New chapter for Geelong arts businesses

Two Geelong businesses have undergone a rebrand and relaunch, now coming under the same umbrella as they head towards the future.

Announced earlier this month, Hue and Cry Gallery and Analogue Academy are now known as Liminal Gallery and Lab.

Owners Corey and Harriet Notaristefano took ownership of the gallery in April 2023, in July 2023 purchased the lab.

Mr Notaristefano said the relaunch has been in the works since taking over the businesses and changing the name was about the direction they were going in.

“Liminal means a space in between, and so we really want to be a gallery that is in between artists and photographers that are just starting and they want to be able to pursue at a higher level.

 

“Renaming our gallery and lab Liminal helps us really speak to the core values as far as nurturing artists dreams and being a conduit to other galleries and professional experiences.”

For the Notaristefano’s the renaming of the gallery and lab is very much about where the gallery is heading and not necessarily where they have been.

“Analogue has been a staple within the community for a decade now, so it was a big decision to change the name.

“We really feel like changing the name and bringing both businesses under the name, Liminal Gallery and Liminal Lab, will have a profound impact on the kind of opportunities and experiences we can provide.”

Choosing a new name took the owners a while to come up with, throwing out different ideas and trying to find one to agree on.

Mr Notaristefano said the name was one he had seen in a book and a word that stuck in the front of their minds.

“It seems to be saying all of the right things and it was something we really kind of agreed on without much argument of debate.”

As part of the relaunch, the business has also changed their branding and colours.

Expressions of interest are now open to exhibit in Liminal Gallery in 2025, with established and emerging artists invited to participate.

For more information, head to liminalgalleryandlab.com