The latest outpost of Proud Galleries — Europe’s most popular privately funded photographic gallery — opened in SW London this week and it was fitting that American beverage company Neuro (recently launched in London at exclusive Selfridge’s) would be on hand to provide cocktails and refreshments for the special guests. In 1956, a twenty-one-year-old Elvis Presley was at the beginning of his remarkable career and photojournalist Alfred Wertheimer was asked to photograph the rising star for an assignment that developed into a collection of photographs documenting Elvis in his most private moments.  Wertheimer was given unparalleled access, allowing him to capture the unguarded and everyday moments in Elvis’ life during that year. Another rock king – Mick Jagger – brought his 17-year-old daughter Georgia May to the special preview night at Proud – she has expressed interest in fashion design and photography. They were joined by various members of London’s media and tastemaker crowd, who enjoyed NeuroBliss, NeuroSonic and NeuroTrim both straight up and mixed in delightful cocktails. All present enjoyed the refreshments as well as the images that provided a unique unguarded portrait of a young man who would go on to become a legend. Proud Galleries Group was launched in autumn 1998 by Alex Proud and has produced landmark shows including ‘Destroy: The Sex Pistols’, ‘Rankin’s Nudes’, ‘The Rock n Roll Years’, ‘Underexposed’, ‘Rebel Life: Bob Marley’, ‘The Official Bob Dylan Show’ and ‘The Libertines’ that continuously attract full‐house, star‐studded opening nights. This was no exception, made even more glittery with Neuro on hand.