This Trio Is Changing Miami's Contemporary Art Scene

Modern Luxury profiles the trio behind Primary Projects, tracing how Books Bischof, Cristina Gonzalez, and Typoe Gran transformed Miami's contemporary art scene over nearly two decades.

The story begins in 2007 when the three artist friends created Primary Flight, an art project that painted the walls of warehouse districts later named Wynwood Art District and Miami Design District. In four years, they brought hundreds of artists to Miami for urban takeovers. The first murals featured artists such as Ron English, Shepard Fairey, and El Mac.

In 2010, they opened Primary Projects, a storefront exhibition space in Miami Design District. The gallery debuted with a solo exhibition by RETNA, followed by ambitious group shows. In 2017, Derrick Adams created a handpainted, geometric, immersive exhibition there.

Today, Primary runs from a pristine Little River gallery custom-designed by the late architect Terence Riley. The team's public art projects include eleven art installations across Fashion Outlets of Chicago, Wynwood 25's murals via Related Group, and spearheading Miami Worldcenter's creative program alongside Jeffrey Deitch, realizing murals by Nina Chanel Abney and Viktor El-Saieh, and sculptural works by Nick Cave, Woody De Othello, and Trenton Doyle Hancock.

Founder Books Bischof shared: "We found our footing through public art, and today, in many ways, public art remains our salvation."