How to Open an Art Gallery: Curating Success is a comprehensive guide for anyone who wants to build a professional, sustainable art gallery in South Africa.
Written by entrepreneur and organisational development practitioner Douw Steyn, this book combines real-world business insight with an understanding of the creative economy. It walks you through every stage of opening and running an art gallery — from defining your curatorial vision and choosing the right business model, to managing artists, hosting exhibitions, pricing artwork, marketing your gallery, and scaling for long-term growth.
Whether you plan to open a physical gallery, a hybrid space, or an online-only gallery, this guide provides clear explanations, practical frameworks, and South African–specific context to help you avoid costly mistakes and build with confidence.
You’ll learn how to:
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Understand the South African art gallery landscape
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Choose the right gallery model (commercial, pop-up, co-op, online, or hybrid)
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Curate exhibitions with purpose and professionalism
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Work ethically and effectively with artists
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Handle legal, tax, and compliance requirements
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Market and sell art in physical and digital spaces
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Build long-term relationships with collectors, corporates, and designers
This book is ideal for:
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First-time gallery owners
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Artists transitioning into curating or gallery management
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Creative entrepreneurs and investors
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Anyone serious about building a respected art business
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