When it came time for Paul Cowan and Mali Voglund to name their new gallery space, it was really no contest. Agreeing that their own names didn't quite have the desired effect, they decided to pay homage to a well-known and long admired fixture in the art world, Mr. Roy G. Biv.

When the new Roy G. Biv gallery debuts at 170 S. 2nd St. this Friday, Feb. 23, it stands as not only a tribute to artists, but also, more simply, to the things that make up art.

"The name choice is for red, orange, yellow, blue, indigo and violet," says co-owner Cowan. "It's what art is all about, no denying it!"

Although Cowan and Voglund come to Brew City via Kansas and Indiana, respectively, they are both currently in their last semester at the Milwaukee Institute of Art & Design, and have become decidedly smitten with the area.

"We're all about the community and supporting everyone and all the artists here," says Cowan, adding that the gallery will focus primarily on new and emerging artists who are not yet "established."

The directors aren't exactly revealing too many details about their inaugural show, "So This is How it's Going To Be" -- although they are willing to tell us who is involved: Martine Syms (Chicago), Marco Kane (Chicago), John Reipenhoff (Milwaukee), Jeff Eaton (Kansas City).

Nashville, Tenn. artist Scottie Cowan has been documenting "Ford Mustang Culture" by way of his cell phone camera and included in his Roy G. Biv exhibition is a series of writings that coincide with his photography.

"This collection of artists has been assembled for this first show as a means of introducing the world to Roy G. Biv's interest in the works produced by young artists emerging from contemporary society," Cowan says.

Sound vague? Sure, but what's art without intrigue?

For the time being, Roy G. Biv will only be open to the public on exhibit opening nights and by appointment. Although Cowan and Voglund say the 1,300 sq-ft. space will be constantly evolving along with contemporary culture.

Cowan claims the space to be for those who are young at heart, and from the sounds of it, it's looking like Roy is going to a pretty good time.

"We chose Roy G. Biv, as a fictional, but also as a very real and 'vibrant' character to represent us. It seems cool and reassuring that Roy has our back, and we have his."