MEET THE MEMBER – Art Friend
“A few years ago, I was helping an artist with an exhibition when a friend brought along someone who had never been to a show opening before. He didn’t think he was ‘allowed’ to be there because he didn’t know anything about art. That’s when it clicked. He didn’t have an ‘art friend’.”
We recently caught up with Shona Bland, founder and director of Art Friend – the London-based gallery redefining how people experience art. With no stuffy vibes and no admission fees, Art Friend is a space where everyone is welcome – whether they’re seasoned collectors, first-time buyers, or people who want to experience art in a way that feels fun and approachable.
Over time, Art Friend has grown into a platform that not only champions artists but also fosters a real sense of community through exhibitions, collaborations, and events that make art feel more inclusive and engaging. Last year marked a major leap forward for Art Friend. Shona broadened her network of artists, ventured into new ideas and venues, and delivered the third instalment of the hit exhibition REJECTS, shining a spotlight on artworks rejected from the Royal Academy Summer Exhibition.
Art Friend’s Art Fair
In July 2025, Art Friend hosted its first art fair in Victoria Park, London. Sixteen emerging artists set up their own art stands at the bandstand in the centre of the park and sold their work at affordable prices. This novel idea gave passers-by the chance to meet the artists and to experience art in a more welcoming setting, without the confines of typical white gallery walls. “Everyone is welcome in the park“, Shona explained, “and we were able to reach people who wouldn’t normally attend these kinds of events”.
By moving art into public, everyday spaces like this, it becomes visible to people who aren’t already ‘in’ the art world. Shona is very aware that “if you don’t have ‘art friends’, you’re not on mailing lists, following gallery channels, or in the right group chats, then this sort of event won’t be advertised to you. But if art appears in your daily life, you’re suddenly given a way in”. Events like this help to break down the elitist barriers often associated with the art world by showing that art is for everyone to enjoy. Art Friend invites people who wouldn’t normally attend art events to experience it on their own terms.
“It [Art Friend’s Art Fair] removes the awkwardness people sometimes feel in galleries, takes away the paywalls, and simply puts art out there in a relaxed setting.”
Images from Art Friend’s Art Fair. Photos by Duo Vision. Artwork (left to right): Matt Dosa, Emily Malone, Sinead Fox and Craig Keenan
REJECTS
REJECTS, Art Friend’s celebration of rejected artworks from the Royal Academy Summer Exhibition, took place for the third time in July 2025. Shona first got the idea for REJECTS in 2023 when she saw an Instagram post from an artist who hadn’t been accepted into the RA’s annual open call. She recalled that in the comments, countless other incredibly talented artists – many of whom she had worked with and admired – were sharing that they had also been rejected.
“There was this sense of camaraderie and an almost unofficial ‘rejects club’. It felt like such a waste for this artwork not be seen, so I decided to put on a REJECTS exhibition.”
Shona has built lasting relationships with several artists through REJECTS. One young, emerging artist named Jannah has now shown twice with Art Friend and taken part in a BBC podcast with the gallery, all off the back of herREJECTS Submission. Shona said, “It’s given the opportunities she might not have otherwise had, and it’s been wonderful getting to know her and welcome her into the Art Friend family.” From the first show, which had works by around 30 artists on display, REJECTS 2025 exhibited pieces from almost 100 artists, and Shona has plans to keep on growing.
“We’ve been featured in major publications including The Guardian, LOTI and the BBC, and it’s become an exhibition people know Art Friend for. Some artists now even apply to the RA purely so they can submit to REJECTS if they don’t get in!”
Colombia Road Pop-Up
In November 2025, Art Friend packed up and moved to Colombia Road for a month-long residency, beginning with Pause – a solo show of work by Marie Lenclos. Marie has painted many scenes of the surrounding area, so this exhibition was a fantastic way for the Art Friend pop-up to connect with the local community. During the show’s run, Shona and Marie met lots of people who had lived in the area for years, who knew the streetscapes well and shared stories about what the area means to them. Shona shared that, “as someone who also lives nearby, it has felt very special to settle into a neighbourhood I love and enjoy paintings of my neck of the woods!”
The next Colombia Road exhibition, The Living Room, was a “fun and vibrant show” featuring work by eleven Art Friend artists. The space was set up like someone’s front room, “with vintage furniture from Nook Vintage, creating a warm, welcoming environment where people come in, sit down, have a cup of tea and a chat.”
Shona’s aim for this exhibition was to make the space feel as accessible as possible, with a focus on artists whose practices felt open and inviting – Franke Thorp’s cosy dogs and Mathilda Mai’s countryside scenes, for example.
Back By Popular Demand…
After a hugely successful first run, Art Friend will return to the much-loved Columbia Road in January 2026, bringing the same warm, welcoming spirit to The Living Room 2.0. In true Art Friend style, Shona and the team will once again transform the venue into a vibrant, homely space, inviting visitors to experience the artwork as they would in their own living rooms rather than in a stark, white-walled gallery. The result offers a genuine sense of comfort – and, as Shona added, “we invite you to stay for a while – have a drink, if you fancy”.
The Living Room 2.0 will showcase an eclectic mix of joyful, characterful pieces, with something to delight every visitor. This time around, expect “Paraguayan-influenced textures, brutalist architecture, random colourful still life, weird and wonderful animals, and atmospheric cyanotypes”. There will be a wide selection of original, affordable artworks at various price points, and visitors will also have the option to spread the cost of any piece over 10 months, interest-free, with Own Art.
Artwork (left to right): Adam Bartlett, Anaïck Crozon and Tabby Booth
Own Art and Art Friend
In 2023, Art Friend joined the Own Art network, making the dream of owning original artwork more achievable than ever. Accessibility had always been at the heart of Shona’s vision – creating a space that supports artists seeking representation, while also welcoming people who may not usually feel at home in traditional art environments. Becoming an Own Art gallery was a natural next step, opening up even more opportunities for people to buy original art in a way that feels manageable and inclusive. Like us at Own Art, Shona believes that art should belong to everyone – not just a privileged few. As she explains:
“The idea that you have to be wealthy to own original artwork is outdated, and I love that Own Art helps break down that barrier by allowing people to pay in interest-free instalments. It’s been amazing to see people who have never bought art before feeling comfortable making their first purchase because they can pay in manageable instalments with Own Art.”
Making art more approachable isn’t only about exhibitions and events – it’s also about helping people feel confident bringing art into their homes. Own Art plays a key role in making this process less intimidating and more inclusive. Shona notes how important the scheme is for the wider art market because it “encourages a wider and more varied audience to engage with art.”
Art Friend is proving that when you remove the barriers to creative spaces and drop the pretence, something really special happens. Shona’s work continues to open doors for artists and audiences alike, reminding us that art isn’t meant to be intimidating – it’s meant to be seen, shared and lived with. As Art Friend grows and evolves, that commitment to accessibility remains firmly at its heart, ensuring that everyone, whether they have an “art friend” or not, can find their way in.
The Living Room 2.0
128 Columbia Road, London, E2 7RG
8 – 18 January 2026
Discover Art Friend for yourself:
Visit their website: www.artfriend.co.uk
Follow them on Instagram: artfriendgallery