English report

School of Architecture, Building and Design
Foundation in Natural and Built Environments
English II: ENG 30605
ENGLISH FINAL PROJECT:
RESEARCH ASSIGNMENT
REPORT
FNBE April Intake 2014
Group members:
Arvindhan a/l Balasingam 0319753
Canisius Bong Wei Pheng 0318914
Chow Hong Da 0318571
Ong Eu Xuan 0319050
Ong Jia Min 0318003
Maximilian Lim Jake Yang 0319604
Tan Yit Fong 0319133

SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN
FOUNDATION IN NATURAL BUILD ENVIRONMENT
PRESENTATION TITLE: English Final Project: Research Assignment Report
GROUP MEMBERS:
Names Presentation / Research Report Roles.
Arvindhan a/l Balasingam 0319753 Description of the history of trade/business
Canisius Bong Wei Pheng 0318914 Description of Wei-Ling gallery & Transcript
Chow Hong Da 0318571 Comparative Analysis (GM Choo art gallery),
Transcript
Maximilian Lim Jake Yang 0319604 Comparative Analysis (Wei-Ling gallery)
Ong Eu Xuan 0319050 Video & artistic cover
Ong Jia Min 0318003 Description of GM Choo art agallery
Tan Yit Fong 0319133 Compilation of report & slides for presentation
ENGLISH II / ENGLISH 2 (ELG 30605 / ENG 0205)
LECTURER: CASSANDRA WIJESURIA
SUBMISSION & PRESENTATION DATE: 15th
January 2015

TABLE OF CONTENTS
NO. TITLE PAGE
NO.
1. Artistic cover 1
2. Cover page 2
3. Table of Contents 3
4 Acknowledgement 4
5. Key Summary
2.1 The Brief
2.2 Methodology
5 - 6
6. Research report
3.1 Description of the history of the trade
3.2 Description of the business
3.3 Comparative Analysis
3.4 Summary of comparative analysis
3.5 Conclusion
7 - 17
7. Recommendation 18 - 19
8. Bibliography 20
9. Appendices
4.1 Photos
4.2 Price list
4.3 Minutes
4.4 Research Questions
4.5 Contact details of Interviewees
4.6 Schedule of Visit
4.7 Transcript
21 – 37
10. References 38 - 39

ACKNOWLEDGEMENT
We would like to express our deepest appreciation to all those who provided
us the possibility to carry out this report. A special appreciation and
gratitude we give to our course instructor Ms. Cassandra Rashika Wijesuria
for the coordination of this assignment. On top of that, we would also like to
thank her for her encouragement and guidance throughout the process of
writing this report.
Furthermore we would also like to acknowledge much appreciation of GM
Choo whom took the time out to explain about his business, GM Choo Art
Gallery Sdn. Bhd. and also Shaza Sofi, associate of Wei-Ling Gallery,
whom gave permission and access to the coveted gallery alongside shedding
some light on the business Wei-Ling Gallery Sdn. Bhd.
Last but not least, we would also like to extend our acknowledgement to the
School of Architecture, Building and Design of Taylor’s University for
providing this opportunity and our fellow friends and family members for
their support as well.

KEY SUMMARY
The art galleries that we have chosen to interview is the regionally
acclaimed Wei-Ling gallery, with business throughout the country, and GM
Choo art gallery, a critically acclaimed gallery in its own right too.
We had chosen to interview the headquarters of Wei-Ling Gallery in the
heart of Brickfields, Kuala Lumpur (8 Jalan Scott, Brickfields, 50470 Kuala
Lumpur, Malaysia) due to their contribution to the local contemporary art
scene. On the other hand, GM Choo Art Gallery, located in the famous
tourist spot of Malacca, Jonker Street (53& 54 Jalan Tokong 74200 Melaka)
is instead known for upholding the traditional arts of Malaysia, especially
batik.
Hence, due to the differences in the type of art each gallery sells and their
location, this report investigates the different type of strategies and
competitive characteristics adopted in the already struggling Malaysian art
trade.
2.1 THE BRIEF
A comparative analysis of two businesses of a similar industry in different
geographical locations that would be achieved through comparative research
and use of rhetorical strategies presented in the form of a report and verbal
presentation.
This is done through the study of two of the same kind of trade/business that
are exemplars of their trade through researching a series of primary sources
on a site visit and reliable secondary ones.

2.2 METHODOLOGY
Data Collection
Physical trips were made to both galleries after prior contact of both
galleries. We were lucky enough to land interviews with the owner and artist
himself, GM Choo, at GM Choo Art Gallery and with the associate, Shaza
Sofi at Wei-Ling Gallery. However, on both occasions we were not granted
permission to take videos of the interviewees, hence we recorded the
interview audio through our mobile devices and note taking. In addition we
were given privilege to snap photos, which is usually a violation at art
galleries. Both art galleries also provided us with brochures (which you can
refer in the appendices) and we prepared discussion questions to ensure a
constructive interview.
At GM Choo Art Gallery, the interview was conducted in Mandarin due to
the interviewee’s preference while at Wei-Ling it was conducted in English.
Data Presentation
After our initial research of the specific galleries and visitations, we
presented our data and data analysis in this report alongside a verbal
presentation that was aided by Prezi presentation slides. The data analysis
was done through not only following and researching according to the
framework provided to us but also analyzing the comparisons between both
galleries.

RESEARCH REPORT
3.1 DESCRIPTION OF THE HISTORY OF TRADE (ART GALLERIES)
AND WHAT IT INVOLVES
According to the Oxford Dictionary, trade, by definition is the action of buying and
selling goods and services. The origin of trading started since the time humans learned to
communicate with each other. This dates back to the prehistoric times whereby people
bartered goods with each other even before the modernization of currency. From that, the
act of trading has been used and improved constantly throughout history. Based on the
events that had happened during history, man has emphasize on the importance of trade
and how it is vital to civilization as it keeps them prospered and connected.
Trading artworksis also a trendthat has been practiced by traders all around the
world. Paintings by different culture of people have been passed around from continent to
continent. Through the ranges of the innovation of trade, various styles of selling
artworks have been invented. During the latter part of the 17th
century, the people of
England have sold art through art auctions. An auction, by definition, is a public sale in
which property or items of merchandise are sold to the higher bidder.
Moreover, art has also been displayed and showcased in art galleries, partly to act
as a function to promote art to collectors and those who are interested. Art galleries, in
general, are solely for the display or sale of artworks either by renowned or freshmen
artists. Art galleries consist of a diversity of artworks, either in 2D or even 3D. These
artworks range from contemporary art to the most classics of paintings dating back to the
early eighties. They usually promote the artist's work through exhibitions sponsored by
cultivating collectors, making press contacts, and trying to get critical reviews. Art
galleries are essential in the world of fine art as they provide a window for young artists
to survive the difficult trade. Such galleries also play an important role in showing off
works of masterpiece both locally and internationally.
Some art galleries are non-profitable organizations whereas almost sixty per cent
of the remaining commercial art galleries are money-based organizations looking to sell
out valuable works of arts. Most motives of reputable art galleries are to display artworks
of young-emerging artists, regardless both local and international ones to stand a chance
to make a name in the diverse-artistic world. The remaining sixty per cent however sell
art works that are from renowned artists that have created prolific histories in the world
of art. Though most famous artworks are not put up for sale, for instance the Mona Lisa,
these art works are up in galleries for future generations to reminisce about. Galleries in
museums, contemporary art shelves, vanity galleries as well as university art museums
are just the tip of the iceberg on the variety of art galleries existing in this world.

The history of Malaysian art begun with the regional craftworks and arts in which
the trade secrets have been passed down for generations [1]. They were sold in makeshift
markets called “pasar” by the locals and had a wide price range, mostly at an affordable
rate. Until this day, numerous Malaysian art galleries retains this kind of traditional
laidback aesthetic that is unpretentious and inviting such as a gallery we have chosen to
study, G M Choo Art Gallery. On the other hand, the earliest record of proper
contemporary art exhibitions was during the 18th
century when there had been a rise of art
associations established such as the Penang Impressionists and United Artists Malaysia
[2]. Only during the 1950s did a community of mostly Chinese and European art traders
allowed for the establishment of upscale art galleries and finally a National Art Gallery in
1958 [3]. Hence, although the lines of these two types of art galleries have yet to be
blurred, it has allowed for a rich budding art scene right here in Malaysia.

3.2 DESCRIPTION OF THE BUSINESS
WEI-LING GALLERY
Wei-Ling Gallery is one of the most well-known contemporary art galleries in
Malaysia. Their objective is to nurture and showcase the contemporary art works by
local artists. The gallery focuses young contemporary artists to support and develop
their careers so to shape the next generation of Malaysia’s contemporary artists [4].
Wei-Ling gallery consists of 3 branches. One is located in Brickfields which is 0.6km
away from KL Sentral. Another is located on the 6th
floor open-air rooftop garden of
The Garden mall. The 3rd
gallery is located on the ground floor of the E&O Hotel in
Penang [5].
The founder and director of the gallery is Lim Wei Ling. Her associates consists
of a few of her colleagues: Lim Siew Boon and Shaza Sofi (who are in charge of the
Wei Ling Gallery in Brickfields), Neo Lee ( who is in charge of Wei Ling Gallery in
The Gardens) and Tatyana Aziz ( who is in charge of Wei Ling Gallery in Penang)
[5].
The Wei-Ling Gallery was previously known as The Townhouse Gallery and it
started in a townhouse in Bangsar, Kuala Lumpur. It was first set up by Lim Wei Ling
and YohanRajan in May 2002 [4]. The gallery that we visited was the Wei-Ling
Gallery in Brickfields. The building that houses the gallery was a pre-war building
that was devastated by a fire in 2004 [8]. It was then restored and used as an
architectural studio by Prof. Ar. Jimmy Lim (father of Lim Wei Ling). It won several
awards for cultural conservation and re-use of a building [7]. Soon after, the gallery
started to exhibit the works of foreign artists. During 2005, Wei-Ling Gallery moved
its current premises to this building. The Brickfields branch also plays host up to 12
exhibitions annually.
In December of 2006, they showcased the works of 18 Malaysian contemporary
artists in Karachi, Pakistan. In April 2008, they also became the first Malaysian
gallery to participate in the China International gallery exposition (CIGE), an
international art fair that focuses on contemporary art [4].

The gallery also focuses on selling contemporary art pieces, sculptures and
photographs. Statistically, they have an inconsistent number of visitors and customers
annually. Over the past 3-5 years, Wei-Ling Gallery expanded their business by
opening another contemporary art gallery in The Garden Mall called Wei-Ling
Contemporary Art Gallery. This new space will showcase new exhibitions as there is
greater access of the works and greater awareness of the local art scene [9].
Wei-Ling gallery has many competitors that are located around Kuala Lumpur.
The gallery is not the only successful gallery in the city. According to
culturetrip.com, Kuala Lumpur’s must visit contemporary art galleries include not
only Wei-Ling gallery, but also Petronas Gallery, TAKSU gallery and Richard Koh
art gallery [6]. “We do not see each other as competitors but a team of exhibitors who
are determined to promote contemporary art to the people of Malaysia,” said Sofi, the
associate of Wei-Ling gallery. Even if they do not think of each other as competition,
[9] Wei-Ling gallery stands out from the other galleries by exhibiting the works of
foreign artists as their secondary focus.

G M CHOO ART GALLERY
G M CHOO gallery has been opened for about 7 years ago and the founder of G M
CHOO gallery is none other than Choo Git Man, better known by G M Choo. His self-
managed gallery is located at 53 & 54 JalanTokong, 75200 Melaka and is unique only to
Melaka as GM CHOO gallery does not have any branches. With approximately only 5
employees working, which includes a clerk and three painters that are under
apprenticeship for the past few years, and G M Choo himself [10], the art gallery is a
quaint gem in Jonker Street that tourists and locals peer into.
As you step into the cemented floor of the shop, you will immediately notice a great deal
of shelves that have numerous paintings crammed unto it that eventually spill onto the
floor and the floor above, and the shop next door. Not to forget the extension space that
the makeshift tent creates. There is hardly aesthetic in displaying the artworks which
creates an atmosphere that is carefree and inviting, as everyone who walks into the store
gets to meet the artist himself unlike most uptight galleries.
The main products sold in the gallery are the famed and framed batik paintings. Beside
batik paintings there are also art commissions for paintings such as Chinese styled koi
paintings and scenic views of Malaysia, particularly Malacca [11]. Although the number
of costumers is small compared to those in the food and beverage or retail industry, he
still earns quite a sum especially in his acclaimed batik painting, due to the big range in
price of paintings that suit any passerby’s or budding art collector’s wallet. They range
from RM 3 for a 2.5cmx15cm batik bookmark to a RM 3,000 blue batik painting of a
scenic view of Terengganu. GM Choo did mention that he does receive about 2 sales per
month for the more expensive artworks which is what keeps his business going. This is
due to the fact that the price of each painting depends on the time and effort taken to
finish the drawing and the material [10]. Materials that GM Choo specializes in include
oil, acrylic, cloth water colours, cloth and mixed media, used in a variety of paintings.
This business started off in 1990. Although having a late start in the business, now at 67
years of age when he first started the business, he still seems to wield his brushes like a
magical wand. Choo is absolutely captivated in his own art work and art as put in his own
words as ‘his love, his hobby and his business’ rolled into one [10]. He micro-manages
everything in his own passive ways from the location of the art gallery, to promote the
traditional arts to the tourists and locals alike, to answering calls for request for an
interview for a university assignment.
His prime motivation for starting this business is his passion towards art, especially batik
paintings. Having lived in Terengganu for almost 30 years, Choo has been strongly
influenced by the richness of the traditional Malaysia art form [12]. The recent
developments of GM CHOO’s art works are listed as follows [13]:

2007 Batik Art Exhibition Kluang Johor
08/01/2007 - 07/02/2007 JB 9 Evolution Artist Exhibition
09/09/2007 - 30/09/2007 Malaysian Art Competition 2007
28/02/2008 - 10/03/2008 National Handicraft Expo 2008
19/08/2009 Merdeka Fine Art
22/05/2010 - 23/05/2010 Tun Tan Cheng Lock Memorial Programme
25/07/2010 - 29/07/2010 Malaysian Handicraft Promotion 2010 Kompleks Bukit Jambul
26/08/2010 - 31/08/2010 Malaysian Handicraft Promotion 2010 Dataran Pahlawan
Megamall Bandar Hilir, Melaka
08/12/2010 - 30/12/2010 GM Choo's Art Review TMS Art Gallery

3.3 COMPARATIVE ANALYSIS
WEI-LING GALLERY
1. Number of contemporary art galleries in KL: 9
2. Top 3 contemporary art galleries:
a) Galeri Petronas
b)Valentine Willie Fine Art
c) TAKSU Gallery
a) Galeri Petronas
GALERI PETRONAS is formed by PETRONAS, Malaysia's national oil and gas
company. GALERI PETRONAS manages and administers the PETRONAS sponsorship
programme for visual arts. As such, the corporation provides and maintains the gallery as
a world-class venue for Malaysian artists to display their artworks. The gallery also hosts
foreign exhibitions to encourage exchanges between local and foreign artists for their
mutual benefit.
b) Valentine Willie Fine Art
Valentine Willie Fine Art Founded as a pioneer consultancy for modern and
contemporary Southeast Asian art in 1996. We strive to represent the best of regional
work, from the historically important to the cutting edge and run a busy yearly
program of exhibitions at our galleries while also working with regional institutions
and independent initiatives on touring and offsite projects.
c) TAKSU Gallery
Established in 1989, TAKSU is a leading Southeast Asian contemporary art gallery
and specialist. Representing a wide selection of fine art with a distinctly urban edge,
TAKSU is at the forefront of the contemporary art industry in the region. From young
talents to critically acclaimed names in the industry, TAKSU’s stable of artists are
distinguished by talent, academia, as well as regional and international awards. [6]

3. How do the businesses compete with their competitors? Strategies and how
successful:
They do not see other contemporary art galleries as competitors. In their
opinion, everyone are in the same phase and have their own strategies in
handling their business. As for Wei-Ling Gallery, they aim to promote new
local artists and exhibit their works in the gallery. Occasionally, local artists
come to them to promote their own works. Their main focus is to observe the
growth of contemporary art in Malaysia. Wei-Ling Gallery is one of
Malaysia’s top contemporary art galleries.
Besides that, the Wei Ling gallery in Brickfields has won a few architectural
awards for adaptive re-use of a building. This promotes the gallery through
the architecture of the building.
4. What are the obstacles faced by new business who wish to enter their
markets today? Are they easy or difficult to overcome? Why?
It can be tough to find artists to exhibit their works in new galleries because
certain artists would rather go to more popular galleries to promote their
works.
5. What is the nature of their markets, and justifications.
Wei ling Gallery is a perfectly competitive market. It exhibits various works
from local artists and sells these works to those who are interested in these
artworks. [9]

1. Number of contemporary art galleries in Jonker Street, Melaka: 20
2. Top 3 contemporary art galleries:
a) Li Chi Mao Art House
b) The Orang Utan House
c) Tham Siew Inn Artist Gallery
a) Li Chi Mao Art House
11 Lorong Hang Jebat
Dedicate to the works of Taiwan powerhouse, Yang Di-Pertua
Prof. Li Chi Mao, he is but scholar, calligrapher, brush
maestro and art educationist all in one. A “Living Legend
Artist”, entitled in 2007, he has been honoured by numerous
presidents around the world. It is hard to miss the Chinese
master junkboat that houses the art gallery that was modelled after the great China
explorer Admiral Zheng-he, so do step steep into the oriental representations from none
other than Li Chi Mao. [15]
b) The Orang Utan House
59 Lorong Hang Jebat
In the words of Valentine Willie, Cham stays away from the
“chocolate-box art-kittens and still life and swaying coconut
trees” and resorts to bold and downright weird that show the
philosophy of his art which is the dualism of life and the
attraction of opposites; Yin and Yang. Trained in France and a
member of the prestigious Association des Artistes Independants,
he has chosen “staying here (Melaka) and fighting” despite the
fact that his works have made their way in more than 40
countries. [16] [17]
c) Tham Siew Inn Artist Gallery
49, Jalan Tun Tan Cheng Lock
Home to the works of the president and/or vice president of the
Klang Artist Society, Malaysian Watercolour Society and the
Malaysian Watercolour Organization that has exploded on an
international scale. Sakura Bank, Samsung Electronics and Tourism
Malaysia are just some of the worldwide collectors of his work.
Not to mention, Tham Siew Inn’s watercolours have crossed 4 continents and been
exhibited in 40 countries making a name for himself that is unparalleled. [18]

How do the business compete with their competitors? What strategies were employed
and how successful are they?
Each artist has their own style. As such, art galleries tend to not have much competition
within each other. Our products are very different from one another, hence I guess you can
say that is our “strategy”. We are also located in close proximity which proves to be an
advantage as tourists and locals can visit one place, particularly Jalan Tokong and Heeren
Street at Jonker Walk, inviting more customers in. I feel though that the traditional arts
here do better as tourists want to immerse themselves in our culture and locals want to
uphold their place as a UNESCO World Heritage Site.
What are the obstacles faced by new businesses who wish to enter their markets today?
Are they easy or difficult to overcome? Why?
The obstacles that are faced by G M CHOO gallery include the government poor handling
of the taxes. As such, the people have less buying power and the art industries suffered
from it. GM CHOO said that it is not easy to overcome this problem because this problem
is under the government’s hands and the artist can only hope that the government would do
something about it.
What is the nature of their markets and your justifications?
The nature of the market in Melaka is perfect business and type of competition. This is
because every artist has their own style and each costumer has their own taste towards art.
For example, the Orang Utan House presents more modern pop art that are a hit with the
young adults while the Clay House down the street sells a traditional art that I don’t. As
such, no art gallery truly has the market power to influence the prices of artworks. [10]

3.4 SUMMARY OF COMAPRATIVE ANALYSIS
WEI-LING GALLERY
G M CHOO ART
GALLERY
Lim Wei Ling FOUNDER G M Choo
5 employees (excluding
22 artists that they fund)
WORKERS
6 employees (3 trainees, a
clerk & himself)
Brickfields (HQ)
The Gardens Mall
E&O Hotel Penang
LOCATION
Malacca, a town recently
declared as a world heritage
site by UNESCO in 2008
3 NO. OF BRANCHES 0
Inconsistent NO. OF CUSTOMERS 2 per month
Weekdays: 12p.m.-7p.m.
Sat: 10a.m.- 5p.m.
BUSINESS HOURS
Weekdays: 8a.m.-7p.m.
Weekends: 8a.m.-4p.m.
Contemporary art MAIN PRODUCT Batik painting
Sculpture, Photography,
Books
OTHER TYPES OF
PRODUCTS
Oil Paintings, Abstract Art
Painting, Landscape Art
Painting, Batik Stamping Art
Produce and fund
new/good local artists
STRATEGY
Increase publicity through
showcasing more artwork at
exhibitions
Expansion of the current
platform of our local arts
to an international scale
FUTURE PLANS To travel more such as parts
of China to hone his skills
until he retires
Everyone and anyone
who has an interest in art
/ Tourists (expose them to
the local art scene)
TARGET MARKET
A wide range from children
to the old
[9][10]

RECOMMENDATIONS
The Wei-Ling gallery in Brickfields is built in an interesting pre-war building that has
been beautifully refurnished which meets the requirements of an outstanding
contemporary art gallery while GM Choo art gallery has its rustic charm with its Chinese
Palladian shophouse. But even a top art gallery has its flaws and can be improved further.
Based on our research regarding both the galleries, we have proposed a few
recommendations on the future plans of this gallery.
WEI-LING GALLERY
a) Reorganizing use of space
What is important in a good art gallery is space. Walking into the gallery through the
entrance, one will see a large collection of antiques and old furniture that crowd the
space. Because of this, there is only a limited amount of space that a group of people can
pass through. A large group of visitors will feel cramped as they walking through this
area of the gallery. We suggest that the gallery make more space for people to walk by so
that visitors may enjoy the art pieces without having to give way for others to walk.
b) No. of staff
Furthermore, the staff members in the gallery seemed too busy to address to the visitors.
"Never forget the basics, no matter how busy: always acknowledge a visitor's presence;
never underestimate your clients," quoted writers and reviewers from Artinfo Canada, a
hub for Canadian news. So, we recommend the staffs to keep themselves in check and
always acknowledge their visitors.
In addition to that, there were only a small number of staffs working in the gallery. We
visited both the Wei-Ling Contemporary Art Gallery in The Gardens Mall and the Wei-
Ling Art Gallery in Brickfields. Based on our experiences, there was only one staff
member manning the gallery in The Gardens Mall and only a few people working in the
gallery in Brickfields. From this, we propose that they increase the number of workers.
Figure 1: Disorganized paintings on the floor
and artworks that are out of reach of
Canisius’ view

GM CHOO ART GALLERY
(a) Renovate/ Expansion of space
The store is quite old and traditional. If the store is renovated with better
technologies such as having air conditioning the art gallery would attract more
customers due comfortable ambience. Costumers won’t stay long if the gallery is
hot and stuffy due to the tropical weather of Malacca. This lowers the probability
of potential customers and eventually, sales. Besides that, expansion of space
would better the coordination of the placing of paintings and would make room
for the many more to come as it would allow customers to better navigate the
gallery without worrying about tripping over the many paintings piled up around
the floor.
(b) Display of paintings
When we visited the gallery, we noticed that he had his artworks in disarray with
all kinds of paintings stacked up and competing against one another. Most of the
paintings couldn’t be viewed either. The different types of paintings such as the
Batik art paintings and oil paintings were simply placed,
uncategorized and untitled. Our recommendation is that G M Choo Art Gallery
would hire a professional to organize in a manner not only best displays his art
works but create a visually interesting space. There should also be categories
based on the type of art pieces.
Figure 2: Batik paintings stacked upon one
another, collecting dust
Figure 3: Different types of paintings of
different orientations hung on almost whatever
space the wall could hold

BIBLIOGRAPHY
Arts.com.my. (2014). History of Malaysian Art. Retrieved 10 January 2015, from
<http://www.arts.com.my/history-of-malaysian-art/>
Khuan, D. T. C. (1994). Pioneers of Malaysian Art. The Art Gallery, Penang.
(2015). Retrieved 10 January 2015, from
<http://www.artgallery.gov.my/balaiseni/html/index_in.php?lang_id=1>
Oxford Dictionary (n.d.) Retrieved 13 January 2015, from
http://www.oxforddictionaries.com/definition/english/trade
Social Studies for Kids (n.d) Retrieved 13 January 2015, from
http://www.socialstudiesforkids.com/articles/economics/theimportanceoftrade1.htm
Davies, Glyn (2002) [1995]. Ideas: A History of Money from Ancient Times to the
Present Day
Sarah Thornton, Financial machinations at auctions, The Economist, economist.com,
November 18, 2011.
ArtFacts.Net Ltd., L. (2015). Wei-Ling Gallery, Kuala Lumpur - Overview. Artfacts.net.
Retrieved 12 January 2015, from <http://www.artfacts.net/en/institution/wei-ling-gallery-
16637/overview.html>
World Heritage Committee. (2009, 31st
March). Decisions Adopted at the 32nd
Session of
the World Heritage Committee. UNESCO. Quebec City, 2008 Retrieved from
<http://whc.unesco.org/en/sessions/32COM>
Canada A. (October 17, 2012). Four Top Art Dealers Answer "What Makes Your Gallery
Successful?" Retrieved January 12, 2015, from
<http://ca.blouinartinfo.com/news/story/834422/four-top-art-dealers-answer-what-makes-
your-gallery-successful>
Sangeeta M., Chitra S. (March 2011) Creating a Difference- The Store Ambience in
Modern Day Retailing. Global Journal of Management and Business Research, 1 (3)
ISSN: 0975-5853

APPENDICES
APPENDIX .1- PHOTOS
WEI-LING GALLERY
Figure 4: Exterior of Wei-Ling Gallery
Headquarters (Brickfields, Kuala Lumpur)
Figure 5: A local artwork featuring Indian
culture (a wedding)
Figure 6: Interior of the Wei-Ling Gallery
Figure 4 Figure 5
Figure 6

Figure 7: Our group members Maximilian and
Canisius admiring the oil paintings
Figure 8: Some awards won by the gallery shown
such as The Aga Khan Award for Architecture
and PAM 2006 Awards In architecture
Figure 9: Interview with Shaza Sofi (Associate of
Wei-Ling gallery)
Figure 10 & 11: Wei-Ling Contemporary
(The Gardens Mall branch) interior & exterior
(Figure 12)
Figure 11
Figure12

(Clockwise)
Figure 1: Framed batik paintings that start from
approximately RM 700
Figure 2: The artist and founder of the self-
titled gallery- G M Choo
Figure 3: Upstairs there is an armchair and
mattress placed next to his artworks showing
that he has made this gallery his home; literally

Figure 1: Trying our hand at batik painting for RM 30/per piece.
Figure 2: We saw earlier that the art gallery is his home. Peering into another room
on the upper level, we discover it is also his workspace

APPENDIX .2- PRICE LIST (for items below RM 50)
Both galleries also sell mini artworks or affordable souvenirs. The prices of the artworks
that cost above RM1000 from Wei-Ling gallery and RM 50 from GM Choo Art Gallery
have been undisclosed by both galleries.
WEI-LING GALLERY
*Varies according to exhibitions. This list was created according to the Ivan Lam 20
exhibition
No. Item Unit price (RM)
1. Perspex block art pieces 20.00
2. Ivan Lam: Twenty the Book 20.00
3. Coma 38/500 brochure 30.00
GM CHOO ART GALLERY
No. Item Unit price (RM) Other pricings
1. Batik Bookmarks 4.00 3 for RM10.00
2. Batik postcards 5.00 6 for RM 25.00
3. Batik handkerchiefs 6.00 3 for RM 15.00
4. Batik scarves (cotton) 35.00
5. Batik scarves (silk) 45.00
6. Small frame of batik 15.00
7. Batik horoscopes 6.00
8. Paint your own batik 30.00

APPENDIX .3- MINUTES
DATE: 1st January 2015
TIME: 3:00p.m.-7:00p.m.
VENUE: Amphitheatre, Taylor’s University
NAMES OF GROUP MEMBERS TUTORIAL GROUP ROLE
Arvindhan a/l Balasingam Tuesday -
Canisius Bong Wei Pheng Thursday -
Chow Hong Da Monday -
Maximilian Lim Jake Yang Monday -
Ong Eu Xuan Thursday -
Ong Jia Min Thursday -
Tan Yit Fong Tuesday -
NO. ACTIVITY ACTION
TAKEN BY
1.
Discussion on requirements of the brief and the types of
businesses that interests us All
2. Research on businesses which fulfilled the brief’s requirements All
3.
Contacting the art galleries via e-mail and phone requesting for
an interview with a representative
Canisius & Yit
Fong
4. Generating suitable interview questions to be asked All
5.
Allocation of photographer, note-taker, interviewer and
translator during the site visit
All

DATE: 9th
January 2015
TIME: 9.15 a.m.-2:00p.m.
VENUE: Student life Centre, Taylor’s Lakeside Campus
NAMES OF GROUP MEMBERS TUTORIAL GROUP ROLE
Arvindhan a/l Balasingam Tuesday Description of the history of
trade/business
Canisius Bong Wei Pheng Thursday Description of Wei-Ling
gallery
Chow Hong Da Monday Comparative Analysis (GM
Choo art gallery)
Maximilian Lim Jake Yang Monday Comparative Analysis
(Wei-Ling gallery)
Ong Eu Xuan Thursday Video & artistic cover
Ong Jia Min Thursday Description of GM Choo art
agallery
Tan Yit Fong Tuesday Compilation of report &
slides for presentation
NO. ACTIVITY
ACTION TAKEN
BY
1. Allocation of roles for report and presentation All
2.
Research, transfer and analysis of data (interview notes,
audio recording, photos etc.) All
3. Writing of reports and points for presentation slides All

APPENDIX .4-RESEARCH QUESTIONS
1) When was the business founded?
2) Who are the key founders?
3) What prompted the founders to start this business?
4) What are your main products?
5) Who are your customers?
6) What is the business’ annual revenue figure?
7) How many branch offices/stores do you have (if applicable)?
8) Can you provide us a brief history of your business and its most recent
developments?
9) Do you have many competitors? Who are they? Who are your top 3
competitors?
10) Is the business constantly facing strong competition from other competitors?
What strategies have they used to compete with you?
11) How much capital is required to start this business? What, if any, specialized
field of knowledge do you need to run this business?
12) Generally, do you feel it is easy or hard to enter this market? Why?
13) How do you compete with your competitors i.e. what strategies do you
employ to divert customers away from your competitors?
14) How often do you release a new product (this assumes the business sells
differentiated products)?
15) Are your pricing decisions strongly affected by your competitors?

APPENDIX .5- CONTACT DETAILS OF INTERVIEWEES
WEI-LING GALLERY
Name: Shaza Sofi
Job Position: Associate
Office phone number: 03-22601106
E-mail address: weiling@weiling-gallery.com,
weilingcontemporary@gmail.com
Name: Choo Git Mun
Job Position: Founder, owner and artist
Office phone number: 06-2829892/ 016-7739098
E-mail address: gmchoobatik@gmail.com

APPENDIX .6- SCHEDULE OF VISIT
WEI-LING GALLERY (Brickfields, Kuala Lumpur)
Wednesday, 7th
January 2015
Time Agenda
2.00 p.m Departure from Taylor’s Lakeside Campus
4.30 p.m Arrived in KL Sentral
4.50 p.m Arrived in Wei-Ling's Art Gallery
5.10 p.m Met Shaza Sofi (Associate of Wei-Ling Gallery)
5.20 p.m Interview began
6.30 p.m End of interview
6.35 p.m A tour of the gallery
7.00 p.m Departure from Wei-Ling's Art Gallery
8.25 p.m Arrival at Taylor’s Lakeside Campus

GM CHOO ART GALLERY (Jalan Tokong, Malacca)
Saturday, 3rd
of January 2015
Time Agenda
8.00 a.m Departure from Taylor Lakeside Campus
10.30 a.m Arrived in Melaka Bandaraya
11.00 a.m Arrived in G M CHOO's Art Gallery
11.30 a.m Met G M CHOO himself, artist and founder of the gallery
11.35 a.m Interview began
12.30 p.m End of interview
1.00 p.m A tour of the gallery
1.30 p.m Batik painting (guided by GM CHOO)
2.30 p.m Depart from GM CHOO's Art Gallery
3.00 p.m Survey for other art galleries around GM CHOO
4.00 p.m Departure from Melaka Bandaraya
6.30 p.m Arrival at Taylor’s Lakeside Campus

APPENDIX .7- TRANSCRIPT
WEI-LING GALLERY
Max: So, when was the business founded?
Sofi: The Gallery was started in 2002. It used to be Townhouse Gallery before it became
Wei Ling Gallery.
Max: Is Wei Ling the founder of the gallery? Is she the only founder?
Sofi: Yes, She's the only founder and the director of the gallery.
Max: So, what kind of art does Wei-Ling Gallery focus selling?
Sofi: Our main focus is contemporary art. Although we also host exhibitions, local
contemporary is our main focus.
Max: So how many branches do you guys have?
Sofi: We have 3. We have this one, in Brickfields. Wei Ling Contemporary at The
Gardens Mall, which we just relocated to a larger space, and one in Penang at E&O
Hotel.
Max: So do you guys have any competitors?
Sofia: I don't quite think we look it that way. If you are in this industry, it is because you
wanted to see the growth of local art. Hence it is more like a community rather than a
competitive industry.
Max: So, I see that the gallery is housed in a pre-war building.
Sofi: Yes, it's a pretty old building. It used to be by Wei Ling's father. He is an architect,
Professor Jimmy Lim.
Max: So generally, do you find it hard to manage this gallery?
Sofia: It's not difficult. I wouldn't say it's difficult. Obviously it's difficult in the
beginning but we enjoy it.
Max: Currently, are the people at Wei-Ling looking to expand the business physically?
Sofi: I’m not so sure about that one.
Max: What is your position in this gallery?
Sofia: I'm just an associate of the gallery.
Canisius: What is the main product that the gallery sells?
Sofia: Well, we don't call it as product, it's actually art. So yeah, we sell photography,
sculpture, we have installation. There isn't a particular type of art.
Canisius: How often you guys produce this product, sorry, art?

Sofia: It’s not how often we produce. It's all by different artists. Some artists produce
only produce two artworks a year. Some only produce one for years. It's not us at Wei-
Ling who produce. It's our artists who produced the artworks and we source for them.
There isn't a timeline for it.
Max: Do they usually come to the people at Wei-ling or does the gallery approach them?
Sofia: It work both ways.
Max: Oh okay, I think that's all. Thank You.

这个业务几时开始？
When did you start the business?
大概二十五年前我在这里开一间店，在这里经商到现在。
About twenty five years ago, I’ve opened this shop until today.
那么，您是这家店的创办人吗？
So, you are the founder of this shop, I presume?
是的。
Yes.
开店的时候当时您几岁？
How old were you when you opened this shop?
那时候我大概是六十九岁左右。
Around 69 years old.
为什么您会想要开一间画廊?
Why do you wish to open an art gallery?
我在工作室做画了整十年，把我的绘画批发给画廊。
I’ve worked in studios for a decade, I even had my art sent to other galleries for sale.
原来您之前有经验，那么过后为什么您决定想来这里开画廊？
So you had past experience as an artist, why did you chose to open a gallery here?
过后我发现这里（马六甲）有很多游客，在这里开店可以做门市，也可以做生产和
批发。
I find that here in Melaka, many tourists come here for a holiday. By opening a shop
here, I can both sell my art, and produce artworks for distribution to other galleries.

这样，您的店的主要产品是什么呢？
So, what is your shops main products?
我的店主要是卖 batik（蜡染）画最多，在马来西亚画 batik 多数是马来人，华人
batik 画家数一数二。我也有画油画，也有买些特别的画拿来卖。
My shop mainly sells batik art, which is mostly done by local malays in Malaysia, and I
am one of the few Chinese batik artists. Other than that, I sell oil paintings, some of
which I bought from other artists to resell.
您的客户多数是什么人呢？
What are your main clients?
有外国人，本地人都有。本地马来人和华人都爱来买画。
It’s a mixed bag. We have foreigners and locals who equally like my art. Local malays
and Chinese love my batik art.
您的店一年大概能赚到多少钱呢?
What is the annual profit of your shop?
一年大概也只赚到几千令吉。
I earn around a few thousand in a year.
您有没有分行呢？
Do you have other branches?
没有，但是我有把画寄卖到吉隆玻，新加坡的画廊里做门市。
No, but I do sell my art to galleries at Kuala Lumpur, Singapore and other places.
可以大概说一说这家店的历史吗？
Could you tell us a little bit of your shop’s history?
这间店一开始生意很好，因为那时候世界经济还不错，但是七年前马来西亚的经济
风景大爆跌，生意就受影响。现在生意还在慢慢地跌，应为政府的行政处理不好。
At first the shop was great business, as the local economy was great, but ever since the
economic crisis in Malaysia occurred seven years ago, my business has been getting

worse as time goes on. Today, due to poor management of the government, the business
has been slowly decaying.
那么您有没有竞争对手吗？
Well, do you have any competitors?
每一个人都有自己的画法，所以竞争也没什么。
Every artist has their own style, so competition is minimal.
可以说出几间店吗？
Could you list out a few competitors?
在这里有二到三十几间画廊，你可以看地图有几间比较有名的。
In Melaka you can find twenty to thirty galleries, a dozen famous ones you can find on
the world map.
你觉得他们的店会不会与你发生竞争呢？
Do you think their shops will be competing with your business?
对我来说，我拿第二，没拿第一。我的店产品也多样化，所以比较吸引多游客。
To me， I always strive for second, never aiming for the best. My products are varied, so
my shop will attract more customers.
一开始开店要用到多少钱呢？
How much money did you need to start this business?
开始的时候大概用到至少三万令吉，租金和装修用到两万了。
Around 3 million ringgit, with two thirds of it used for rent and renovations.
你刚刚开始经商的时候有什么要注意呢？
What do you need to take caution of when you started this business?
当然，我们做生意就要有一点预感。在马六甲做 batik 画的店只有我们做，所以没
有竞争。我们也有买卖油画，不过我们身为画家，会看出好画，不好的画可以改。
然后要多看看其他人的画，多观察，可以学到大众的需求，吸收别人的优点。

Starting a business like this requires a bit of foresight. In Melaka, my shop is the only
batik art gallery, so competition is minimal. As an artist, we must know what good art is,
and change artworks that are not good enough. We also have to look at other’s art,
observe more on the public’s demands and abosorb people’s good points.
一张画可以卖多少钱呢？
How much does an artwork cost?
价钱从大概几百块，可以到五千一万块。
The price can range from a few hundred to five hundred million.
您大概一年可以画出几幅画？
How many pieces of art could you produce in a year?
作一幅画比较有自由，想画就画，有时候想挑战自己就能花到几个月画一幅画，有
时候一幅画几个星期就完成了。
As an artist, creating artwork has more freedom in time. Sometimes I wish to challenge
myself, I could take months to create a masterpiece. Sometimes I can make simple
artworks in a few weeks’ time.
那么您整样决定画的价钱呢？
How do you set the price of a piece of artwork?
我是看做画是用到多少时间，材料和创作复杂度来决定价钱。
I would see each individual artwork by the time taken, the materials used, and the
complexity of the artwork.
这样您的画，如果别人卖得贵，您也卖贵呢？
If others sell their artworks at a high price, would you do the same?
不会的，我有我的价钱。
No, as I have my own price for my artwork.

REFERENCES
[1] Arts.com.my. (2014). History of Malaysian Art. Retrieved 10 January 2015, from
<http://www.arts.com.my/history-of-malaysian-art/>
[2] Khuan, D. T. C. (1994). Pioneers of Malaysian Art. The Art Gallery, Penang.
[3] (2015). Retrieved 10 January 2015, from
<http://www.artgallery.gov.my/balaiseni/html/index_in.php?lang_id=1>
[4] The Space. (n.d.). Retrieved January 11, 2015, from <http://www.weiling-
gallery.com/space.php>
[5] Contact Wei-Ling Gallery. (n.d.). Retrieved January 11, 2015, from
<http://www.weiling-gallery.com/contact.php>
[6] Keyte, M. (n.d.). Kuala Lumpur’s 10 Must-Visit Contemporary Art Museums.
Retrieved January 11, 2015, from <http://theculturetrip.com/asia/malaysia/articles/kuala-
lumpur-s-10-must-visit-contemporary-art-galleries-/>
[7] Our Work. (n.d.). Retrived January 9, 2015, from
<http://choweiarchitects.com/ourwork_comm_wl.html>
[8] Wei-Ling Gallery [Brochure]. (n.d.) Brickfields, Kuala Lumpur: Wei-Ling Gallery
[9] Sofi, S. Gallery Associate, January 5, 2015.
[10] GM Choo, GM Choo Art Gallery Owner, January 3, 2015.
[11] GM Choo Art Gallery [Brochure]. (n.d.) Jalan Tokong, Melaka: GM Choo Art
Gallery
[12] Cecilia Tan, James & Danny. (2010). GM Choo- The Optimistic Kung Fu Artist.
myBatik December issue. Retrieved 10 January 2015 from http://mybatik.org.my/
[13] (2010). GM CHOO ART GALLERY. Malaccabatik.blogspot.com. Retrieved 10
January 2015, from <http://malaccabatik.blogspot.com/>

[14] (n.d.). G M Choo. ArtMalaysia Retrieved 10 January 2015, from
<http://www.artmalaysiagroup.com/artist/detail/545/g-m-choo>
[15] (2015) The Li Chi Mao Art House. Retrieved 11 January 2015, from
<http://lichimaoarthouse.com/index.html>
[16] The Orang Utan House [Brochure]. (n.d.) Lorong Hang Jebat, Melaka: The Orang
Utan House
[17] Thomas Fuller (1999, August 14-15). Charles Cham’s Art Challenges Malaysia.
International Herald Tribune.
[18] Tham Siew Inn Artist Gallery [Brochure]. (n.d.) Jalan Tun Tan Cheng Lock,
Melaka: Tham Siew Inn Artist Gallery

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