And by appointment
Loyal began with a band of friends. They wanted to make a magazine. They published their first issue, yet 16 pages, in the year 2000, by drawing on their own energies and remaining resolutely indifferent to however a magazine “should” be run. Excited, they wanted more. They wanted a magazine that was timeless, like a book: full, permanent, loved and not flat, empty, or forgotten. To make it fuller and make it more loved, they brought in more art-friends from every part of the globe, and artists kept joining until a magazine no longer sufficed.
In 2005, Martin, Amy and Kristian opened a gallery in Stockholm. Why? To fully answer this question, you have to realize that things undertaken out of pure excitement have a persuasive sense of destiny to them. Excitement bends time and space into chutes and ladders. The governing principle of Loyal is that all who did things with Loyal in some way were Loyal. Hence, “Loyal.” Even people who bought Loyal magazine or patrons of the gallery; they too would become part of Loyal. They called on artists from all over— from New York, London, Providence, Los Angeles— who would show their work, appear for an opening, feel the spirit of things, maybe pass some time secluded in the North— then become a part of Loyal.
The persuasive sense of destiny followed the artists as well: those showing with Loyal always seemed to go on to greater and greater things. Was it just luck? Absolutely not. Were Martin and Amy kingmakers? Hardly. They just followed that excitement in its purest impulse. This was their candle. They believe that this is when the best things happen: when you let that pure impulse lead you out of the labyrinth. That’s also what they looked for in their artists— artists who had found their way out of the labyrinth. Just as they did with the magazine, they made something full, permanent, and loved. For twelve years running, Loyal has proudly been an international port for art and artists widening the horizons of international art.
Martin Lilja & Amy Giunta