Inaugural Invitation to “If So, What?”

Tuesday, 3rd April 2018

Finally…A New Kind of Art Fair

As art advisors we need to make the rounds. Art Basel, Art Frieze, Tefaf, the Armory Show. Each art fair follows the basic formula, a large space with dealers displaying their works in their booths. Little red dots under works sold in advance to top collectors… champagne flowing at the VIP opening.

I live in Silicon Valley. As wealth and innovation are the bed rock of Silicon Valley, art has taken a back seat. It’s not surprising. It’s hard to believe that a traditional art fair model would be appealing to young, innovative and wealthy entrepreneurs and royalty of the tech world.

There is no doubt that is exactly what Linda Helen Gieseke and Sho-Joung Kim-Wechsler must have been thinking when they realized that there was an artistic vacuum in Silicon Valley. Kim-Weschler knows the tech world after stints at Artsy and 1st dibs. Hence this fair needed be more than champagne and art, it needed to be a full artistic experience integrating visual art, performance, technology and innovation. What is even more important is that If So What is positioning itself as a thought leader, bringing tech founders and CEO’s with art professionals in a series of panels.

Pall Mall Art Advisors is proud to be part of the forefront of a new generation of art fairs that are uniquely positioned to appeal to the young, the innovative and those seeking knowledge.
All Pall Mall Art Advisors Clients receive 10% Discount to this Inaugural Event – see details below.  A portion of the proceeds support Art in Action – Empowering children through affordable art education –

Look forward to seeing you all there!

Anita Heriot – President


Where Art and Design Meet Silicon Valley

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to experience art, design, music, and innovation in a unique, immersive environment, to connect to the transformative power of art and design. Discover new galleries and compelling works from international artists, experience immersive multimedia installations, and join in a dialogue with our visionary panelists who will speak about the interconnection between art and society. Enjoy live music performances and relax on our piazza, connecting with friends both old and new.


April 26-29, 2018

Palace of Fine Arts
3301 Lyon Street
San Francisco, CA 94123

Sign up for a 10% discount here

   Get your Ticket now!

April 26, 2018
Palace of Fine Arts
3301 Lyon Street
San Francisco, CA 94123  

Empowering children through affordable art education 



Discover traditional and cutting-edge art and design galleries and artworks from all over the world. Leading galleries and curators from Europe, Asia, and the US will present works ranging from the most innovative global design to the latest trends in contemporary art.


Learn about the latest advances in AI, what the future of cryptocurrency looks like and how art and technology are interfacing in unprecedented ways. Listen and discuss with current and former Executives from Apple, Google, Facebook, Artnet, GoDaddy, as well as leaders from Academia such as Stanford or Institutions as BAMPFA and Nevada Museum of Art. This program will be round-up by forward-looking crypto discussions of pioneering crypto artists and art blockchain technologies. 


Experience curated, immersive multi-media installations including some of today’s most cutting edge large-scale installations that merge art with technology – such as projection mapping, an Augmented Reality digital sculpture garden, interactive media art and works created using Artifical Intelligence.


Enjoy music performances and relax on our Piazza while connecting with friends, both old and new. If So, What? will present contemporary music performances produced by San Jose Jazz, a Silicon Valley-based non-profit organization celebrating jazz as a dynamic, evolving art form. More surprise music bands announced shortly, but here a flavor: