Marketing is a tricky thing.

Remember the "What is mLife?" ad campaign for AT&T Wireless a few years back? It featured commercials and print ads that enticed consumers to ponder the question. The answer of course, was that mLife was just a rebranding attempt for mobile services. But many consumers, puzzled by the adverts but not intrigued enough to go online and check it out, assumed the campaign was for Metropolitan Life Insurance. Oops.

It's unlikely anyone will confuse the new 3 Brush Gallery with an insurance company, but will the mums-the-word policy on the opening night pique the art lover's interest or put him off?

The new 3 Brush Gallery is throwing a "gala." What we do know is the opening exhibition will feature the work of Marcos Dorado, Sylvia Savala, Bob Kliss, and Ron Gibia. It will take place on Friday, February 11, and you must RSVP to attend. That's where the knowing stops.

Bryan Media, one of the three brushes (the red one, to be exact), explains: "It's going to be an interactive night, we're definitely going to engage people. Let's just leave it at that."

Media, 36, will open the gallery with his two partners, Michael Aguilar, 32, and Mr. X.

Mr. X?

"There are three of us right now. Bryan Media of course..." begins Aguilar.

"Michael Aguilar," chimes in Medina.

"And uh, then there's Mr X. He's really adamant about being anonymous in the media right now. Yeah, it sounds kinda crazy. It'll kinda make for a cool little twist," finishes Aguilar. ("The media" apparently does not include The Fresno Bee, which identified the third partner in 3 Brush Gallery as Kirk Deverteuil.)

Mystery partners and secret party plans aside, the mission of 3 Brush Gallery is clear: the partners hope to create a new and interactive art experience.

Explains Aguilar: "There's nothing new under the sun but I think we wanna kinda pizzazz it up a little bit make it really interactive instead of just come and look. We want to support local artists but we also want to bring in people out of the area and we want to bring in people who are known."

The group began working on plans for the gallery in October, when they met the property owner- a local doctor- who was interested in forming an art coop.

Not exactly a coop per se, 3 Brush Gallery is comprised of a main gallery space, two patios, and three workspaces. The gallery, located across the street from Community Medical Center, is converted from studio apartments and has been refurbished.

The partners are excited by their downtown location.

"We love the fact that we're downtown, kind of contributing to the revitalization of downtown. We strongly believe that that's where the heart of the city should be," said Aguilar.

"This is the jumping off point. Expansion is the goal, bring other artists in," continued Medina. "It's about people, about building relationships with artists and when you think about it that's how cities are built."

Medina and Aguilar hope to expand into other buildings, and feature local talent as well as out-of-town artists. They also hope to be a part of the downtown mural phenomenon, and will serve as a "traveling gallery" for the Rogue performance festival.

"It's a great time to be an artist here in Fresno because it's free range right now. People have an attitude of 'Let's do this lets make our town better. Let's get people excited. Let's put Fresno on the map,"' concluded Medina.

3 Brush Gallery is located at 2932 Fresno St, at Divisadero. Opening gala Friday, February 11th. The public is welcome, but you must RSVP to 559-442-0072.

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