Montreal’s DHC/ART Foundation is a rare type of gallery in Canada. Since philanthropist Phoebe Greenberg founded it in 2007, DHC/ART has become known for major high-quality solo exhibitions of internationally renowned artists—all offered free to the public. It’s hosted landmark shows by Yinka Shonibare, Jenny Holzer and Christian Marclay, among others.
But DHC/ART is now rebranding. As of this spring, it will be known at Fondation Phi. This renaming brings it in line, nominally, with Greenberg’s newer Phi Centre. Phi Centre is located nearby to DHC/ART and opened in 2012 to focus on high-tech and interdisciplinary approaches to creation.
In an interview, Greenberg says the changes ahead are in name only. The building will remain the same, as will the programming. She said the changes have been prompted by reflection on her changing vision and legacy.
“I just felt pretty strongly as I think about succession and moving forward that I wanted to consolidate my branding,” says Greenberg, who recently turned 55. DHC/ART was originally named for Diving Horse Creations, a theatre company Greenberg was involved with in the early 2000s. “Phi, to me, is a more poetic point of view, relating to the golden ratio and the divine…. I’ve matured, and I feel that is more in line with who I am now,” she says.
The foundation’s new name and rebranding campaign will take effect in advance of the opening of the next exhibition, says a release. That will be the exhibition “Yoko Ono: LIBERTÉ CONQUÉRANTE/GROWING FREEDOM,” which opens April 25.
“The mission will not change at all…. Nor will our team change,” says Greenberg. “I’m just thinking about who will follow me and considering ways that the foundation will exist beyond my lifetime.”