
Icons Only: Jay Lyon
The ART+ founder on building collectors for the long game, sourcing internationally, and why fine art photography deserves its rightful place on Australian walls.
Jay Lyon has lived more lives than most creatives manage in a lifetime—musician, globetrotter, curator, and now the quietly influential force behind ART+ Gallery in Sydney. After more than a decade ricocheting between New York, Paris and Los Angeles, he returned home with a sharpened eye and a mission: to bring museum-grade international photography and contemporary art to Australia, but without the pretence or hauteur that often gatekeeps the global art world. Today, ART+ serves a new generation of discerning collectors who seek pieces that not only enhance a room but also shape a lifestyle. Lyon’s own life mirrors the work he champions—thoughtful, intentional, drawn from travel, culture and the creative scenes he’s moved through. From his compact CBD apartment with Teddy the French bulldog to his preferred corner table at The Apollo, everything feeds the instinct to spot icons and shun trends that drives his gallery.
After years moving between New York, Paris and Los Angeles, what was the original spark behind creating ART+ Gallery in Sydney?
I’d stopped playing music and was living back in Australia. I went back into the modelling world for a moment, but I wasn’t getting the creative fuel I needed. I’m a creator—I love art in all its forms—so my first step was starting a creative agency with a close friend and artist, Nick Leary. We called it The Aesthetic.
I’d always noticed a flaw in the agency model: they sell you this dream with an incredible creative director, then once you sign, you’re handed off to someone junior who can’t deliver what you were promised. We wanted to build a “super group”—top-level people who could sell the vision and execute it properly.
We focused mainly on property because it’s lifestyle and luxury, and you’re selling a way of living. That opened us up to big, ambitious work: immersive rooms, full films for developments, lifestyle campaigns. We tried to bring luxury surrealism into property marketing and make it feel authentic. We ran a Hamilton Island campaign for about eight years—real families, multi-generational storytelling, inclusive casting—and we were able to get true art out of that work as well.
Then Covid hit. Production stopped. We couldn’t shoot, we couldn’t pitch, and I had to pivot.
And that pivot led you into the gallery world. How did that transition happen?
I was asked to run a small gallery in Paddington. It was turning over maybe $100,000 a year and close to shutting down. I understood photography—through modelling, through the agency work, through friends in the creative scene—and I’d always been comfortable being the person in the room who sells the idea and knows it can be delivered.
Within a year, we built that gallery up to around $1.6–$1.7 million in turnover. We expanded into other sites, online, and what I call “plug-in” models: bringing art into businesses that already had foot traffic and infrastructure—stores, hotels, luxury retail. Over time we had a network: galleries, online, and these embedded partnerships. During the Covid boom, the online side took off and the business grew quickly.
Eventually, I stepped away. I didn’t like where the business was heading and I didn’t like the integrity of it. Art is relationship-driven. One sale doesn’t change your life; a client who stays with you for ten years does. That’s where the real value is—trust, taste, consistency.

You’ve said the traditional gallery model—waiting for people to walk in—is outdated. What’s the alternative?
You have to take the art to where people already are. We had success plugging into complementary worlds—furniture, watches, hospitality—because those customers already care about beauty, design, craftsmanship and status. You can stage an exhibition in a watch boutique in Perth and it can be hugely successful because the audience is already curated.
And artists are brands in their own right, especially established artists who’ve done major collaborations. I love collaborations—I buy them constantly. Artists give brands a cool factor; brands give artists a platform and a new audience. It’s a smart exchange when it’s done with respect.
Consulting opened up a lot for me because I wasn’t carrying the burden of a storefront, but I still had access to a stable of artists and a client base. Eventually I had so much work—and so much art—that a permanent space made sense. A gallery gives you legitimacy and a place to build community. I worked on securing the space for more than a year. It was a battle. But it was the natural progression.
ART+ sits at the intersection of fine art photography, fashion imagery, street art and contemporary pop. What ties it together?
Luxury—though not in a stiff way. It’s contemporary, it’s chic, and it has a fashion sensibility. I’m not interested in going too traditional. Moving forward we’re expanding more into paintings and abstracts, and we’re doing more tactile work—tapestry, pieces that feel like wall sculpture. But overall it’s contemporary-driven, with a sense of modern glamour and edge.
You describe your personal style as “understated but deliberate.” What pieces feel most like your signature?
Silk shirts. Natural fibres. I’m not big on heavy pattern—block colours, clean silhouettes. There was a point where I joked I was the “Sultan of linen”—I wore linen constantly. It’s relaxed, comfortable, but it still looks intentional.

You started in music. How does that creative past shape the way you choose art?
Music and art have always been intertwined. They’re different expressions of the same impulse. Look through history—artists and musicians have always been close, shaping each other’s worlds.
Photography is a good example. When someone like Terry O’Neill has access to Elton John in the ’70s, those images aren’t just aesthetically strong—they have historical weight. They put you inside a moment. That’s what great art does, whether it’s music, photography or painting: it creates a time capsule you can live inside.
You’ve said you look for icons, not trends. How do you keep your instincts sharp?
Classic is classic. Style is timeless. Iconic imagery doesn’t behave like a fad—it stands up over decades.
Even from a practical standpoint, you see it in what resonates: fashion photography can sell well, but put Kate Moss in the frame and it shifts. Marilyn Monroe sells. Those figures stay in style. It’s like wearing a Ralph Lauren piece from the ’70s and still looking current today—timeless is timeless.
You source heavily internationally. How do you identify a photographer or work with long-term cultural and investment resonance?
I’m relentlessly looking. If something catches my eye, I follow it. I reach out. Some relationships happen easily; some don’t because of existing representation.
I’ve also pushed toward working with other galleries more. I don’t believe in exclusivity as a default. It’s outdated. Artists should be able to work with whoever they want. If you can bring an artist a meaningful opportunity, why should someone else control that?
Internationally, I also find the Australian market can feel repetitive. You go to a fair and it’s the same names, the same look, again and again. I wanted to bring a global energy here—work that feels culturally current, not just locally familiar.
What’s the biggest misconception Australians still have about collecting contemporary art?
Photography is massively undervalued here. People still say, “You can just print another one,” and that misses the point. If it’s a low edition, signed, and rooted in a specific moment—often with enormous production behind it—it’s not decorative. It’s a serious medium.
In France, the UK, New York, LA, photography is huge. Flat works are also easier to transport, and the category has held up strongly even when the broader market has softened. My mission is to educate collectors here on what fine art photography actually is and why it matters.

What do you collect personally?
I practise what I preach. I’ve dabbled in vintage cars, but it can be a money pit. Watches interest me—I have a couple, and there’s one I really want—but I’m mostly focused on living with art. My place probably has too much of it.
When someone walks into ART+ for the first time, what do you hope they feel?
Wonder—and inclusion. I want people to feel excited, like, “I can’t believe this is here.” People tell us it feels like New York or Paris. We keep it warm and social: music on, energy in the room. Art shouldn’t feel contrived or intimidating. It should feel alive.
You’re also preparing to spotlight underwater photographer Hugh Arnold. What drew you to his work?
It’s the best underwater photography I’ve seen. Hugh’s an eccentric character—very particular, very visionary—and I found him the same way I find most things: scouring, looking, seeing something and thinking, this is undeniable. I called him and asked how we could work together. We started talking about process and what it takes to get those images. I’m genuinely excited to see how audiences respond.
Hugh Arnold, one of ART+ artists, appears in the new ‘Holiday’ issue of Robb Report ANZ. To find out more about the ART+ roster and upcoming exhibitions, visit artplusgallery.co
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