White Cube was set up by Jay Jopling in 1993 as a project room for contemporary art. Although it was one of the smallest exhibition spaces in Europe, it was arguably one of most influential commercial galleries of the past decade. Situated on the second floor of 44 Duke Street, St James’s, one of London’s most traditional art dealing streets, White Cube, Duke Street was, literally, a simple white cube, a room within a room, designed by the architect Claudio Silvestrin.