A gallery is a place, whether online or as a local business, where artwork is displayed and offered for sale. Galleries specialize in a particular segment of the art world, such as photography or sculpture. They may also focus on a certain period or genre, such as modernist artwork or antiquities. In contrast to museums, which curate their own collections for aesthetic enjoyment, preservation, or educational purposes, galleries are classic brokers or traders of art.
The art world can be intimidating and elitist for many people, but there are simple ways to make your gallery feel more approachable and human. One effective strategy is to share collectors’ stories about how they discovered your gallery and its artists, which can help reduce preconceptions and build trust in your brand. Furthermore, sharing behind-the-scenes insights into running your business and your relationships with artists can further humanize your gallery and make it more relatable for your audience.
Gallery spaces often take on the role of a business by building a portfolio of artists and/or artist estates with whom they commit to work through long-term collaborations and who will be their’represented’ artists. The gallery then acts as the dealer representing, supporting, selling, and distributing those artists’ artworks. This is a win-win for the gallery and the artists as it creates new opportunities for both parties to make money.
In addition to acting as an agent for the artists they represent, galleries also collaborate with other galleries or individuals to present exhibitions. These exhibitions are called curated and are a crucial part of the gallery’s identity, as they provide an opportunity for the public to interact with and discover new art. These interactions, which can result in sales, further enhance the gallery’s reputation and credibility as a leader in the field.
When presenting an exhibition, the gallery takes care of all logistics and arrangements for transportation, insurance coverage, supervision, installation, print works, invitations, press interest, and opening and promotion. They are the main point of contact for any questions or concerns about the show and its content, and they take on full liability in case of any damage or theft during the duration of the exhibition.
In order to attract more attention and reach, a gallery needs to be active in the art community and engage with other galleries, collectors, critics, and curators. This includes participating in openings, events, and lectures. Additionally, the gallery should actively seek out and develop personal relationships with potential buyers. This will not only give them the confidence they need to sell, but it will also allow them to build a network of connections with other dealers, collectors, and critics that can be useful for future exhibitions and potential sales. In addition, the gallery should be accessible to its potential audience by providing information about its artists and events through social media channels. Moreover, they should be open to giving tours of their space to the public.