With a New Online Salesroom, This New York Gallery Is Reinventing Itself By Offering Flash Sales for the Art Market
Art Business

With a New Online Salesroom, This New York Gallery Is Reinventing Itself By Offering Flash Sales for the Art Market

Rita Ackermann, Mama 6 (2019). © Rita Ackermann, Courtesy the artist, The Journal Gallery, and Hauser & Wirth (Photo: Thomas Barratt) The Journal Gallery, now in its 15th year of business, is turning a new page. The gallery is relaunching with a new space—joining the growing ranks of galleries relocating to Tribeca—and a new sales format. The concept is sort of like Gilt, the luxury flash sale website, but for art. The Journal Gallery will showcase one-week-long solo exhibitions in its physical space and in a new online portal; users will be able to buy art either in person or with a click of a button. The initiative comes amid a push to promote price transparency in the growing world of online art sales. But so far, mega-galleries like Gagosian and David Zwirner have been leading the charge through online viewing rooms with high-priced work. Now, the Journal Gallery, which focuses on mid-career and emerging artists at a lower price point, is expanding its approach. The Journal Gallery’s initiative, titled “Tennis Elbow,” first debuted in 2017 in a viewing room at the gallery’s former Williamsburg space and on Instagram. Now, it is expanding to encompass the gallery’s entire program […]

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