The Freller Gallery: A Business Concept for a Vienna based Art Gallery.

Abstract

This business plan explores Vienna\u27s potential as a future global art capital and presents a comprehensive business plan for the establishment of Galerie Freller, a concept for a contemporary art gallery tailored to the city\u27s unique cultural and economic landscape. Through a combination of primary research, including interviews with art industry professionals and surveys of potential clients, and secondary data analysis, the study examines the strengths, challenges and opportunities of Vienna\u27s art market. The findings highlight Vienna\u27s rich art history, its strategic location as a gateway to Eastern Europe and its burgeoning contemporary art scene as key factors for its potential growth. The proposed Freller Gallery takes a hybrid approach that combines local engagement with international collaborations and emphasizes inclusivity, innovation, and adaptability to market trends. The business model includes strategies for pop-up exhibitions, representation of diverse artists and the use of digital platforms for accessibility and revenue generation. By considering the unique demands of the Viennese art market and aligning with global industry trends, this thesis not only outlines a viable plan for Galerie Freller, but also provides valuable insight into the dynamics of building a sustainable art business in a competitive environment