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Basically, the founders, who are painters and dealers themselves, wanted a venue to show paintings that challenge the "superficial, market-driven cacophony that has displaced real critique," extending from their belief "in the power of painting as a visual and emotional language, a language that has existed and flourished for millennia, serving a myriad of social, political, religious, and even mystical purposes." Wow!
They actually curate shows with purpose, much like a museum does, but in more of a gallery setting. You can read more about their mission here, but suffice to say it's SO REFRESHING to check out gallery shows that are actually addressing an issue and showing works to reflect that (rather than, as its web site states, galleries that emphasize "shooting stars and signature styles").
Pharmaka is indeed a non-profit organization, which means it needs the help of art lovers like you! Click here to become a member now. Better yet, pay Pharmaka a visit. It's a gorgeous space with a great show right now, "Dear Mr. Saltz," and you can mosey down to Pete's for a drink afterwards.