A significant force in contemporary art in the Southwest from the early 1970s until her death in 1991, gallery director and art dealer Elaine Horwitch was instrumental in bringing experimental styles such as pop art, minimalism and conceptual art to the Southwest, launching the careers of hundreds of artists from the region. With galleries in Scottsdale, Santa Fe, Sedona, and Palm Springs, she was a leader in fostering what has been called “new Western art” or “Southwest pop.”

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