With Millennials and Generation Z making up a growing proportion of the workforce, their purchasing habits are driving change in various markets, including art. These generations are known for questioning norms and rejecting things that they believe are outdated and restrictive. Amid these social changes, the traditional image of the art gallery, which is somewhat intimidating and exclusive, has become unpopular with the younger generations. Their inaccessibility and association with extravagance and stuffy, overly formal social rules turn most people away.
However, Enzhao Liu, a Chinese-born and Philadelphia-based artist, wants to change that. He established Jedidiah Gallery & Design Store as a way to bring art closer to the younger generations. He holds bachelor's and master's degrees from the Central Academy of Fine Art in Beijing, China's top art school, and he obtained a second master's degree from the Pennsylvania Academy of the Fine Arts in 2017. Liu's work has been shown in various museums and galleries across China and the US.
