Nadezhda Stepanova and Elvira Tarnogradskaya - owners of the Moscow gallery contemporary art Triangle, opened in 2014. Over the course of a year and a half, the owners of Triangle found an approach to Moscow and Swiss collectors, established close connection with the Austrian art public and learned how to make money from the works of young authors.
Stepanova is the mastermind of the project and an experienced gallerist, lives in Italy and visits Moscow. Tarnogradskaya is a lawyer and antiques specialist from a hereditary “antique” family, and constantly works in the gallery. “Sometimes a collector sees some work remotely - he found a picture on the gallery’s website, sends a request, transfers money. But such cases are rare. In order for the gallery to work and earn money, you need to be present in it,” she explains.
Before launching their own business, in 2014, gallery owners decided that it was more interesting and profitable to engage in contemporary art. The works of recognized masters have already been sorted into museums and expensive private collections; discoveries happen extremely rarely. “But contemporary art is exactly the market where you can find the best and offer it to the client,” Tarnogradskaya explains her desire for young talents.
The Triangle currently features nine artists. Exactly the amount that a young gallery should have, the founders believe. The gallery's source of income is sales of works. From the sold painting, the artist and the gallery each receive 50%. The gallery buys some works and keeps them - those that have the prospect of becoming more expensive over time.
The pricing laws in this market are quite clear. For example, work young artist, executed in oil on canvas measuring 40 by 60 cm, in the USA or Europe cannot cost less than €1500; in our country, a beginning artist can be priced cheaper, but not much. “This amount includes payment for both labor and materials, and also provides the artist with the opportunity to live off art, and not become a waiter or teacher,” explains Stepanova. The price range for the works presented in the “Triangle” is wide - from €100 for small-format drawings to €20,000-30,000 for larger-scale and labor-intensive works.
An exclusive agreement between a gallery and a young artist is rare. Most often, the gallery takes works for sale, and the proceeds are divided 50/50. Celebrities working with large galleries receive a more significant share of the remuneration. If the gallery buys several works directly from the artist’s studio “in bulk”, then its percentage increases to 70-80% of the cost of the works.
Searching for talent involves visiting a large number of exhibitions of various sizes, and not only in Russia. The Triangle gallery, for example, is interested in artists from the post-Soviet space. Some artists worked with Elvira Tarnogradskaya even before the founding of the gallery as an art dealer. Nadezhda is responsible for cultural exchange. He communicates with European and American galleries, brings works of interesting young artists to Moscow and organizes exhibitions of “his” abroad.
“There is no shortage of new names, rather an excess,” admit the gallery owners. Their company, for example, constantly receives letters and offers from beginning painters. “It’s very difficult to get to us, our decision is based solely on the quality of the work, the talent of the artist and the stage of his career - he must be really young, under 35 years old, and really starting out,” explains Stepanova.
When selecting artists for their gallery, Stepanova and Tarnogradskaya are guided by their own artistic taste and commercial sense. No one selects works specifically “for a collector” or a specific buyer,” explains Nadezhda. If the artist is of interest to the gallery owners themselves, it means that he will also be of interest to buyers.
Young authors do not mean completely unknown. Triangle has artists who are already loved by viewers. For them, a beginner gallery is a more interesting platform than an established one. For example, artists Valery Chtak and Kirill Kto left venerable Moscow galleries due to lack of attention. “We met Valera Chtak when he was walking from the Regina gallery, from which he had just parted,” says Stepanova. There, over several years of collaboration, the artist had his only exhibition. “Triangle” managed to exhibit Chtak’s works three times in a year and a half and showed his works at four fairs, including European ones. The gallery is now preparing the artist’s next exhibition, which will be held in the spring.
Kirill Who came to Triangle from XL Gallery, another oldest Moscow gallery. "Behind last years he had only one exhibition of graphics and ready made there. Kirill came to our gallery, and we communicated well. I offered to exhibit his canvases here, and he happily agreed,” says Nadezhda. The artist parted with XL peacefully; gallery owner Elena Selina was not averse to parting with the author, whom she had never gotten around to.
After Triangle first presented Who's canvases, interest in his work grew significantly. After the exhibition, one work was purchased by Vladimir Ovcharenko, founder of the Regina gallery and the Vladey contemporary art auction. He included it in the landmark exhibition of his collection “Borscht and Champagne,” which took place this summer at the Museum of Modern Art on Gogolevsky Boulevard; in addition, he began actively selling his graphics on Vladey. Nadezhda says that at the end of October small drawing Kirill Who A4 format at a starting price of €100 went for €1400. The artist decided that he could collaborate with Ovcharenko in graphics, but exclusive on paintings on canvases he gave to “Triangle”. Recently Stepanova sold two small canvases by Kirill Kto to a collector from Milan. He saw his work at the annual art fair in Vienna, Vienna Contemporary.
International ambitions and participation in fairs, including outside Russia, are necessary for both the gallery and its artists in order to gain fame and weight in the market. Only galleries that have their own are allowed to participate international program. Part of such a program for Triangle will be an exhibition of young American artist with Russian roots by Stefan Tcherepnin, who is exhibited in the famous New York gallery The Real Fine Art. Tcherepnin's great-grandfather wrote music for Diaghilev's ballets, and his family goes back to famous surname Benoit. Nadezhda and Elvira are confident that the artist’s works and his story will be of interest to the Moscow public.
In Vienna, Triangle successfully presented the young Russian artist. There have been several requests from collectors to purchase his works. Tarnogradskaya: “Alexey Mandych fits perfectly into the Austrian theme - his “Black Square” was made with the artist’s own blood. We remember that the famous Austrian artist Hermann Nitsch also used blood. The result was a cultural allusion both to the Russian avant-garde and to Viennese actionism.”
Now “Triangle” exports and shows abroad 20-25 works a year. In a year and a half, gallery owners have already “mastered” two Vienna fairs and one Moscow Cosmoscow. Triangle also applies for participation in the BRAFA fairs in Brussels, Art Basel in Basel and Art Cologne in Cologne. But he has not yet received an invitation, which, however, is not surprising. The largest international fairs are available only to renowned galleries with a strong reputation. These currently include two domestic galleries - the Moscow-London “Regina” and Moscow XL.
Stepanova and Tarnogradskaya strive to ensure that, over time, “Triangle” ascends to the international artistic Olympus. The main thing is to work hard and not make mistakes. “Our strategy is based on the presentation of young artists working in the field of contemporary art, so we cannot exhibit the more popular “interior” painting or organize exhibitions famous artists with the established market, although this may seem like an easier technique from a commercial point of view, explains Stepanova. - To enter the international arena, it is not enough to think about what sells easier.
Gaining a stable reputation, bringing their artists to the international market, and then selling their works for tens or even hundreds of thousands of euros is the task of Stepanova and Tarnogradskaya for the coming years.
Those who are full of enthusiasm are attracted by the idea of their own business, especially since there are plenty of ideas. Those who have decided to change the direction of their life think, first of all, about the “classic” change of direction: opening their own store, receiving a stable income. In any case, there is an advantage, but the disadvantage is a serious obstacle to establishing a business: the highest competition and saturation of the niche.
Another way to take your business to a new level is to invest money in unusual, new projects that can become the basis of your business. This idea is a gallery. This area of activity is a new industry, both for Russia and the CIS countries. But, despite its apparent simplicity, it requires attention, like any idea in the field of creativity.
Project basis
The idea can be easily brought to life in locality, whose population exceeds three hundred and fifty thousand people. It’s great if the city doesn’t have a second specialized premises like yours - then only you can hold unique exhibitions and presentations.
Such cooperation is very beneficial. On the one hand, it is assistance to artists in realizing their creativity, and on the other, income for both sides.
Man in modern world began to pay more attention to the field of art, began to show interest in new works of painting, installations, art compositions - all this captures human attention, trying to break out into something more than just a method of self-expression. Through art works, a person tries to show his uniqueness - and this means that visiting a gallery for him is not just a pleasant pastime, but a search for his own object, which will be practical and beautiful.
That is, the assumption that an entrepreneur must have a keen sense of quality art concepts is logical and correct. And if you take into account that you will have to work with creative people and organize their exhibitions, you won’t be bored. In addition, you can take into account the idea of opening private exhibitions. Useful information about running a business from scratch.
But initially, before forming your activities, it is necessary to organize the direction of the cultural idea.
Questions that concern the law
On this moment The legislation of the Russian Federation does not stipulate specialized laws and services that would monitor the activities of galleries.
Therefore, the list of documentation that needs to be collected is small:
— registering your business through one of legal forms: either “Individual Entrepreneur” or “LLC”, choosing at the same time one taxation option;
- registration of your entrepreneurial activity in the tax service and pension fund.
Building selection
You need to find a special hall immediately after you have registered your business. The exhibition space is a space that will serve as a characteristic of the exhibition itself, as if complementing it. Very important criterion when searching for a room, its location will be shown. It is advisable if this is a central area. Please pay attention Special attention climate and lighting of the room itself.
Hall with an area of two hundred square meters, must be divided into zones:
– exhibition area – 50 – 85 square meters;
— area for storing exhibits – 30–55 square meters;
- area reserved for gallery inventory - 45 - 55 square meters;
— office space– 20 – 30 square meters.
Since rent is an expensive pleasure, a novice businessman must think through options for saving. Business ideas without investment are presented to your attention on this site. Such options may include cooperation, when opening a gallery, with authorities or, for example, the implementation of a gallery in a finished premises.
Staff
In order for your business to function smoothly, in addition to technical-level personnel, your gallery will need at least five to seven specialists of certain qualifications:
- gallery administrator - the main member of the enterprise. It is he who creates the prestige and face of the gallery. He decides on the style of the exhibition, its genre and direction. He also advises which artists to collaborate with and which events it is better to avoid;
- a software specialist - he will be responsible for creating the gallery website;
- assistants - they will advise visitors, providing them with information about existing works. The purchase of a particular product will depend on them;
- press service employee - will create contact between the gallery and the public;
- project curator - will have the opportunity to create exhibition formats. He analyzes popular art movements and “builds bridges” of connections with representatives of art who have a more suitable concept;
- organizer - he creates a holistic vision of the exhibition, deciding how best to place art objects in one room.
Attachments
The list of expenses includes:
— rent – fifty to seventy thousand rubles monthly;
- renovation of the hall with design solutions - about two million rubles (however, if there is a ready-made room, such costs are almost completely eliminated);
- wages to employees - from ten to fifteen thousand rubles for each;
— marketing – forty to eighty thousand rubles monthly.
As a result: 1,400,000 rubles.
Income
The average cost for a single piece of art is from five thousand to one hundred and twenty thousand rubles. But this is not the limit that can be earned from one work - works by popular masters cost much more than one hundred thousand rubles. Each master will receive a profit of up to 40% of the proceeds.
On average, income from the gallery and the sale of paintings will be from four hundred to seven hundred thousand rubles, taking into account the organization of one exhibition per month.
It is fashionable to be interested in art now. More and more connoisseurs are appearing among young people various directions creativity. Art is changing, new types and directions are emerging, but this is an area that will always be in demand.
Many creative people Those who are interested in art and want to connect their business with “beautiful” are thinking about how to open an art gallery. As with any type of business, before opening a gallery you should consider important points organization of activities.
Selecting a room
For an art gallery you need a fairly large room - at least 200 square meters. If you have the opportunity to occupy a larger room, it will only be better. After all, in this area you need to place an exhibition hall (the largest part of the room will be used for it), a warehouse for storing works that have not yet been presented, an office and utility rooms.
Pay attention to how specifications premises, as well as aesthetic ones. If you find a room without an acceptable renovation, be sure to do it, since the art gallery should look perfect from an artistic and aesthetic point of view. All conditions must be created in the room in order to organize a lot of lighting.
An important point is the organization of a security system in the gallery. Security and alarm systems must be more than reliable.
Gallery location
Before opening an art gallery, you need to think about where people will be able to visit it. maximum amount of people. Of course, it needs to be placed where there is a constant flow of people - in the city center, or (if there are any) in the cultural areas of the city, where some establishments aimed at creativity and art are already located. Opening a gallery on the outskirts of the city or in residential areas is inappropriate. There will be very few clients, and therefore no profit either.
Recruitment
Basic qualities of employees art gallery– communication skills, activity, interest in artistic arts and the ability to understand it.
An art gallery does not require a large number of employees. Basically, the staff consists of a manager, gallerist, exhibitor, curator, and sometimes also a consultant. The gallery owner's responsibilities include negotiating with artists, creating and maintaining the image of the establishment. The curator organizes and conducts copyright or thematic exhibitions, although sometimes the gallerist and curator are united in the person of one employee.
An art education is a prerequisite. Because no matter how much a person loves art, without the proper art education he will not be able to make the gallery work the way it should be.
The exhibitor is responsible for the correct and most convenient location for each painting inside the gallery.
Initial Investment
You can’t do this without start-up capital. Of course, the amount of investment will vary depending on the specifics and scale of the business. However, if you do not take into account the rental of premises, then an amount of 5-7 thousand dollars may well be enough for the first time of work (equipping the gallery, initial salaries for employees, printing advertising booklets).
Artists' Choice
The factor that determines the success of your gallery is the choice of artists. Distinctive feature of this business is that the opinion about the gallery will be formed not on the basis of the strongest artist, but on the basis of the weakest. First of all, you need to decide on the concept of the gallery and decide which works will be exhibited in it. It could be photography, graphics, installation or anything else. There is no need to concentrate on any one direction, because you can create thematic exhibitions in different genres.
When choosing artists whose work you want to display in your gallery, be guided by your own taste and expert opinion. On various Internet resources about art, they express their opinions regarding this or that artist and leave reviews of their works.
It is also worth paying attention to the events that your chosen artist has attended and the exhibitions in which he has already taken part. Naturally, the more popular and prestigious they are, the higher the demand for this artist will be.
Sources of profit
Selling paintings is not the only way you can make a profit. You can charge a small fee to enter the gallery. If a person is really interested in art, he will not regret the amount, which will not affect his daily budget in any way. And in this way the entire unwanted contingent will be immediately cut off, but this will only benefit you. You can take a small fee from beginning artists who want to have an exhibition in your gallery, and also organize various thematic competitions of works, participation in which also requires a certain monetary contribution.
Instructions
Research the demand in your city for artistic products, particularly paintings. Calculate the approximate cost, based not on their artistic value, but on the possibility of subsequently selling them. In addition, find out which paintings are most often ordered from famous and not so famous city residents.
Register an individual entrepreneur (this is quite enough to open an art salon), receive an extract from the Unified State Register of Individual Entrepreneurs and Roskomstat codes. Register the cash register.
Come up with a name for your salon. If you are going to devote your time and money to local authors, the name should be associated with your city. If you are going to do custom work, come up with a catchy, but not devoid of sophistication, name.
Find a room for your future salon. It must be located in the city center on the first floor of a historical building. As a last resort, rent a room in mall, but also on the ground floor and with an outdoor showcase for displaying works. The main thing is that it has compartments for exhibition hall, office and perhaps for a souvenir that will help you survive during the difficult times of your formation. Design the room accordingly. Obtain all necessary conclusions from the sanitary and fire services.
If you're going to do low-cost work with a wide-format printer, buy or rent one. Don't forget to have a sufficient supply of consumables. However, if the artists’ works are of interest to buyers, you can start accepting orders for original works.
Enter into agreements with private entrepreneurs and handicraft factories for the supply of souvenirs. Usually, the owners of art salons are well acquainted with private traders who do not want to advertise in tax office your activities. Document their work, as well as the work of local artists, taking your legal percentage for the services of an intermediary.
Hire salespeople who not only have a good understanding of painting, but also really know how to sell. Be sure to sign an agreement with security. After all, who knows, maybe you have works by a second Picasso in your gallery.
If you have a passion for art and are good at business, you can start your own art gallery. It requires hard work and dedication, only then will your business start generating good income.
Instructions
Chat with the owners art galleries. It is better if they are located in another city and do not compete with you. They can give you tips on how to get started. They will also tell you what to watch out for and what problems to avoid. Arrange to meet for lunch at your own expense as a thank you for your time.
Get the financing you need. To do this you will need to create detailed business plan. Investors won't even consider your proposal if the document is not prepared properly. If you have a good line of credit at your local bank, you will have a much easier time getting a loan there. You can apply for a special
And if 10-12 years ago, domestic creators of beauty sold their works for $160-200, today the cost of their works is at least 3-5 thousand dollars.
The demand for paintings and photos by “serious” artists is growing for several reasons: firstly, it is not only a way to store money, but also to increase private capital; secondly, investments in art over the past 5-7 years have shown a trend of enviable constant growth in 20-30%; thirdly, slightly less than half of the buyers of domestic masterpieces are foreigners from EU countries, whose tax code provides benefits for persons forming cultural heritage states.
Efficiency of investment in beauty
From the point of view of the commercial attractiveness of investing within the framework of the annual return criterion, the most general indicators indicate an average income of 12%-17% for each investor. But the peak indicators are more inspiring - from 300% profitability per year or more. Impressive, isn't it? Of course, such indicators are achieved solely due to a clear hit on the target, that is, a competent selection of works of art for sale (or resale).
Where to start a gallery business
To open your own gallery it is enough to have start-up capital at $3000. First of all, such a modest figure is justified by the fashion for shocking gallery locations - a bohemian opening will certainly be a successful event if it takes place in a shabby room with “artistic disorder” all around. Of course, a renovated space in the heart of the city is welcome, but in this case, rent alone will cost at least 10-15 thousand dollars.
As for creative suppliers, there are plenty of them on the market - both luminaries in their field and those who, in the wake of the peak fashion for creative implementation, have discovered various kinds of talents. Each gallery chooses its own concept of working with the contents of the collections: some work exclusively with a dozen or so top artists, while others include fifty young artists working in non-standard techniques. In any case, you will have to decide whether to combine paintings by a recognized artist and postcards self made in one gallery would be at least impractical.
Promotion and promotion of an art gallery
The range of mechanisms for advertising and attracting attention to business is wide: thematic inserts, art performances, auctions, etc. It is worth noting that domestic media are always happy to “pick up” the initiatives of galleries by writing materials and filming stories, after the release of which there is always an influx visitors.
Gallery business in detail
Level of competition: low
Initial investment: from $3,000 to $200,000
Payback period: 1-4 years
Average the target audience clients: intelligent people aged 40-50 years, as well as especially wealthy people;
Annual global art market: about $80 billion.
Peculiarities: gallery business
— There is no need to invest money in goods (the artist either rents the space occupied by his works to the gallery, or gives it for sale on agreed shares);
— Unpredictability of sales, lack of clear prerequisites for changes in market conditions;
— Large shadow circulation of works of art in our country;
— The creative optionality of suppliers (artists) is a specific mental feature.
— Possibility of receiving additional income (not from sales of art objects): organizing exhibitions, master classes, etc., which involve purchasing tickets for visiting.
Price policy
With the collapse of the USSR, works of art were labeled as low-market goods, but by the end of the 90s the situation had changed dramatically - prices for paintings and sculptures jumped several times. Today, art salons and galleries practice marking up 50% -100% of the author's price. However, gallery owners always leave some room for bargaining - they are very interested in the “movement” of goods, so they cannot afford to lose a client for uncritical amounts.
Top sales
Oil painting of any style and direction
Fruit applied arts: products made of ceramics, glass, metal, leather, etc.
Watercolor
Photos
Sculpture sales are the worst. main reason The point is that sculpture, unlike the top five best sellers, obliges any interior (at least due to its volume), forcing it to change the room into a piece of art, not vice versa.
The most important
An art business is not built on capital and turnover. The most impressive exhibition area and extensive advertising campaign will not contribute to the development of the business if you do not earn a certain reputation. It is the reputation, both among artists and craftsmen, and among collectors and wealthy people, that provides the gallery owner with a stable increase in income, the best art content and true pleasure received from the work process.
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