After opening its first space in São Paulo in 2019, LAMB relocated to a refurbished townhouse in the heart of Mayfair in 2021. The London debut of the gallery marked a significant step in its evolution, introduced at a moment when cultural engagement faced unprecedented challenges. In collaboration with the Founder, Lucinda Bellm and Director, Sophie de Mello Franco, the launch was guided by a communications strategy that mirrored the gallery’s shift toward a more dynamic and globally minded programme. From a high-profile launch event, walkthroughs with key art critics, and key media interest, the campaign opened dialogue and visibility in the London market, positioning the gallery as adaptable within a shifting cultural landscape. This enabled the gallery to continue its mission of spotlighting emerging multidisciplinary artistic practices, with a particular emphasis on Latin American and European voices.