Founded in 2024, NORITO combines nori (놀이), meaning play, and to (터), meaning to form or anchor. In Japanese, norito (祝詞) refers to a ritual incantation — an invocation grounded in care. Together, these origins define NORITO’s approach: supporting artists as they form and stabilise their practices through sustained, reciprocal engagement.

NORITO’s first year in Soho was shaped by an ongoing inquiry into how a young gallery can contribute meaningfully to London’s art ecology and beyond. Moving between solo exhibitions, group shows, international fairs, and off-site collaborations, NORITO builds its program around cross-cultural dialogue and the evolving conditions of image-based practice.