What can your gallery do to make your openings memorable events that stand out?

Gallery openings are often the same—evening affairs of small talk, sometimes accompanied by wine and cheese. In today’s social media-driven climate, however, effective marketing often means crafting unique experiences—not copying the same formula. Openings present a perfect opportunity to nurture new and existing relationships with collectors, press, artists, curators, and more.

From newsworthy press releases to performative programming, here are a few examples to inspire your next opening and make small changes that have a large impact. 

Before the Opening

Press Release: Kara Walker’s SIKKEMA JENKINS AND CO. IS COMPELLED TO PRESENT THE MOST ASTOUNDING AND IMPORTANT PAINTING SHOW OF THE FALL ART SHOW VIEWING SEASON!

Kara Walker’s show at Sikkema Jenkins & Co. in the fall of 2017 drew headlines not just for the work inside, but for its provocative, one-of-a-kind press release. Written immediately following the violent white nationalist rally in Virginia, the gallery’s fiery press release was a theatrical manifesto that confronted issues of race and politics and questioned Walker’s larger responsibility as an artist. A work of art in and of itself (Sikkema Jenkins even offered a poster of it for sale), the press release served as an engaging preview of the work inside and drew long lines from spectators as well as serious traction in the media with articles in a variety of publications from Artnet to Vulture to Vogue.

Private viewing: Afrikan Boy at Jack Bell Gallery

In 2012 at Jack Bell Gallery in London, Kura Shomali, a Kinshasan artist, was exhibiting new works that involved appropriating images by famous African photographers. During the private viewing, the gallery hosted a live performance by the band A.J. Holmes & the Hackney Empire with Afrikan Boy, a London rapper from Nigeria. Incorporating a musical performance into the opening created an immersive experience that reflected the heritage of Shomali’s works.

The biggest takeaway from this event? Think of creative ways to supplement the art that is being shown at the gallery—like music, dance, or poetry. These sensory experiences can deepen guests’ connection to the work and affinity for the gallery.

During the Opening 

Bjarne Melgaard’s “The Casual Pleasure of Disappointment” (collaboration with Bjørg)

On opening night of Bjarne Melgaard’s “The Casual Pleasure of Disappointment” at Gavin Brown's enterprise, Melgaard arranged for miniature pigs to model the jewelry he had designed in collaboration with Bjørg for six new collections of his streetwear line. “I’ve always been working with mini pigs in my paintings and drawings, so I wanted them to materialize for once,” Melgaard shared with Artsy Editorial. While the pigs were in many ways a physical manifestation of the symbolic themes present in Melgaard’s work, they also drew a diverse crowd that posted videos and pictures to social media, tagging both the gallery and the artist. Present for opening night only, the pigs transformed the opening into an immersive experience that amplified the meaning of the art as well as the memorable nature of the event.

While miniature pigs may only be appropriate in the context of this particular work, the theatrical element of the display shows that you can further engage patrons by animating senses other than the visual.

Performances: Lévy Gorvy

Dominique Lévy and Brett Gorvy, owners of the Upper East Side gallery Lévy Gorvy, have a taste for poetry and music. Walk into one of the gallery’s openings and you’re likely to find an accompanying performance such as a poetry reading or live music that pairs with the art on display. Creating a multi-sensory, artistic atmosphere in their space, Lévy and Gorvy use their own interests to shape and share their gallery’s personality with the public—Brett Gorvy even captions his Instagram posts of art with poems and literature quotes he likes, drawing high engagement.

By doing this, Lévy Gorvy positions itself as a unique player within the modern, post-war, and contemporary art market—each opening is about more than just the art. Whether you invite the artist to perform a live demonstration of his work or feature live music for an hour or two, incorporating performance into your gallery’s program can make your space (and in turn, your art) more accessible to a broader audience.

After the Opening 

Closing Party: Victori + Mo for Joe Nanashe’s “American Vanitas”
Another way to draw a crowd to your gallery is to host a casual closing party for collectors and guests that not only functions as a celebration of the artist but leaves a lasting impression on those who attend. Bushwick emerging art gallery Victori + Mo often puts on simple but fun events to celebrate the artist and the exhibition. In 2016, the gallery closed out Joe Nanashe’s “American Vanitas” with a party that served grilled cheese sandwiches and Budweiser. The pairing was spot on—the art on display, photographs of Wonder Bread, American cheese, and a fridge of Budweiser cans, came to life, prompting collectors to both celebrate the art and literally consume it.

Creative and true to the artist’s message, closing parties like this are a great opportunity to follow up with key collectors, in particular, before a show closes. Not only does it remind existing collectors about your gallery space and the artists you represent long after they’ve attended the opening, but it also presents a genuine chance to engage new collectors who may not have been aware of the show when it opened. Putting on a creative, fun, and memorable event that’s connected to the art will bolster your gallery programming, leaving collectors curious about what they can look forward to next.

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Curating an opening that draws a crowd and speaks to your gallery’s unique personality doesn’t have to be a highly produced and costly endeavor for it to be effective. Do something as simple as pairing the art with a playlist that the artist listens to in her studio while she works or serving the artist’s favorite beer or wine as a beverage. This will enrich the audience’s experience of the work, further solidifying their connection with the artist and the gallery—and increasing the likelihood they’ll come back to visit (or make a purchase) in the future.

Click here find out how to make your gallery openings more discoverable through Artsy.