Bosker introduces readers to Elizabeth and Rob, owners of the Denny Dimin Gallery. Despite their contrasting personalities and backgrounds, the pair formed an unlikely partnership after their respective experiences in the art world: Elizabeth earned a master’s in art history and worked at galleries while Rob pursued performance art after obtaining his MFA.

The chapter centers on their preparation for Art Basel Miami Beach, a prestigious art fair. Unable to secure a spot at the main event due to its selective application process and opaque selection criteria, Elizabeth and Rob showcase their work at Untitled, one of two “acceptable” alternative fairs. This decision carries significant financial risk, requiring an investment of approximately $39,000—equivalent to a month’s operating costs for their gallery.

Bosker describes the intense pressure surrounding the fair preparations. Elizabeth and Rob need to sell around $70,000 worth of art just to break even, specifically targeting sales of about 13 photographs by artist Erin O’Keefe. The stakes extend beyond immediate financial concerns; the gallery’s expansion plans, including a new Tribeca space and Hong Kong location, hinge on their success in Miami.

The narrative illuminates the distinct artistic philosophy of Denny Dimin compared to other galleries. While many contemporary galleries favor provocative or challenging works, Elizabeth embraces formal beauty in art, rejecting the notion that artistic merit requires abrasiveness.