Running a gallery
Angelica Sule
Curator
Gallery Primo Alonso
Intro
• I am co-director and
curator of Gallery Primo
Alonso
• Three of us set up the
space
• We have been running for
4 y...
Why?
• Wanted to do
something
different
• Didn’t want to go
back to studying
• Had a great
opportunity
• Had friends who
h...
Research
• Visited galleries and
exhibitions around
London
• Spoke to tutors and
peers
• Scouted the best areas
to be base...
Set up and Costs
• Set up business
name - not for profit
space
• Spoke to CIDA
www.cida.co.uk
• Insurance, Public
liabilit...
Type of Space
• Project space vs commercial space
• Emerging artists vs established artists
• Mission statement - Gallery ...
Exhibitions – choosing shows
• Degree shows
• Studio visits
• Proposals – very rarely
taken from people we
don’t know
• Wh...
Before the show
• Regular updates with
the artist/curator
• Help to choose the
work with studio
visits
• Work on the press...
Postcards, flyers and invites
• Should be eye-
catching
• Should be a good
indication of the show
• Should have clear
and ...
Exhibitions - the show
• Prepare space – build
and paint walls and
floor
• Leave time for mistakes
and unexpected
problems...
Exhibitions – The private view
• Make contacts
• Explain about the
work
• Know the work and
the artists
• Know the prices
...
What we have achieved
• A great learning
experience
• Over 20 exhibitions,
showcasing over 90
artists
• Contacts in the
ar...
Why set up a gallery?
• What are you doing that is different, is your
space necessary?
• Are you organised?
• Are you good...
Hints and tips
• Do your research before you start
• Talk to other galleries and artists
• Write a business plan including...
Start your own creative shop or gallery - Angelica Sule
Start your own creative shop or gallery - Angelica Sule
Start your own creative shop or gallery - Angelica Sule
Start your own creative shop or gallery - Angelica Sule
Start your own creative shop or gallery - Angelica Sule
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Start your own creative shop or gallery - Angelica Sule

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Start your own creative shop or gallery - Angelica Sule
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Start your own creative shop or gallery - Angelica Sule

  1. 1. Running a gallery Angelica Sule Curator Gallery Primo Alonso
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
  13. 13. 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?
  14. 14. 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

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