The original White Cube had cramped quarters in genteel St. James's—this outpost was set up to take advantage of the massive open spaces of the East End's former industrial units. Damien Hirst (arguably the leader of the Britart phenomenon who gained notoriety for preserving animals in formaldehyde as art, and whose recent auction of work netted a cool $198 million), Tracey Emin, Gilbert and George, Sam Taylor-Wood, and other trailblazers have shown here and gone on to become internationally renowned. The building looks, appropriately enough, like a white cube—it has a glassed-in upper level called "Inside the White Cube," where international guest curators are invited to show their projects.
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