John and Sunday Reed acquired a dairy farm called Heide in the 1930s-1950s and established the Heide Circle, encouraging artists like Albert Tucker, Joy Hester, Sidney Nolan, and John Percival to visit and develop their modernist styles. John was originally a lawyer who later edited the "angry penguins" magazine, while Sunday came from a wealthy family but also studied some art. They helped birth Modernism in Melbourne through their support of pioneering artists at their property.