© Alfred Wertheimer / Photokunst.com

The moneyed surroundings of London’s Sloane Square, and the regal nature of the King’s Road proved an apt setting for the opening of London’s latest artistic hub.

Proud Chelsea is the latest arts space from Proud and the gallery’s opening collection is a series of intimate and revealing photographs of a young Elvis Presley. The images were taken in 1956, the year he was poised to change the face of music forever – at just 21 years old. The man responsible for this extensive portfolio was the world renowned photographer, Alfred Wertheimer.

Wertheimer was allowed unprecedented access to ‘The King’ during a year that would prove the most defining of his career. The images on display are widely accepted as the finest collection of shots ever taken of Presley, offering us a privileged insight into the world of a modern cultural icon.

Proud Chelsea is a far more intimate space than its sister venues in Camden and Charing Cross. Alex Proud, Director of Proud Galleries said of the new venture: “We have been offered many spaces suited to a bar and gallery combined, lots of them huge, but that’s not what we were looking for. Photography is my love, it is what Proud is founded on and Proud Chelsea is an expression of this. It is about dedication to photographers, to photography lovers, and to being the very best in the field. The new space is a result of our unwavering devotion.”

© Alfred Wertheimer / Photokunst.com

The opening of the gallery yesterday saw the great and the good of London’s art scene quaffing champagne whilst discussing the finer details of Wertheimer’s work. The downstairs space is currently displaying striking black and white photos of other rock icons; David Bowie, the Beatles and the Rolling Stones. In an ironic twist, Mr Jagger himself was in attendance last night!

The images on display in “Elvis at 21: New York to Memphis” reveal a side of the performer that many of us will not have seen. Being the intensely private man that he was, it is rare to catch a glimpse of what the musical icon was really like away from the stage. This exhibition offers a unique view of the personal life of a young man who happened to be a musical performer. The shots also have a profoundly humanising effect and reveal a lot about the man behind the star. From scenes with his fans, to shots of the star with his family, this is Elvis before he became The King.

Elvis at 21: New York to Memphis runs until 31st January 2010.

www.proud.co.uk