Start your own creative shop or gallery - Angelica Sule Part of Enterprise Week 2010

1. Running a gallery
Angelica Sule
Curator
Gallery Primo Alonso

2. Intro
• I am co-director and
curator of Gallery Primo
Alonso
• Three of us set up the
space
• We have been running for
4 years
• We have 5 shows per
year including our annual
residency plus a series of
film nights in the summer

3. Why?
• Wanted to do
something
different
• Didn’t want to go
back to studying
• Had a great
opportunity
• Had friends who
had done similar
things
• Had a vision for
what we wanted
to achieve

4. Research
• Visited galleries and
exhibitions around
London
• Spoke to tutors and
peers
• Scouted the best areas
to be based in
• Found spaces we liked
and asked advice
• Looked for suitable
space for about a year
• Wrote a business plan

5. Set up and Costs
• Set up business
name - not for profit
space
• Spoke to CIDA
www.cida.co.uk
• Insurance, Public
liability
• Practical aspects –
cost of electricity,
lightbulbs, paint etc.
• Website & email
• Brand & logo
• Signage
• Cost per show –
listings, flyers,
postage

6. Type of Space
• Project space vs commercial space
• Emerging artists vs established artists
• Mission statement - Gallery Primo Alonso is an
emerging not-for-profit on Hackney Road showcasing
both emerging and established artists. Ideally situated
in the heart of the East End, the gallery forms a part of
the growing artistic community in the area. It
endeavours to provide an approachable space for
artists to show their work in an environment dedicated
to the promotion of contemporary art.
• Marketing – through listings, emails etc

7. Exhibitions – choosing shows
• Degree shows
• Studio visits
• Proposals – very rarely
taken from people we
don’t know
• What is exciting and
different
• Does it fit into our style
• Do we all like it
• Is the artist ready for a
show?

8. Before the show
• Regular updates with
the artist/curator
• Help to choose the
work with studio
visits
• Work on the press
release with the
artist
• Send out press
release to press
contacts
• Update listings
information
• Send out e-invite to
mailing list

9. Postcards, flyers and invites
• Should be eye-
catching
• Should be a good
indication of the show
• Should have clear
and precise
information
• Make sure to include
location details, times
and exhibition details
• Proof read
• Proof read again!
• Compare printing
quotes
• Think about how
many you want to
print – how are you
distributing?

10. Exhibitions - the show
• Prepare space – build
and paint walls and
floor
• Leave time for mistakes
and unexpected
problems – they are
inevitable!
• Place work and hang
• Be prepared to be
diplomatic and manage
egos
• Put up signage or vinyl
• Print press releases and
map/list of works, this
should be clear and
easy to read

11. Exhibitions – The private view
• Make contacts
• Explain about the
work
• Know the work and
the artists
• Know the prices
• Initial introduction to
artists and space
• Prepare for questions
about the space and
the work
• Don’t ever give false
information

12. What we have achieved
• A great learning
experience
• Over 20 exhibitions,
showcasing over 90
artists
• Contacts in the
artworld –
collectors, curators
and artists
• Reviews and some
sales
• Respect from peers
• Other work and
opportunities

18. Why set up a gallery?
• What are you doing that is different, is your
space necessary?
• Are you organised?
• Are you good at multitasking?
• Are you good with people?
• Are you prepared to work difficult hours?
• Have you done your research?
• Is art your passion?

19. Hints and tips
• Do your research before you start
• Talk to other galleries and artists
• Write a business plan including a mission statement
• Make sure you set out individual roles for everyone
involved based on their strengths
• Work out your budget and stick to it
• Promote your space in as many ways as possible;
website, online listings, postcards etc.
• Make it easy to be added to your mailing list and
remember to add people
• Business link for London www.businesslink.gov.uk