Performance Space
Creative Direction, Photography, Graphics
Cultured
Events, Partnerships
About
Larrie is a New York-based brand consulting agency founded in 2015. We specialize in amplifying visibility through personalized, relationship-driven strategies. Larrie has helped individuals and institutions pivot directions, open new spaces, showcase their work in major museums, and start documenting their impact.
We develop and execute integrated strategies—including communications, branding, marketing, and content—for clients such as Pioneer Works, Performance Space, Leilah Weinraub, Kristen Wentrcek & Andrew Zebulon, the Institute for Studies on Latin American Art (ISLAA), and Google. Our efforts have been featured in Frieze, The Los Angeles Times, Vogue, The New Yorker, The Financial Times, and The New York Times, among others.
From 2016 to 2022, Larrie operated 27 Orchard St., a gallery in Manhattan’s Lower East Side dedicated to launching early-career artists and designers.
Larrie maintains a core team as well as a network of creatives that allow us to realize custom solutions for our clients.
Write to us with your project at info@larrie.nyc.
Team
Claudia Marina, Strategist and Content Lead
Gil Green, Project Manager
Testimonials
Abrons Art Center
2019
Larrie consulted on Abrons Arts Center’s communications, implementing a scalable content management system to support its programming.
Photos courtesy Abrons Art Center
Alexander and Bonin
2016-2017
Larrie worked with Alexander and Bonin (1990-2024) during the gallery’s move from Chelsea to Tribeca in 2016, collaborating with architecture firm Bade Stageberg Cox. Our strategic communications efforts highlighted the gallery’s history and its roster of internationally recognized artists with strong institutional ties abroad.
The New York Times, T: The New York Times Style Magazine, The New York Times
Photos courtesy Bade Stageberg Cox
Art for Change
2019–2021
Founded by art collector and philanthropist Jeanne Masel, Art for Change is a platform that sells art editions with a portion of every sale benefiting different nonprofit organizations. Larrie worked closely with Masel to increase the platform’s visibility through developing a content strategy, facilitating connections to a wide range of artists and nonprofit organizations, consulting on business strategy, and developing campaigns to drive sales. One of our notable campaigns, “Love to NYC,” supported New York City arts organizations and artists during the pandemic, raising awareness and...
Photos courtesy ***
Art Production Fund
2015-2016
Larrie led communications for Art Production Fund’s public art projects including Hanna Liden’s Everything (New York, NY). From developing press strategies to shaping fundraising narratives and building media relationships, we helped bring these projects forward and into cultural conversations. We placed stories in The Wall Street Journal, W Magazine, Vanity Fair, The New York Times, and Elle and managed brand partnerships, including a partnership with Kiehl’s.
Café Forgot
2019
Larrie produced the launch of Café Forgot’s pop-up at 27 Orchard St. We worked on press coverage focusing on the founders’ unique vision for retail, landing pieces in major fashion publications like Vogue and The Cut. Since then, Café Forgot has gone on to open their own storefront and ecommerce platform and has been featured in Nordstrom SPACE, the department store’s incubator project for emerging brands.
Canepa Selling
2023–2024
Larrie helped Los Angeles gallery CASE rebrand as Canepa Selling. We led the design of their new logo and developed brand guidelines. We worked on three exhibitions for the gallery, leading communications and social strategy for This is My Community, Sounds the Mouth Can’t Make, and Hypnopomp.
Photos courtesy Canepa Selling
Carsten Höller
2019–2020
We worked with Carsten Höller to gain press coverage for important projects including the artist’s retrospective Sunday at Museo Tamayo, Mexico City. Following the exhibition, we continued to support Höller’s visibility with an expanded press strategy, which included the 2020 screening of his film Fara Fara in the Democratic Republic of the Congo.
Company Gallery
2021
Larrie worked on communications for Company Gallery’s expansion to a 4,000 square-foot space in New York’s Lower East Side and its inaugural exhibition Barbara Hammer’s Tell Me There Is a Lesbian Forever…. Our press strategy established Company Gallery as a leader in the art world for artists' growth and preservation of their legacies as well as the gallery’s intergenerational representation.
Counterpublic
2019
We worked with Executive and Artistic Director James McAnally to launch the first iteration of Counterpublic, a triennial public exhibition in St. Louis that embeds contemporary art within civic infrastructure. Our role involved shaping external communications to establish Counterpublic as distinct from The Luminary, the arts incubator also founded by McAnally. We also led the press campaign, organizing a press trip for journalists to expand coverage of the exhibition in major news outlets.
Craig F. Starr Gallery
2016–2018
Larrie worked with Craig F. Starr Gallery to attract new audiences to their exhibition program. We advised on social media strategy developing a new communications system and content calendar for the team and supported press outreach for exhibitions including Lucas Samaras: Photo-Transformations and Eva Hesse: Arrows and Boxes, Repeated.
Cultured Magazine
2019
Cultured Magazine sought new ways for readers to engage with their content and partnered with Larrie to introduce an event series as a strategic marketing and visibility stream. We produced three high-profile events with Jeffrey Deitch, Pyer Moss, and Dev Hynes, bringing the magazine’s stories to life while expanding engagement and brand awareness.
Photos courtesy BFA
Daniel Arnold
2019–2023
Daniel Arnold first exhibited his photographs at 27 Orchard St. with the exhibitions 1:21 (2019) and Nothing (2022), through which Larrie helped him distinguish his fine art practice from his established commercial work. Over the years, we expanded Arnold’s audience through exhibiting his work at NADA New York, produced a book of photographs to accompany 1:21, and collaborated with Burberry to produce his film photography and expand his presence in the art world . While Arnold’s photojournalism is regularly featured in outlets such as The New York Times...
2016
Larrie partnered with Google’s marketing team to reach new audiences for the launch of Google’s Artworks Live Cases featuring designs by Jen Stark, Craig & Karl, and Opening Ceremony. Leveraging our network in the art world, we connected artists, curators, and writers with Google’s New York marketing team to establish a new cultural relevance for its Nexus and Pixel phones.
Photos courtesy Google
Hannah Hoffman
2021
We handled public relations for Hannah Hoffman Gallery, focusing on increasing visibility for the gallery’s artists and exhibitions. Our press strategies and strategic positioning highlighted exhibitions with artists such as Anita Steckel, as well as the gallery's participation in Frieze New York. During our time working with the gallery, we helped strengthen public engagement for their program, contributing to broader recognition for their artists.
Honey's
2024
Larrie oversaw an audit of the brand architecture and narrative for Honey’s, a Brooklyn institution known for its cocktail bar, community events, and mead production through Enlightenment Wines. We provided strategic consultation, developing new internal guidelines for staff that defined and described their event spaces and services to support future positioning and growth.
Photo courtesy Honey's
Independent Art Fair
2017
Larrie developed the press and media strategy for the eighth iteration of Independent Art Fair, highlighting its history and commitment to thoughtful curation as central to the visitor experience.
Institute for Studies on Latin American Art (ISLAA)
2021–2025
Larrie helped the Institute for Studies on Latin American Art (ISLAA) transform a small archive and exhibition program in the Upper East Side into a major figure in the contemporary art landscape. ISLAA came to Larrie ahead of their ten year anniversary with a long-term project to amplify visibility for Latin American art in New York and beyond. We consulted ISLAA's executives and worked alongside their team to provide strategic planning, define the organization’s internal and external communications, and engage new audiences for their research, funding, and exhibition programs.
We...
KADIST
2019–2021
KADIST is a nonprofit arts organization based in Paris and San Francisco. We supported their team in shaping language, strategic planning, and press for their programs, including the launch of major initiatives like KADIST.tv and the Artist Contract Program.
Karma International
2015–2020
Larrie worked with Karma International on a long-term communications project to increase their artists' visibility and cultural positioning in the US market ahead of the opening of a new gallery in Los Angeles. We managed exhibition press for shows featuring Martine Syms, Sylvie Fleury, Judith Bernstein, and Vivian Suter and led the strategic communications when they closed the LA gallery in 2020 and expanded their exhibition space in Zurich.
Kristen Wentrcek and Andrew Zebulon
2021–2023
Larrie worked with Kristen Wentrcek and Andrew Zebulon to establish the identity of their studio and artistic practice, providing press support throughout. Their first exhibition with 27 Orchard St. in 2021, CRAWL SPACE, was followed by the offsite installation SPOOKY ACTION in 2022. Today, the artists continue to work through galleries and commissions from their studio in the Lower East Side.
Leilah Weinraub
2016–2020
Leilah Weinraub worked with Larrie to support her career transition from the fashion industry (where she was known for co-founding the label Hood By Air) into film. Larrie supported press and public relations for the artist during the premiere of her film Shakedown at the 2017 Whitney Biennial. Following the film’s success, Shakedown toured internationally, screening in at the Berlinale Film Festival and MoMA PS1 and was added to the Criterion Collection. We placed profiles on Weinraub in esteemed publications like The New Yorker, Vanity Fair, and The New York Times.
MECA Art Fair
2019
Larrie worked on public relations for MECA International Art Fair to increase international visibility for the art scene in Puerto Rico. We saw an opportunity to highlight the impact of Puerto Rican artists on the contemporary art scene and organized a press trip for journalists to visit San Juan and attend the fair, resulting in major media coverage for MECA.
Miller Institute for Contemporary Art
2021–2022
Larrie collaborated with the team at Carnegie Mellon’s Miller Institute for Contemporary Art on communications consulting, event planning, and press outreach for the exhibition Jacolby Satterwhite: Spirits Roaming on the Earth and the artist’s first monograph, Jacolby Satterwhite: How Lovely Is Me Being as I Am. In addition to our direct work with Satterwhite, we helped shape copy that increased public engagement with the Miller ICA.
Museum of Capitalism
2017
Larrie worked with the Museum of Capitalism to develop a cohesive and scalable brand identity from its inception. We developed copy and a press strategy in preparation for the traveling exhibition’s first iteration held in Oakland, California. The concept drew attention from a wide audience, and our press campaign generated significant momentum with coverage in The New Yorker. Following the success of the exhibition, the artists and curators published a monograph with Inventory Press and the project was exhibited at Tufts University (2018), The New School (2019), and the Queens Museum...
Performa
2015
Larrie collaborated with Performa on positioning Performa 15, held between November 1–22, 2015. Working with a curatorial team—Charles Aubin, Adrienne Edwards, and Mark Beasley—led by RoseLee Goldberg, we developed copy for key programs and expanded media coverage in outlets such as T: The New York Times Magazine, The Los Angeles Times, The Cut, Women’s Wear Daily, and The Guardian while managing press previews and events.
The New York Times, The Los Angeles Times, Interview
Photos courtesy Art in America, MoMA, The New York Times
Performance Space
2021
We worked with Performance Space, a champion of underrepresented and interdisciplinary performance artists, to produce their first fundraising campaign on social media. We brought in artist Daniel Arnold to photograph the campaign, which featured the poet Eileen Myles, textile artist Sarah Zapata, chef DeVonn Francis, DJ Oscar Nñ, and Performance Space Associate Director Ana Beatriz Sepúlveda.
Photos courtesy Performance Space
Pioneer Works
2016-2020
Larrie supported the Pioneer Works team during a pivotal time for the institution’s growth by establishing a long-term strategy to position Pioneer Works as a major cultural and research center in New York.
We supported the expansion of their exhibitions, events, and publishing departments through network building and program development, which became recurring series. A major project together was launching their publishing platform, Broadcast, where we helped shape its early content and programming, giving more attention to Pioneer Works as a space for multidisciplinary research....
Planned Parenthood
2018
Larrie developed the copy and positioning for Planned Parenthood’s 2018 UNSTOPPABLE campaign, which aimed to capture the energy of people speaking out for equality. We crafted messaging that supported the campaign’s communications and featured celebrity talent for the final UNSTOPPABLE Manifesto video. Our press efforts amplified the campaign’s reach, generating media coverage across key outlets.
Portland2016 Biennial
2016
Larrie worked with Portland2016 co-curator Michelle Grabner (prev. 2014 Whitney Biennial) to establish the exhibition as a must-see event. We developed a press strategy that focused on a diverse group of artists activating public spaces around the city and, for the first time, thirteen additional communities around Oregon. We organized a press trip and coordinated a programming partnership with Ace Hotel Portland to host the Biennial’s events for the duration of the exhibition.
Saks Potts
2018-2023
When Copenhagen-based fashion brand Saks Potts wanted to engage the US market, we helped create a center for the brand through a series of special sample sales in New York. Leveraging our network of downtown creatives, we positioned these sales as events meant to present their brand and products to an audience in New York.
Sean-Kierre Lyons
2019–2023
Sean-Kierre Lyons made their New York debut of paintings at 27 Orchard St. with the exhibition Mmhhmm (2019). Larrie shaped Lyon’s artist communications and promoted their work in the press, helping the artist land a BOFFO residency, attract attention at NADA Miami, and have their work exhibited in MoMA PS1’s Greater New York exhibition in 2021.
The Sunday Painter
2016–2018
Larrie worked with The Sunday Painter on a long-term communications project to increase their artists’ visibility and cultural positioning in the United States. We supported exhibition press for their solo shows, including a site-specific project by Samara Scott for their pop-up location in Los Angeles as well as the opening of their new location in the Vauxhall district of London in 2017.
T: The New York Times Style Magazine, Time Out London, ARTnews
Photos courtesy T: The New York Times Style Magazine
The Watermill Center
2017
Larrie helped expand the Watermill Center’s visibility and impact in New York in the lead-up to its 24th Annual Summer Benefit & Auction, Fly into the Sun. We contributed to the event list and managed press efforts to introduce new audiences to the Watermill Center’s mission with a focus on supporting their artist residency and education programs.
Tufts University Art Galleries
2018–2019
Larrie worked with Tufts University Art Galleries to attract new attention for their exhibitions. We helped shape institutional copy and developed a content strategy that distinguished the gallery from broader university communications, positioning their two spaces in Boston and Medford as cultural institutions with public-facing programming.
Washburn Gallery
2017
When the iconic Washburn Gallery relocated from Midtown to Chelsea, Larrie helped attract new attention to the space through press and communications for exhibitions such as The WPA: Save the NEA and Hassel Smith: The Ferus Years alongside larger feature stories that highlighted the gallery’s history.
Branding
Brand Identity & Language
Brand Guidelines
Creative Direction
Strategic Communications
Media & Public Relations
Relationship Building
Partnerships
Talent Acquisition
Marketing
Positioning
Strategic Planning & Consulting
System Integration
Analytics
Content
Video Production
Print Assets
Photography
Wayfinding
Graphics
Web Design & Development
Narrative Development
Copywriting & Editing