ST-ART by Serge Tiroche

"START Showroom" is a new space established in the Jaffa Flea Market in March 2024 by collector and businessman Serge Tiroche. The space houses his two main collections of contemporary art from Israel and Africa. The START Collection was established in 2008 as Israel’s first art incubator. Its emphasis is on supporting young local artists and curators through various activities and collaborations. The AFRICA FIRST Collection was founded in 2017 when African contemporary art started its Western renaissance. This collection focuses on promoting young African artists by organizing residency programs, prizes, sponsorships, and a multitude of collaborations with Israeli and international galleries and institutions.