Jona Lueddeckens founded Avance in 2024, after 15 years’ experience in commercial galleries, with the aim of supporting artists to achieve their creative and career goals. A native German who grew up in Switzerland, Jona began his career in Zurich before joining Gagosian in 2010. As the gallery’s youngest director in London, he was instrumental in signing artists to the programme, working closely on exhibitions with major institutions and editing a number of publications. In addition to sales to leading private and public collections, he worked with an international team to develop new commercial strategies and engagement initiatives, strengthening the gallery’s presence in new territories. He is a supporter of many UK institutions and non-profits, including Tate, Chisenhale Gallery, Camden Arts Centre and Nottingham Contemporary.
Amy Sherlock began her career at Frieze, where she held various positions over the course of ten years, including as deputy editor of the magazine between 2016 and 2021. An experienced writer and editor, most recently at Condé Nast, she has worked in both capacities on a range of publications. At Frieze, she developed public programming initiatives including Frieze Academy and its annual Art & Architecture conference and initiated Frieze New Writers, an ongoing programme to support early-career critics from underrepresented backgrounds. As a freelance strategist since 2019, she has worked on the rebranding of several UK-based arts organisations, advising on vision, positioning and communication. At Avance, Amy works across content and communication strategy, gallery and institutional outreach, building new narratives and networks for artists and their work.
Rasha Hatoum joined Avance from Gagosian where she spent five years as an artist liaison, managing the gallery’s relationships with major artists and their studios, and coordinating exhibitions worldwide. Her experience spans catalogue production, media and public relations in collaboration with the gallery’s press and events teams, and commercial strategy, including facilitating sales and continuously monitoring artists’ markets. Notably, Rasha managed the gallery’s participation in Frieze London and Frieze Masters art fairs. She holds an MSc in Art, Law and Business from Christie’s Education and an MA in Art History and Management from the University of St. Andrews. Rasha is fluent in English and French, and her native language is Arabic. Rasha manages Avance’s relationships with galleries, institutions and artists’ studios, and provides project support.