A five-year partnership with the founder, building Boys! Boys! Boys! from scratch into an iconic international brand: art platform, eCommerce destination, auction house, print magazine, gallery cafe, and a global community of photographers and collectors.
The Little Black Gallery is a leading international photography gallery and publisher, dedicated to queer and gay photography. When the founder came to The Make Group, the vision was bold: to build a digital home for the gallery that could do three things simultaneously, sell and exhibit art, run live auctions, and build a community around photography as a cultural force.
We built Boys! Boys! Boys! from the ground up as all three at once. An art platform designed to showcase and sell works from the gallery’s roster of international photographers. A fully functioning online auction house. And an eCommerce infrastructure capable of supporting a growing range of products, prints, books, clothing, courses and events, all within a single coherent experience that honoured the gallery’s curatorial integrity.
Over five years, that foundation has supported a journey that goes well beyond what was originally imagined. The platform gave rise to Boys! Boys! Boys! The Magazine, now on its eleventh volume and stocked in the world’s best stores globally. It expanded to encompass photography courses, retreats, a podcast, and a film programme. And last year, The Little Black Gallery opened a permanent gallery cafe in London, a physical space made possible, in part, by the audience, community and commercial model built online.
Results:
Over five years, Boys! Boys! Boys! has grown from a digital platform into a fully realised international arts brand, with an internationally distributed print magazine now in its eleventh volume, a permanent London gallery cafe, a global roster of artists, and a community of collectors, photographers and enthusiasts that continues to grow.
