Freud’s Bathhouse and Diner is demonstrably not a bathhouse, diner or in any way associated with anyone named Freud. Instead, it is a gallery run by Kristel Jax and Mark Wohlgemuth. To investigate the name further, though, feels like walking into a trap designed to expose ignorance. The Manitoban has been assured that there is no symbolic meaning to the name. It may be enlightening to note, however, that the gallery is associated with Syphilitic Mermaids magazine.

The gallery is one of those vaguely defined artistic establishments more common in large cities — purposely unclassifiable. It feels vaguely like a Dave Eggers creation. The author and international whimsy-monger’s Valencia Avenue “pirate store” in San Francisco shares Freud’s youthful DIY feel and air of unprofitability. Indeed, proprietors Kristel Jax and Mark Wohlgemuth say much of the gallery’s funding comes from their own pockets.

At 42 Albert Street, Freud’s is situated among the diners of the Exchange District. It is very small — around 700 square feet. The floor is covered with old carpet and the walls are lined with antique upholstered armchairs. Against the back wall is the “stage” where musicians can perform.

Jax and Wohlgemuth conceived Freud’s as a combined exhibition space and recording studio where Jax curates — and sometimes contributes to — exhibitions and Wohlgemuth can perform, record and practise as his musical alias Kram Ran, while organizing concerts for other artists.

Both founders have spent most of the last few years in Toronto, where they pursued similar artistic careers. So far, Jax has organized two shows at Freud’s. The first,”Ghost Show,” was one she curated in Toronto and brought west with a few modifications. About 13 artists had works in “Ghost Show,” including Jax. The second show, an exhibition of Winnipeg textile artist Kelly Ruth’s work, ended June 19.

With each new exhibition, Freud’s gets redecorated. For “Ghost Show,” Jax hung white sheets over much of the furniture and curtains from the ceiling. Ruth was actively involved in the redecoration accompanying her show. The arboreal themes of her work were manifested in a hunting-lodge-inspired décor, including — in a departure from traditional ideas of a hunting-lodge — simulated bullet holes in the walls, which Ruth painted. These periodic modifications to the space, say Jax and Wohlgemuth, are part of an attempt to create a more complete viewing experience than one might find in a traditionally sparse, neutrally-decorated gallery.

“Sugar and Watermelon,” opening June 24, will be Freud’s third show and Jax expects the work of at least 20 artists to be showcased. Though the show will be loosely summer-themed, many artists create work specifically for Jax’s shows while others submit work speculatively rather than by request, making it difficult to say how the show will look. Jax expects Rodrigo Pradel, who is co-curating the show, to contribute several works and may show one of his own.

Wohlgemuth’s contributions take the form of the concerts that he organizes. He last produced the InFringe concert series that coincides with the Winnipeg Fringe Festival, July 15-25. He now produces Freud’s Family Night, a series of concerts involving musical artists he considers relevant. The Family Night on June 26 will feature the Dead Letters of Toronto, Flatgrey of Vancouver and, amusingly but Wohlgemuth claims coincidentally, Sigmund, of Winnipeg.

Wohlgemuth also performs and records as the premiere and often-sole member of Kram Ran, whose music Jax and Wohlgemuth suggested, after some deliberation, might be compared to that of art rockers Xiu Xiu.

Since Jax and Wohlgemuth are the sole staff of Freud’s, its hours of operation are limited, but the pair aim for regular daytime hours Wednesday to Saturday and may respond to knocks on the door at other times.

Freud’s Family Night with The Dead Letters, Flatgrey and Sigmund takes place at 8 p.m., at 42 Albert Street. Sugar and Watermelons runs from June 24 – July 10. For more information, go to http://imtrying.net/freuds