Entering the White Box: How to Introduce Yourself to a Gallery and Get Access to the Best Artworks and Events

New clients often confide in me that they aren’t comfortable walking into a contemporary art gallery because they don’t feel welcome.  Or they are nervous about not knowing what to do or say.  What is it about these pristine, white-walled rooms that can be so off-putting?  Is it the quiet?  The artworks that don’t explain themselves?  Not knowing who runs the place? 

Here are some tips for how to cut through the intimidation factor and make the most of your gallery visit:

New clients often confide in me that they aren’t comfortable walking into a contemporary art gallery because they don’t feel welcome.  Or they are nervous about not knowing what to do or say.  What is it about these pristine, white-walled rooms that can be so off-putting?  Is it the quiet?  The artworks that don’t explain themselves?  Not knowing who runs the place? 

Here are some tips for how to cut through the intimidation factor and make the most of your gallery visit:

Be Honest About Why You Are There:  Walk in and immediately introduce yourself to the person on staff.  It may be the owner or an assistant.  Tell the staffer that you’re new to the gallery and to art collecting.  You’re interested in learning more about contemporary art and about the gallery’s artists.  The staffer should be happy to speak with you.  A gallery loves to cultivate new collectors and show off its wares.  Remember, you’re a potential future client!

Bring A Few Artist Names With You:  Before your visit, check out the gallery’s web site and jot down the names of a few artists whose work you like.  If there are specific artworks on the web site that interest you, then feel free to write down the titles.  Your notes will be a great starting point for your conversation.  The staffer should offer to show you artworks from the on-site inventory by the artists you mention.  If he or she doesn’t offer, then don’t hesitate to ask if you can see them.  The worst thing that can happen is that the staffer will ask you to make an appointment and come back because, for example, the gallery is short staffed that day.   

Go With The Flow In The Backroom: 

What Is The Backroom?  When you walk through a gallery exhibit, you’re seeing just a fraction of the artwork that the gallery has for sale.  A gallery typically stores most of its artwork inventory in a “backroom.”   This inventory includes artworks by the artists who aren’t being shown as a part of the gallery’s current show.  Think of the backroom as a treasure trove.  You’re not sure what’s in it, but you’re hopeful you’ll discover something you love that you can take home with you.

How Does the Backroom Work?  Start with your list of artists and see where it goes. As the staffer shows you things, tell him or her what you like and why and, just as importantly, what you don’t like and why.  That will help the gallery to know what to show you.  Let your reactions to what you’re seeing guide the way.  (Another very important guideline will be your budget.  The staffer may or may not ask you how much you’re willing to spend, but it’s a question that you should know the answer to before your visit, if only for your own planning.  If it comes up, then you could say something like: “I’m aiming to stay between $2,500 and $5,000 for my first purchase.”  You don’t have to give a specific dollar amount or stick to it.)  You may be surprised at what you’re drawn to when you’re able to see and handle artworks in person, with the assistance of a professional who can educate you about what it is you’re looking it.  Other than practical time restraints, there’s no limit on how many artworks you can ask to see or how many questions you can ask. If the staffer runs out of time, then he or she will let you know, and you can schedule another time to come back.  There shouldn’t be any pressure to buy.  A good gallery does not rely on heavy sales tactics for its success. 

Ask Questions:  No art collectors, even the most experienced, know everything about everything.  The smartest ones ask a lot of questions and are willing to learn from whoever can teach them.  It’s important to participate in the dialogue and be honest about what you know and don’t know.  There’s nothing worse than staying silent or pretending that you know more than you do.  Also, think about it – a gallery works hard to select its artists and put on shows.  It will appreciate your questions and welcome the opportunity to talk about its choices with you. 

Get On The Mailing List:  Before you leave, ask to be on the gallery’s mailing and/or email list.  If there are particular artists you’re interested in, then request that the gallery inform you in advance of upcoming shows or new works when they become available.   Soon enough, you’ll be receiving invitations to “previews” or “meet the artist” events.  Make an effort to attend an opening or other event within a few weeks of your first visit, if there is one.  This will indicate to the gallery that you have a genuine interest.  You’ll be considered a friend of the gallery and a stranger no more. 

Allison offers private gallery tours for individuals and groups.  Contact her at Sightline for information:  allison@sightline.biz

*More photos by Andy Freeberg HERE. More information about his new book of images called "Guardians" HERE.