Art galleries are varied spaces where activities, mainly those of the gallery owner, complement one another throughout the year. Discovering and promoting artists, presenting works, negotiating, meetings, logistics, and contracts: discover how an art gallery works.
What are the different roles of an art gallery?
The art gallery is the essential engine of the art market because it is the place where artists make themselves known to collectors, at least as far as contemporary arts are concerned: painting, sculpture, photography, etc. In the field of antiques and old master art, it is still the gallery that gives them a second life, because dealers, if they do not find new artists, have the business of finding objects to present.
For the public, the gallery is a place where it is possible to:
- Discover artists,
- See works by famous artists,
- Buy works while benefiting from advice on artistic matters as well as on valuation, investment, or taxation,
- Building bonds of trust between collectors, artists and gallery owners,
- Meeting other collectors, artists or dealers at openings,
- Finding again the works seen at an international fair, for example. The gallery serves as a fixed venue, either single or in several branches in the major market hubs. It goes out to meet collectors by being present at fairs and major annual events. For artists, galleries are the various places that let them meet their audience but also make a living from their art. Exhibitions and events in galleries set the rhythm of their schedules and output.
The difference between a gallery and a museum is truly that what is shown in a gallery can be bought. For professionals, galleries are places of sale and negotiation.
How to choose the works exhibited in a gallery?
The gallery owner has the role of defending the artists whose work they appreciate, as well as its value on the market. They stay informed, working through networking to discover new works.
Through their reputation, knowledge of styles, purchasing power and that of their clients, but also their specialization, a gallery owner who decides to present an artist gives them real endorsement.
The choice of works presented is entirely personal, but it also follows a commercial logic of supply and demand and must of course be adapted to the gallery’s clientele. The gallery owner proposes a sale price and a commission that covers their work, sometimes an exclusivity contract, the handling of purchases of materials and transport, as well as the terms of the collaboration.
Older works also come from private collections thanks to the relationship of trust established with clients, or their families, who may turn to a gallery to part with a work. Others, finally, are bought at auction or from museums.
Arranging a Gallery to Attract Visitors
The scenography of the space is very important for capturing the attention and interest of potential buyers. Here again, it is the gallery owner’s job, or their team’s if it is a large gallery, to decide on the techniques that best showcase the objects. Some galleries change a lot during the year, others have a more permanent layout.
Many elements come into play:
- Solo exhibition, group exhibition, thematic exhibition, complementarity of pieces, styles, and periods,
- Lighting, platforms,
- Number of works presented, space and volume allotted,
- Presentation wall labels,
- Catalogs,
- Painting or covering of walls, but also floors, hanging style, framing,
- Seating and a small lounge or office set apart for negotiations.
Certain elements can be clarified with the artists depending on their works and the spirit they wish to convey around their presentation. Special care is of course taken during openings.
The importance of welcoming visitors and giving advice in an art gallery
Art gallery visitors fall into two main types: either they are already clients, or they are not yet and could potentially become so. In a gallery, interpersonal skills are central, because triggering an unplanned art purchase or earning a collector’s trust is crucial. Moreover, a new client who has made a purchase generally comes back to the gallery to make a second one.
The relationship between the work and its price must rest on its story, its approach, its aesthetics, and sometimes also on the promise of rising value. The gallery owner must be able to read the personality of their clients and know what their trigger is: love at first sight, investment, a gift, etc.
Salespeople must be able to answer all of customers' questions, but they must also be able to draw them into the artist’s imagination and approach, and to present their career, their market rating, etc. Knowing the works inside out is essential.
Finally, financial and tax advice is part of the gallery’s services. It is much appreciated and can help trigger sales: purchase on behalf of a company, tax credits for living artists, leasing, etc. Purchasing options must be presented according to each situation.
Guaranteeing the authenticity of works in a gallery
The gallery, as the seller, is responsible for the authenticity or provenance of the works and must provide an invoice and a certificate with each work sold. The certificate serves as the work’s identity card. If the artist is living, the gallery provides, along with the invoice, a certificate stating:
- The artist’s name,
- The title of the work,
- The dimensions,
- The support,
- The techniques,
- The year of creation,
- The artist’s signature is not mandatory but is recommended.
(Note: the seller’s name, the buyer’s name and the price appear on the invoice and not on the certificate, which will follow the work throughout its existence and through its future owners).
If the artist is deceased, the gallery provides the documents that accompany the work, which it received itself when it bought it.
A certificate can also be produced by a recognized expert, or by a laboratory in the case of dating. Note that the gallery may decide to offer transport/delivery or to charge for it and takes care of adequate insurance. It must also watch out for customs duties.
The Different Types of Art Galleries
Art galleries are classified in various ways:
- By type of works shown: painting, photography, ancient art, curiosities, furniture, etc.
- By period: early periods, contemporary, modern, archaeology, etc.
By region, country, or continent: Oceania, Asia, Japan, Africa, etc.
But they are also assessed by their standing, meaning the importance of the works they show: major artists, high prices, showrooms in several major capitals, presence at prestigious international fairs, address book.
Art Galleries: The Impact of Digital Technology
Committed collectors are very fond of novelty and discoveries. Thanks to digital technology, many transactions are speeded up:
- social networks and instant messaging apps make it possible to send photos of pieces directly to valued clients. They help build special, close relationships.
- Online auction platforms make it possible to take part from anywhere.
- The various online galleries allow a first approach with clients who would not have come in person. Search engines make it easier for objects and galleries to be found and for online sales to be made.