The Future of Art Galleries: Rethinking Models for a Changing Market

[PRE-RELEASED VERSION]

 

Marek Prokůpek, Robbie Fitzpatrick

Marek Prokůpek is an Associate Professor of Arts Management at KEDGE Business School in France, where he is also a member of the KEDGE Arts School and the Creative Industries & Culture Research Centre. His research focuses on innovative business models in arts and cultural organizations, museum fundraising and philanthropy – including its ethical challenges – and the art market.
Robbie Fitzpatrick is a contemporary art gallerist, curator, and event producer known for his innovative approach to exhibition making. He co-founded Freedman Fitzpatrick in Los Angeles in 2013, and rebranded in Paris as Fitzpatrick Gallery in 2021. He has pioneered alternative art fair initiatives such as Basel Social Club, Salon d’été, and Paramount Ranch – redefining traditional art fair models.

ABSTRACT
This article examines the structural challenges facing mid-tier art galleries and explores innovative business models emerging in response to a shifting market. Rising operational costs, economic instability, and disengaged collectors have strained the traditional fixed-space model, widening inequality between mega-galleries and smaller players. Through a case study of Paris-based gallerist Robbie Fitzpatrick, who transitioned from a permanent gallery to a nomadic model, the article investigates how alternative strategies can enhance sustainability, flexibility, and audience engagement. Drawing on qualitative interviews with Fitzpatrick and supported by art market data, the study situates his experience within broader trends, including declining young collector participation, increased market monopolization, and collector fatigue. By applying frameworks of business model innovation, dynamic capabilities, and open models, the article highlights nomadic galleries as a form of strategic reconfiguration.
KEYWORDS
Art market; Business models; Private art galleries; Art entrepreneurship; Creative business practices