In another shift in Melbourne’s contemporary art landscape, Helen Gory Galerie will close its doors at the end of the week on July 6. But what might have otherwise been read as a death knell amid an increasingly competitive contemporary art market is anything but. The longstanding Prahran space isn’t shutting up shop, but rather moving into a new collaborative venture with Fitzroy’s Dianne Tanzer Gallery + Projects on Gertrude Street.

The new space (the current Dianne Tanzer space) officially and ponderously bears the name THIS IS NO FANTASY, inspired by the neon-lit truisms of famed American artist Jenny Holzer.

"It's both serious and playful, which reflects the spirit of THIS IS NO FANTASY," offers Nicola Stein, director of Helen Gory Galerie, which represents the likes of Petrina Hicks, Jacqui Stockdale, Tai Snaith and Kate Tucker.

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The title itself summons a new definition of the former sites, permitting directors Stein and Tanzer to pursue an updated and ambitious new exhibition program outside of the white cube model.

"THIS IS NO FANTASY is a more efficient model for exhibiting internationally, and really bringing our strengths together," says Tanzer of the project.

Both popular, influential and highly active spaces in their own right, Helen Gory Galerie and Dianne Tanzer will continue to promote and exhibit artists in Australia and internationally and retain their unique identities, while collaborating more closely on projects that are off the grid, such as art fairs, international exhibitions and experimental projects.

"We have always shared ideas and experiences,” says Tanzer, whose stable of artists includes Juan Ford, Natasha Bieniek, Michael Cook and Izabela Pluta. “So this seemed like a perfect opportunity for us to share our wealth of knowledge and expertise."

THIS IS NO FANTASY will continue with exhibitions in the Gertrude Street space, alternating with art fairs and interstate exhibitions. It will be showing at the Auckland Art Fair in August and Art Stage Singapore in January 2014.

108–110 Gertrude Street, Fitzroy