Walter Hopps was a bit of an oddball, disappearing for days at a time, often hiding in his attic. But he had ambition and, with the help of a few friends, managed to turn post-war Los Angeles from a backwards farm town to the second most important city in the American art world. Some might argue THE most important American city for art, but most of those proponents all live in the Southlands.
Before Hopps, the Los Angeles Contemporary Museum of Art maintained such a conservative agenda it shunned Abstract Expressionism for fear of any Commie sympathy it might contain. After Hopps, New Yorkers (like condescending dealer Ivan Karp) shuddered at the ferocious new competition from California.
If Walter Hopps had a business plan in the mid-1950s, here’s how it would have read:
1. Dress like a straight, but be an enigma. (Upon meeting him, many folks believed that he worked for the CIA).
2. Find an affordable space for your gallery (Syndell Studios then Ferus Gallery opened in little out-of-the-way places).
3. Exhibit the work of your friends (including, but not limited to, John Altoon, Ed Kienholz, Wallace Berman, Kenneth Price and Billy Al Bengston).
4. Find a benefactor to keep you going in those first few lean years.
5. Don’t back down when the vice cops come for Wallace Berman.
6. As the space begins to take off, team up with a stylish Cary Grant look-alike (that would be Irving Blum) who is even more ambitious and professional than yourself.
7. Create a local collector base by teaching art appreciation classes at the nearby college extension.
8. Help lure an avant art magazine (Artforum) from San Francisco to L.A. Get it based next door to your gallery, Ferus.
9. Champion the New York artists that have not yet caught on (like Andy Warhol).
It’s all there in Morgan Neville’s loving documentary The Cool School: The Story of The Ferus Art Gallery. Using a busload of archival footage — much of it simply amazing — and interviews with surviving artists and the scene’s orbiting personalities, Neville has brought to life that moment when Los Angeles art sparked.