The great battle for Silicon Valley’s wealth and art-buying dollars continues. Pace Gallery launch the first expedition to the foreign shores of the West Coast with a pop gallery earlier in the year. Now Sotheby’s is renting space in the middle of the week to put on a show of William Eggleston’s work:

Sotheby’s is pleased to announce an inaugural pop-up gallery show of the work of renowned photographer William Eggleston in Palo Alto, California from 16-18 September 2014. Hosted at the Bryant Street Gallery, the selling exhibition will present seventeen photographs drawn predominantly from Eggleston’s important body of work of the 1980s, The Democratic Forest. The gallery is located at 532 Bryant St, Palo Alto, CA 94301, the show is free and open to the public.

“Having championed William Eggleston’s work at auction for many years, we are pleased to present this selling exhibition of images never seen before in public,” commented Josh Holdeman, Vice Chairman, Sotheby’s Americas. “Eggleston was a pioneer in the field who brought credibility to the medium of color photography, beginning with the landmark exhibition of his work at the Museum of Modern Art, New York in 1976. His carefully composed color saturated images give his work a universal appeal, and our show will present collectors with an opportunity to acquire works in two formats – 16 x 20 and 44 x 60 – and at prices ranging from $30,000 to $350,000.”