Zhang Jun had been pondering for some time how best to "announce" his new art gallery to the world. So next month's annual Shanghai Art Fair turned out to be the perfect place and time to officially launch his Simply Noble Gallery.

"I had been thinking on how to 'unveil' my newly opened gallery to the public," says Zhang. "It is very important to the local art community."

Then Zhang met Zhu Zhechi, a popular contemporary artist, who recommended the Shanghai Art Fair.

Several years ago, Zhu was a "nobody" in local art circle, who decided to participate in the Shanghai Art Fair in the hope of selling some of his paintings. He not only sold all his paintings but was also spotted by a French art dealer.

"I clearly remember that Zhu said, 'You never know what kind of opportunity you might encounter at an art fair'," Zhang recalls. "But that's exactly the spell of an art fair."

Zhang confesses he was a bit late in deciding to participate in this year's art fair that runs from September 10 to 14.

"In March, organizing staff at the Shanghai Art Fair told me all the best exhibition booths had already been reserved," he says. "But although I didn't get an ideal location, at least I managed to catch the last train."

Simply Noble Gallery is located on the sixth floor of a historical building on Yuyuan Road, near the Zhongshan Park.

"I used to be an art lover and has also collected some art pieces," says Zhang. "I have visited many local galleries, so I wanted to have a very different one, though I don't know if I am being too idealistic."

His original 300-square-meter apartment has been renovated into an exhibition room, a cigar bar, a kitchen and a dining room.

"I like to make friends," he says. "Unlike some others, I prefer to conjure up a cozy and relaxing atmosphere in my gallery."

Zhang hopes that visitors to his gallery not only appreciate the artworks on the wall, but also the nostalgia and romance of bygone days.

"Certainly the art in a gallery is more critical than the gallery itself," he says. "But frankly speaking, I don't like some of the Chinese contemporary art, even though it is now so popular in the market. But I am quite sure I'm not the only one who feels so."

Then Zhang decided to promote Chinese realistic artists such as Wang Yuhong and Zeng Hao through his gallery.

"I will display their paintings at the art fair to see the response from the public," he says. "Maybe I am wrong, but I still want to try."

Wang's still-life paintings and Zeng's "Chinese flying goddess" feature a strong Oriental flavor and the two young artists are good at both technique and their pursuit of Chinese culture.

"Although they are not so well known, I have confidence in them. Sometimes a gallery needs patience and time to foster young artists."

Zhang claims he is prepared to lose money for several years with his new gallery.

"Some of my friends told me it is not the right time to open a new gallery because of the sluggish economy and the slump in the art market.

"But I'm a stubborn man. Earning money is not my only purpose. For me, it is more like personal enjoyment.

"Of course, if I can make ends meet or even make profit, I'll be very happy.''