Head of New Business | Partnerships, Positioning & Market Innovation
Christian Shaw isn’t interested in noise. His work at The London Art Exchange isn’t about flooding the market—it’s about refining how the gallery is seen, who it aligns with, and where it’s heading. As Head of New Business, Christian plays a vital role in crafting the brand’s external presence—not just in sales terms, but in cultural positioning, strategic outreach, and collaborative growth.
He works at the nexus of art, investment, and influence—building relationships that expand LAX’s reach without compromising its values. For Christian, success lies not in ubiquity, but in the right presence, in the right room, at the right time.
From Concept to Connection
Christian’s remit at LAX is broad but intentional. He identifies new market opportunities, assesses brand alignment with potential partners, and develops experiences that attract long-term engagement from both clients and collaborators. His work includes:
- Developing curated events with financial firms, luxury brands, and creative institutions
- Leading the gallery’s private partnership strategy across real estate, hospitality, and wealth advisory
- Managing the early stages of international relationship-building—particularly in the UAE and Europe
- Supporting artist visibility through targeted placements and cultural programming
He has a particular strength in knowing when to introduce LAX into a conversation—and when to hold back and let the work speak for itself.
Brand Partnerships with Purpose
Rather than chasing sponsorships or high-volume traffic, Christian focuses on building partnerships that reflect LAX’s ethos: refined, intelligent, and values-forward. Recent initiatives under his leadership have included:
- A collaborative series with a Mayfair members’ club, offering investment-focused art dinners with emerging artists
- Cross-brand activations with interior architecture studios to embed artwork into high-value properties from concept stage
- Quiet, invitation-only previews with high-net-worth clients and their advisors, supported by literature and digital content that reflect the intellectual weight of the collection
“These aren’t just events,” Christian says. “They’re ways of articulating who we are—and what kind of conversations we’re interested in.”
Positioning LAX for Long-Term Cultural Value
While much of the gallery’s work happens internally—advising, curating, managing portfolios—Christian is responsible for ensuring the outside world understands the vision. He works with LAX leadership on long-term brand positioning, particularly around the idea of art as a culturally intelligent investment.
He is deeply involved in shaping how the gallery presents itself to institutions, press, and potential investors. This includes working with writers, curators, and educators to make sure that LAX’s communication feels authentic and elevated.
He’s also quietly redefining the role of the art investment advisor—not as a salesperson, but as a facilitator of access, taste, and knowledge.
Encouraging Cultural Exchange
A major part of Christian’s work involves looking outward: identifying artists, partners, and collectors outside of London who reflect LAX’s sensibilities. He’s currently exploring potential collaborations with cultural institutions in the Middle East and Southeast Asia, aimed at broadening exposure for the gallery’s roster while fostering cross-market dialogue.
“We don’t want to export a product,” he explains. “We want to build reciprocal conversations with collectors, artists, and thinkers who see the value in what we’re doing.”
He is also championing the idea of a LAX residency model that supports artists not just through sales, but through mentorship and regional visibility.
Within the Company
Christian’s presence at LAX is one of quiet leadership. He’s not prescriptive, but purposeful. He regularly collaborates with every department—from advising to events to digital marketing—and helps align messaging, tone, and direction with the broader business objectives.
He’s often the first to arrive at a collaborative meeting and the last to speak—offering observations that connect dots others didn’t yet see. Colleagues describe him as discerning, curious, and a true listener.
Looking Forward
Christian is currently leading the planning for a strategic brand summit involving LAX’s internal leadership and a handful of cultural partners, designed to map the next five years of brand identity, outreach, and innovation.
He’s also contributing to a new set of internal guidelines for partnership alignment—ensuring that future collaborations reflect the values of the gallery as it grows.
For him, the challenge of the next chapter is simple: “How do we grow with meaning, not just scale?”
Christian Shaw’s impact on The London Art Exchange isn’t always loud—but it is always lasting. Through smart partnerships, brand alignment, and a commitment to intentional growth, he ensures that LAX isn’t just known—it’s understood. And in today’s saturated art and investment space, that makes all the difference.
