in front of a painting and it is there. It is not flashing, it is not about noise, it is about deep reflection into yourself and into the meaning of the work.

A Natural Explosion! Afro Sheen® Blowout Creme Relaxer (from the “Unbranded” series B), 1973/2007, by Hank Willis Thomas

LUX: What most encouraged you and your husband to become involved in the art world?
MR: First, my husband and I have been married for nearly 60 years. There was no mission, art just became part of our life. My husband was a medical student and I was a teacher. We lived in Chelsea, New York, and artists were painting in empty storefronts and living illegally behind their artworks. We fell into that community. We were earning $100 a week and began to support the artists with a payment plan to buy their artworks. We wouldn’t have called ourselves collectors; we thought ourselves, in a very small way, patrons. So we engaged with artists, spent time in their studios and saw how invested they were. It became an obsession. We felt lucky to have found this amazing way to live our lives.

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LUX: Why did you choose Washington DC to set up your second museum?
MR: We loved the museums in DC and had bought a run-down 1960s hotel there. It was in a depressed neighbourhood that had been cut off from the rest of the city by a highway, but we fell in love with this building by, as it turned out, Morris Lapidus. Across the street was an abandoned school that had served African American children. It had been shut down years earlier and artists had moved in. We bought the school. When we got involved with the community, we found the school meant a lot to them as it represented a point of their history that was not torn down – Marvin Gaye was an alumnus. When they learnt we had a museum in Miami they encouraged us to do a neighbourhood museum in the school. We said, “Some of the greatest museums are in Washington, who are we to do this?” They said, “Those are national museums. We want to honour the legacy of this building.” It took 16 years to renovate it. Now we have a programme where any alumnus can return, pick a room with their favourite art in it and tell their stories.

Installation view of work by Vaughn Spann at the inaugural group exhibition “What’s Going On”, 2022, Rubell Museum DC

LUX: Do you work differently in each city?
MR: We’re not simply going to take work from Miami to DC. We’re going to find ways to connect with Washington’s history and connect art being made right now to the historical richness of its museums. We were surprised by the welcome all these museums gave us. They appreciate us bringing young kids to DC.

LUX: What factors make an art destination?
MR: Last week in DC, we had a call from the President of Ghana’s office saying they would like to visit. That’s Washington, you never know who will call. Politicians who normally don’t have time to engage with art are starting to. Let’s hope they find more time. You have an educated global crowd and every non-profit there – all people who affect the world. So you hope a contemporary museum with the voices of creative people has an impact. I trust it will. Miami is different. We have tourists from all over the world. It is an exploding metropolis that became a cultural destination. That is the miracle of Miami – and it happened with art. We’re proud to have participated. In DC, we are plugging a museum into an historic building that means a lot to the community. They have seen the demolition of so much of their history and are proud to keep whatever they can of their legacy. We are now part of that.

L’Incroyable Traversée d’Abdoulaye Le Grand, Troisième de la Lignée, 2022, by Alexandre Diop

LUX: Is it the artist, collectors or people in the community that shape an art community?
MR: All of the above. Hillary Clinton said it: it takes a village. It starts with having talent and giving it freedom and support. You have a lot of young people committed to that and to providing a living for artists. We talk about artists, but there are also writers, curators and teachers. You also need commitments across international borders to support artists. Even art fairs – don’t underestimate their power – and auction houses, they are all part of the mix.

Read more: Sophie Neuendorf’s predicted art trends for 2024

LUX: If there was one thing you could change about the art world, what would it be?
MR: I wish there were more affordable spaces for artists to work and live. The abandoned neighbourhoods were perfect places for artists to reinvent. Now populations are growing and it is hard to find neighbourhoods no one has discovered. That was what artists did. Those neighbourhoods have now been demolished or are occupied by people who are desperate, as seen with all this terrible homelessness.

Honi soit qui mal y pense, 2022, by Alexandre Diop

LUX: What new artists interest you today?
MR: So many! Our artist in residence last year was Alexandre Diop and, oh, what a talent. We pick one artist a year to live and work with us and it is amazing what they do. Alexandre is French – born in Paris to a Senegalese father and a French mother. He’s a dancer, a poet, a musician, and the work he makes is out of control.

Find out more: rubellmuseum.org

This article first appeared in the Autumn/Winter 2023/24 issue of LUX

Adrian Bridge, opened Porto’s Cultural District, WOW, in 2020

Starting his career in the British Cavalry Regiment, Adrian Bridge moved to Portugal in 1994 and is now CEO of The Fladgate Partnership, which produces Taylor, Fonseca, Fonseca-Guimaraens, and Croft Ports. Here, Bridge speaks to LUX’s Leaders and Philanthropists Editor, Samantha Welsh about being a driving force behind wine tourism in Porto and developing the city’s new Cultural District WOW

Adrian Bridge

LUX: What do you think your training at Sandhurst taught you?
Adrian Bridge: The military teaches a great deal about leadership and confidence. You also learn to make decisions based on the available information, no matter how imperfect. However, in planning action it is in the details where success lies. That requires breaking down a problem to its parts and thinking through all of the details. I believe that all business is about the detail and that is where success lies.

LUX: How would you say this has influenced your dynamic style of leadership?
AB: The moto of Sandhurst is ‘Serve to Lead’ and I strongly believe in leading from the front. This creates a company culture where everything should be possible. I do not ask people to do things that I would not do myself. I think that this allows us to push forward, to take risks, to do things that others might not attempt.

Angel’s Share is the name given for evaporation process that takes place when wine is ageing in barrels. It is also the name of the WOW wine bar

LUX: Why is the house so good at innovating?
AB: To me, innovation is all about pushing boundaries. To remain at the top, you simply can’t sit still. You have to continuously question, push and evolve or someone will overtake you.

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Established in 1692, we are one of the oldest companies in the world simply because we don’t sit still. We are continuously expanding and innovating to appeal to both new and existing audiences. We have a reputation for quality and excellence that has been built up over time and continues to be sustained through the generations.

One of our best examples of innovation has to be the creation of Croft Pink; the first ever Rosé Port. We launched this product in 2008 with the goal to introduce Port wine to a younger generation. In 2011 we continued to expand this concept and launched a canned “ready to drink”- Rosé tonic.

The Fladgate Partnership produces Taylor, Fonseca, Fonseca-Guimaraens, and Croft Ports

LUX: Oporto is already a UNESCO World Heritage City, so what was your vision for WOW?
AB: Porto is a beautiful city full of history, charm and culture – all of great significance to Portugal’s identity. The vision of WOW was to bring a totally new set of cultural concepts to Porto and in this way offer quality content to the region.

We wanted this to be a game-changing space for both locals and travellers that really celebrates the culture, gastronomy, history and industries of Portugal. WOW is as educational as it is fun. To achieve this, we needed to make sure this was a dynamic district that featured regular exhibitions, unique events and seasonal experiences.

The District is over 55,000sqm and includes 8 museums and experiences and 11 restaurants and bars

LUX: What does an immersive experience offer that can complement the traditional vineyard visit?
AB: One of the reasons WOW originally came to be was in response to the booming number of visitors coming to Porto – demand that we helped to create by building The Yeatman – and the lack of experiences that Porto had to offer. To appeal to this market, we continuously try to ensure that there is something new for people to do and see in the district. Technology really allows us to engage with guests in a more interesting and meaningful way.

After the traditional vineyard visit, I would definitely suggest spending a day at WOW. It’s a good idea to choose one or two museums, do a workshop at The Wine School or at The Chocolate Story – the chocolate museum, enjoy a typical dish in one of our restaurants, appreciate the sunset in our Angel’s Share bar while drinking a Port Tonic and stay to be amused by the video mapping in our main square.

The Chocolate Story Museum

LUX: What is a sustainable vineyard model and how are you working to secure the future of viticulture?
AB: We are committed to protecting the environment and the future of our vineyards and the Douro Valley where our family has produced Port wine for centuries.

Our sustainable model incorporates a number of techniques and strategies which work together to create a balanced, diversified and sustainable vineyard environment. The basis of the model is the construction of narrow terraces each of which supports only one row of vines.

The view from Angel Share’s Wine Bar

This model was awarded the prestigious BES Biodiversity Prize in 2009, which recognises achievement in the fields of conservation and environmental sustainability.

In order to encourage industry change on a global level we established the Porto Protocol – the wine industry’s climate action network. Since our first summit in 2018, we have brought together more than 230 wine and wine adjacent companies from 22 countries to share solutions to combat climate change in the wine industry.

LUX: This year you have opened a new museum with a ground-breaking exhibition from TATE at the Atkinson Museum, what was the strategy behind that?
AB: The vision of WOW is to bring a totally new set of cultural concepts to Porto. The new exhibitions, especially the Atkinson Museum, reinforce this destination as a “must visit” hub for international travellers.

At the centre of WOW is the Atkinson Museum. Originally built in 1760, we have meticulously restored and modernised the space to meet international museum standards and attract exhibitions from the international art pool.

Adrian Bridge has a private collection of 2,000 vessels and glasses which tell the story of  the evolution of drinking vessels from earliest civilisations to the present day with some of the collection dates back to 7,000BC

Our most recent exhibition, The Dynamic Eye was produced by the TATE Collection and featured over 100 works from 63 artists – this was the largest number of works travelling from TATE to Portugal. This is an amazing example of the quality of major exhibitions we are bringing to Gaia.

The idea is to bring new and different major international exhibitions, such as The Dynamic Eye, every year.

Read more: Italy Art Focus: Patrizia Sandretto Re Rebaudengo

LUX: How can cultural philanthropy shine a light on the house values?
AB: As a family business, we are built on a set of strong shared values. We are continuously seeking opportunities that align with our core values. At the moment, one of my key priorities is sustainability in the wine industry and coming up with new ways to create new industry practices.

Porto Region Across the Ages Museum

LUX: What would you like to be remembered for?
AB: When I came to live in Porto in 1994, I came to into a Port Wine Trade that was very traditional. Our company helped to consolidate that industry and lead it forward, not least with the innovation of various new styles of Porto. This was an achievement and in doing this I hope that I will be remembered for helping to enhance one of the greatest wines and wine regions in the world. This also includes putting Porto on the map as a destination and through that work we have helped to stimulate the development of the town and create jobs and wealth. However, I will probably just be remembered for altering the city centre through the construction of The Yeatman and WOW.

Find out more: fladgatepartnership.com