Opening of the pop-up gallery Shaping Clouds © Katerina Valdivia Bruch
Pop-Up Galleries: A New Mode of Self-Promotion
An article by Katerina Valdivia Bruch for Goethe.de
spaces are springing up like mushrooms after the rain. Both small and
large-scale entrepreneurs are making use of this opportunity to promote
their products in a targeted manner for a short period. Nomadic,
dynamic and temporary, pop-up spaces are in vogue.
For a long time, Berlin was a real-estate paradise with cheap rents.
Many artists, gallery owners, curators and other cultural producers
moved to the German capital to take advantage of the city’s large and
inexpensive spaces. But these times have past, gentrification has
arrived in Berlin as well: Urban districts are upgraded by conversion
and renovations, rents are rising and more prosperous population
displaces the original inhabitants. It is within this context that so
called pop-up spaces, which are used for a certain length of time and
for a variety of events, such as exotic food tastings or cooking
courses, are currently arising. There are pop-up stores of young
designers or fashion labels with one-of-a-kind articles, but also
pop-up art galleries. Pop-up is thus primarily a new business model.
Above all, it offers small businesses an opportunity to reach the
public with their products and promote them. >>
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