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Overview

What role does today’s gallery play in the art world ecosystem? What is its purpose, function and structure? Looking at small to mid-range to global brands and using a variety of New York gallery models as a resource, this course focuses on the general operations of art galleries to achieve a better understanding of what it takes to be successful and to endure in the current art market's global ecology. Students look at the process of developing gallery startups, study general budgeting, examine issues related to staffing and sourcing artworks, look at strategies for institutional, collector and media communications, practice building sample exhibition schedules and related programming. Site visits include artists’ studios to understand how to procure artwork and work with artists, and gallery visits to learn different approaches to key aspects of the business from professionals working in the field. As part of the course students will have an opportunity to put theory into practice by creating a gallery plan, sample exhibition schedule and brand concept.

By the end of this course students will…

  • Understand the daily operations, and economic context of the art gallery business.
  • Gain insight into how a gallery is created and how galleries work with artists and collectors.
The Details
  • Course Dates

    Course Dates

    July 10 - August 3, 2017.
    Monday - Thursday: 10:00 AM - 12:30 PM.
  • Faculty

    Faculty

    Althea Viafora-Kress has over 20 years of experience working as a gallerist, curator and art advisor. Before taking on the role of International Director at Pearl Lam Galleries in Hong Kong and Shanghai in 2013, Viafora-Kress was Associate Director at Hauser & Wirth, with gallery locations in New York, London and Zurich. In addition to curating numerous exhibitions in New York and abroad she served as a cultural commentator and the host and producer of MoMA PS1’s Radio show The Collectors Forum from 2004 to 2010, and as a producer for VernissageTV, Basel, Switzerland. She is currently working in New York as a private art consultant providing strategy consulting for artists, collectors and corporations. Viafora-Kress holds a BA in art history from Columbia University.
  • Sample Topics

    Sample Topics


    • Basic Gallery Structure and Job Functions

    • The Historical and Contemporary Context for the Gallery Business

    • Evolution of the Gallery’s Role in the Art World’s Global Platform

    • Gallery Concept and Branding

    • Sourcing Artists and Art Works

    • How Galleries Make Money

    • Predicting, Planning and Managing a Gallery’s Budget

    • Creating an Exhibition Schedule



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  • Course Fees & Enrollment

    Course Fees & Enrollment

    4-week courses: $3,750 for one course or $7,000 for two 4-week courses. One 4-week with one 2-week: $5,700.

    Click here to register.
    Click here to read Terms & Conditions
  • Contact And Request Information

    Contact And Request Information

    For further information, please contact:

    Suzanne Julig, Director, Summer Study NY
    Email: publicprogramsNY@sothebysinstitute.com or Request Information

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