The Maxwell is more than an agency.
It's a love letter to the past and a vision for our future. It's a tribute to the creative spirit of Fred Maxwell and the enduring legacy of the Maxwell name. What started as one man’s dream has evolved into a reimagined pursuit of artistry, community, and impact.
Our story begins in the heart of Romania, where a young Frederick Alterescu dreamt of Hollywood lights and big-screen magic. With stars in his eyes and determination in his heart, he made his way to Los Angeles, adopting the name "Fred Maxwell," which he believed embodied the quintessential American dream. Though his pursuit of a career in film ultimately shifted, Fred's passion for creativity remained steadfast.
A chance encounter with a San Francisco art gallery in 1940 changed everything. Captivated by its beauty and the stories art could tell, Fred took a leap and founded Maxwell Galleries. His gallery quickly became a cornerstone of the San Francisco art scene, celebrated for its dedication to 19th and 20th-century American and European paintings, as well as early California art. Fred's relationships with artists like Jackson Pollock and Georgia O’Keeffe solidified his reputation as a champion of American art.
In 1973, Fred’s nephew, Marcus Hoffman, inherited the gallery alongside his wife, Colleen. Marcus brought his own rich history to Maxwell. A Canadian by birth, Marcus served as a captain in the U.S. Army during World War II, where he played a pivotal role at the Ludendorff Bridge in Remagen, Germany, safeguarding thousands of lives. Marcus's wartime legacy intertwined with journalism history when he entrusted a roll of film to war correspondent Andy Rooney, a promise fulfilled half a century later when the photographs were finally returned.
Despite being a newcomer to the art world, Marcus transformed Maxwell Galleries into a respected institution, specializing in early California paintings and handling estates of prominent artists like David Park. His integrity and meticulous standards earned him recognition within the American art community.
The gallery’s success continued until Marcus’s health began to decline. The lingering effects of asbestos exposure during the war led to a diagnosis of lung cancer in 2000. He passed away in 2001. Throughout his tenure, Marcus’s wife, Colleen, and their daughters played an integral role in the gallery’s operations, turning it into a true family affair. From curating exhibitions to assisting with day-to-day responsibilities, the gallery was a shared passion for the Hoffman family. Shortly after Marcus’s passing, the gallery closed its doors, marking the end of an era.
A letter from our founder:
