This second-generation Phoenix artist is filling a gap in the local gallery scene

There is a T-shirt you can buy from the Phoenix art gallery Belhaus that has the gallery’s name in all-caps bold. And under it, it says LA, NYC and PARIS — all crossed out. Next to that, is the word: PHOENIX.

It reflects gallery owner Gino Belassen’s attitude toward life, art and art in Phoenix. He asks: Why not Phoenix?

Bellasen is a painter himself who’s been in the gallery scene here for eight years, since he moved into his mother’s downtown gallery space and started curating shows.

And with the closing of longtime Bentley Gallery and few other high-end galleries in town, Belassen sees himself as filling a gap in the local art scene — representing the next generation of contemporary artists.

The Show sat down with him in our studios recently to talk about the gallery, its role — and his own art, which began by watching his mother, Sherri Belassen, paint.

Full conversation

GINO BELASSEN: I think what I learned most from her is her work ethic, not like technique. And now that I do paint, I think I realize what I did pick up from her is how she signs her work. Because oil paint takes more time to dry, she’d sign it later and would take a nail point and like etch in S. Belassen.
It’s basically the idea of removing and showing the under layers. And that’s how I paint now is when I create my paintings, it’s usually with that same method.

LAUREN GILGER: Yeah. So you left Phoenix for some time after being born and raised here. You were in LA for a while. Came back in 2017, is that right?

BELASSEN: 2017. I was in school in Orange County, stayed a year after school. Worked, did design. And then I quickly realized it was not very creative for me, not very expressive. Moved back in 2017 after I did two art fairs. I showed in two art fairs, one in Australia and one in London.

And I just decided, like, I’m just gonna start taking art full time, start painting and express myself in that way. So that’s when I moved back to Phoenix because my mom had this beautiful studio space in downtown.

GILGER: Right, so you kind of joined her in what’s now Aftermarket in downtown Phoenix.

BELASSEN: Correct.

GILGER: And painted full time. I mean, what was that like? You were selling paintings online, right?

BELASSEN: Selling paintings, like left and right. I was producing a lot of work. My mom and I were sharing that space. She had a lot of space, and she loves having us around. So I didn’t feel like I was imposing. It was very fun. Yeah. I did like a full year of just grinding, painting and doing the thing, you know?

GILGER: Yeah. So what led you to opening a physical brick-and-mortar space, which started in that gallery with your mom? You were selling a lot online. Why even need it?

BELASSEN: It was like a means of connection. Painting and sometimes being creative, like one, you can be pretty isolated, and two, can be pretty misunderstood. And I longed for connection. I opened up that space in like a very underground DIY brick-and-mortar studio, cafe, gallery situation, you know?

... But it worked. And it was just like, it was all I could do at the time. It was just a means of connecting with creatives here in Phoenix. I don’t really like going out. I don’t really drink. So I wasn’t gonna go to bars and meet people. I figured, OK, if I’m gonna meet people, that’s the way to do it is they’ll just come to this place.

And it ended up being kind of a cool thing, I thought — and I still think.

GILGER: Yeah. So that was eight years ago. I mean, so this is something that’s grown quite a bit. You’ve opened a dedicated gallery space now as well, kind of in central Phoenix. And you’ve, it sounds like, tried to cultivate that kind of community of artists.

How would you define kind of the style of art that you want to represent in your gallery, besides your own?

BELASSEN: Yeah, it started with, I would say, minimalism and contemporary minimalism. That’s how it started. But I love brutalist spaces, and I think about design a lot when I curate pieces. Like, where can these pieces live? And I wouldn’t say I gravitate towards painterly paintings. Like, my background as a designer definitely informs how I paint.

GILGER: Right. You paint mostly words, right? Things like that.

BELASSEN: Now I do a lot of those words. I still paint random stuff, too. But yeah, I think comes down to feel. I consider the team. So, when curating, I do think about how nicely pieces play with each other.

GILGER: So let’s talk about the modern version of the business of selling art. A lot of this happens online. A lot of art today just is purely digital. I’ve interviewed artists about that, which is interesting. So it’s interesting that you wanted to create this community physical space.

But it also sounds like it doesn’t matter where you are because you’re still selling a lot out of the state. How do you view your role and the gallery’s role in selling and cultivating art for a scene here in Phoenix?

BELASSEN: I mean, I think first it was for myself. I never thought I would open a gallery. But it took me like 30 minutes to realize that there wasn’t a gallery here in Phoenix or Scottsdale or even Tucson that I really saw my work fitting in. So it was really for me first.

I think people still value a place to show their work and have that camaraderie within a gallery setting. I think inherently there’s a different vibe with Belhaus as it’s an artist-run gallery. I see from the artist side, too, like what they might want, how they want to be represented.

I always ask, "How can I best represent you?" It’s not always about the selling part. The selling should come and typically comes, you know? But it’s about representation, showing their work and hopefully supporting them financially, too.

Because a lot of people, it’s not easy to make a living as an artist. You have to work really hard. I get excited when I sell their work. I get to call them and be like, “Hey, I sold the thing!” It’s cool.

GILGER: But it sounds like a role you never meant to take on as an artist. Like being an art buyer or a representative in that way is not the same thing as being an artist. But you’re melding both.

BELASSEN: Yeah. I never thought I would do that. I never thought. But these fairs I was doing, I became comfortable quickly with standing in front of my own work. So naturally when it came to opening up a gallery space, I felt like I can stand in front of what I then curated, you know?

GILGER: Yeah.

BELASSEN: Back in the day, my dad was an NBA agent and represented players in Europe and would bring some to the NBA. too. So, I kind of see that role. Saw him doing that when I was young.

GILGER: Yeah. What do you make of Phoenix and the art scene here? I’ve interviewed Lisa Sette, for example, and I asked her, “Do people think you’re crazy for trying to sell high-end art in Phoenix?”

And she said, "Yes, absolutely. And they kind of always have, but it’s not impossible." How do you feel about the art scene here and what’s next for it?

BELASSEN: I think people do think I’m crazy, especially my friends that don’t live in or understand Phoenix. But yeah, it’s like, why not Phoenix? I have this saying: Because yes. You don’t need a reason, just doing it.

There is a contemporary art scene that’s missing. And if there’s a gallery here that calls themselves contemporary, I don’t think it’s contemporary. I think it’s pretty dated. I feel like what I’m doing is more contemporary, more of what I like.

And really, I’m doing it for me. But hopefully Phoenix buys into it. So far, they’ve been pretty supportive.

GILGER: I mean, you’re wearing a sweatshirt right now that says LA, NYC, Paris — all crossed out and then says Phoenix. So, I mean, there’s a note of hometown pride here a little bit.

BELASSEN: For sure. And also, Phoenix is a great word. It’s like, just a cool word. It’s awesome.

GILGER: As an artist who paints words, it’s a cool word.

BELASSEN: But yeah. So, like, these are all cities I considered or could have moved to. Like, I have family in Paris, lived in LA. But the goal with the sweater is to unstrike. It’s the undoing. And it kind of plays into that art world pretense, too. ... But, yeah, hometown pride.

GILGER: And I wonder this if you think about this, because, like you said, you looked around Phoenix for a gallery to show your art and couldn’t really find one. If you were in New York or LA or Paris, I’m sure you could have found a lot.

Is it a matter of filling a gap? Like, can you be the thing that no one else is doing here? Because no one else is doing it here?

BELASSEN: Yeah, it is like that. And I see it as, I want that in where I live. So fine, well, if someone’s gonna do it, then I’m gonna do it. If no one’s gonna have this underground coffee shop thing, I’ll do it, you know? And those who want to doubt Phoenix, too, we’re still around. I’ve been here for eight years. So it’s a big city, big place. So, yeah.