The Beatles Hidden Gallery exhibition opens May 7

SAN FRANCISCO - Rare and unseen photographs of The Beatles will be on display at the San Francisco Art Exchange beginning Saturday, May 7, 2011 as part of a drive to promote the British city of Liverpool to San Francisco residents.

The Beatles Hidden Gallery is a stunning collection of early photographs of the Fab Four by photographer Paul Berriff. It is receiving its US gallery debut at the San Francisco Art Exchange following its recent public exhibition in Prague. The San Francisco exhibition will be the first time the photographs - taken in England between 1963 and 1964 - have been publicly displayed outside of Europe and offer a fascinating glimpse of the early Beatles on the cusp of superstardom.

“As the #1 gallery worldwide for the art of Rock and Roll, we’re ecstatic about the opportunity to host such a historic exhibition,” said San Francisco Art Exchange co-owner Theron Kabrich.  “The Beatles impacted our culture in profound ways, and these photographs show them at their most playful and natural.”

A special offer by The Beatles Story Museum will be the chance for someone to win a trip to Liverpool, England. The lucky winner will have the opportunity to spend time in the city most well known for their four famous citizens. The prize package includes flight and accommodations as well as complimentary entry to iconic award-winning cultural attractions such as the Beatles Story and the Cavern Club. Anyone 18 or older can enter to win by visiting or via free postcards available at the San Francisco Art Exchange.

“There are already strong cultural ties between the two cities of San Francisco and Liverpool forged at a time when music was at the forefront of a wider cultural revolution,” offers Jerry Goldman, CEO of The Beatles Story. “The San Francisco Art Exchange is the ideal setting for such an auspicious US debut and we look forward to sharing Liverpool and its cultural heritage with people we feel we have so much in common with.”

A public reception for The Beatles Hidden Gallery will be held on Saturday, May 7th, 2011 from 7-10pm at SFAE located at 458 Geary St. (between Mason and Taylor). The exhibition will run through June 15th.

Founded in 1983, San Francisco Art Exchange is the world’s leading dealer of iconic art and photography from popular culture, and features one of the most significant collections of original rock and roll art in the world. SFAE has developed relationships with legendary artists, photographers and celebrities around the world and has represented the art of Ronnie Wood, Rolling Stones guitarist, since 1987. In addition to imagery of and by well-known personalities, SFAE has also enjoyed long relationships with famed album cover artists Storm Thorgerson (Pink Floyd, Led Zeppelin), Roger Dean (Yes, Asia), and Stanley Mouse (Grateful Dead). All images can be viewed in the gallery located in Union Square at 458 Geary Street between Mason and Taylor, and at  Gallery hours: Mon. – Sat. 10am - 6pm, Sun. 10am – 4pm.

For further information, hi-res images and interview opportunities please contact Richard Hector-Jones at Creative Concern on +44 (0) 161 236 0600 or email  or  Theron Kabrich at San Francisco Art Exchange LLC, 415-441-8840 or