Meet Julia Perez | Co-Director & Art Marchand

We had the good fortune of connecting with Julia Perez and we’ve shared our conversation below.

Hi Julia, what was your thought process behind starting your own business?
Our thought process behind creating The Pop-Up Gallery was rooted in a desire to challenge the status quo of the art world. Seeing firsthand how less than 10% of artists worldwide ever get to exhibit their work, we realized there was a profound imbalance — a system where gallery owners and a small circle of collectors acted as gatekeepers, controlling access to both audiences and opportunities.

We asked ourselves a simple yet radical question: Why should art be confined to the white cube and reserved only for the elite?

From that reflection, Maria Stola Aldaz and I envisioned a platform where art could exist everywhere, not just in traditional galleries. We wanted to democratize access — to create a space where emerging and established artists alike could be seen and celebrated, and where audiences of all backgrounds could engage with art without intimidation.

By bringing exhibitions into extraordinary architectural spaces, we merge art and environment to create immersive experiences. This approach removes unnecessary barriers, making it possible for anyone to connect with the work — whether they are seasoned collectors or simply individuals seeking beauty for their walls.

Ultimately, our business was born out of conviction: that art is a universal language, and when it’s freed from exclusivity, it has the power to inspire, unite, and ignite deep emotion.

What should our readers know about your business?
The Pop-Up Gallery was born from a simple but powerful idea: that art should be for everyone, not just a privileged few. Less than 10% of artists worldwide ever get the chance to exhibit their work. Too often, galleries act as gatekeepers, showing art only to an exclusive circle of collectors and high-net-worth individuals. Maria Stola Aldaz and I wanted to change that dynamic completely.

What sets us apart is that we take art outside the traditional white cube, presenting it in spectacular spaces where architecture and art merge to create unforgettable, immersive experiences. By doing so, we break down the barriers that often make people feel intimidated by art galleries. We bring artists and audiences face-to-face, encouraging conversations, questions, and genuine connection. We believe that art speaks for itself — it doesn’t need a curator telling you what to feel. The best art is the one that ignites emotion, that makes you stop, think, and feel deeply.

Getting here wasn’t easy. The art world can be rigid and resistant to change. In the beginning, there were many closed doors and skeptical voices telling us our vision was too ambitious. But every obstacle became a lesson in resilience. We learned to innovate, adapt, and stay true to our mission, no matter how unconventional it seemed.

One of our proudest moments was realizing that there is art for every budget, and people no longer want to hang mass-produced posters on their walls — they want to live with real, meaningful art. By connecting artists directly with buyers and creating spaces where people can experience art freely, we’ve built a model that supports both the creators and the community.

Our journey is about proving that art is a universal language, one that has the power to unite, challenge, and transform — and we’re here to make sure those voices are heard.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I’ve always been a bit of a nomad, so narrowing this down is no easy task — I could go on forever! But if I had to name five of my favorite cities and a couple of must-visit spots in each, here’s where I’d start:

Los Angeles – I love the energy and vibe of Little Tokyo. It’s full of life, culture, and incredible food. I’d take my friend to Daikokuya for their unforgettable ramen, then wander through the small shops and hidden corners of the neighborhood.

Taormina, Italy – This place feels like time stood still, a true La Vita Bella dream. We’d stroll its winding streets and end the day at Osteria Rosso di Vino, a gem of a restaurant where every dish tastes like pure love and Sicilian tradition.

Athens – I’m a bit of a history nerd, and Athens feeds that part of my soul like no other. Everywhere you turn, there’s a ruin whispering stories of the past. Standing before the Temple of Athena, you can almost feel the hum of centuries beneath your feet — a moment that’s nothing short of poetic.

Paris – When work takes me to Paris, I always carve out time to sit at the counter of Harry’s Bar with a good book in hand. It’s old school, timeless, and home to the best bartenders in the world. You can’t go wrong with their classic Negroni — it’s legendary for a reason.

Hong Kong – I lived here for a while, and it’s a city that moves at lightning speed. There’s a pulse to it that’s both thrilling and intoxicating. Dinner at Nobu at the InterContinental, especially their black cod miso, is an absolute must, followed by a late-night walk along the harbor to take in the skyline.

These are just a handful of places close to my heart — I could go on endlessly, but these are the first that come to mind right now.

And—if you’re in Europe—come to our upcoming art exhibition in Amsterdam:
The Pop-Up Gallery – Amsterdam Edition | Oct 2–7 | 12–7 PM
Tt. Vasumweg 38, Amsterdam
We’re showing bold, boundary-breaking works in a spectacular space where architecture and art meet. Come say hi, meet the artists, and feel the energy.

Who else deserves some credit and recognition?
Absolutely — there are two people who immediately come to mind when I think about the foundation of my journey.

First, my husband, David Garrett. He’s a true entrepreneur at heart — disciplined, fearless, and visionary. From the very beginning, he pushed me to take the leap and pursue what I love most. His unwavering belief in me and his constant encouragement gave me the confidence to build something meaningful with The Pop-Up Gallery. Without his support, I don’t think I would have had the courage to turn a dream into a reality.

Second, I want to acknowledge the voices in the art world who aren’t afraid to pull back the curtain and reveal what really goes on behind the scenes. People like Jerry Saltz, who speak with honesty and insight, have helped me navigate the complexities of this industry. Their perspective has been a guiding light, reminding me that art is not only about beauty but also about truth, transparency, and connection.

Both my husband’s entrepreneurial spirit and those candid art world voices have shaped my path — one giving me the strength to act, the other giving me the clarity to see. For that, I’m endlessly grateful.

Website: https://www.popupgallery.art/home

Instagram: https://www.instagram.com/shop.thepopupgallery/?hl=en

Image Credits
The Pop-Up Gallery – Amsterdam Edition | Oct 2–7 | 12–7 PM, Tt. Vasumweg 38, Amsterdam Hand-blown glass sculpture by Reina Beun Sunburst – Alexandra Baker Meggy Bernhardt Julia Perez & Maria Stola – Co-Directors The Pop-Up Gallery Menno Hiele – Artist The Pop-Up Gallery Opening Night Amsterdam The Pop-Up Gallery Opening Night Amsterdam The Pop-Up Gallery Opening Night Amsterdam Tina Reichel – Artist