“Our ambition is to spot the next rising star who will become as shining as Kaws in trend art (fashion/art crossover).”
As a new generation of galleries in Asia, Gin Huang Gallery does not follow the conventional practice of art galleries but uses the power of social media to promote its features. The gallery develops its marketing strategies with the focus on social media platforms; as a result, it has begun to receive commissions through O2O (Online to Offline) e-commerce. To cross a threshold from tradition towards innovation, Huang pointed out that all we need is simply a smartphone, with which we can have access to connect with fashion/art influencers on Instagram. Gin Huang Gallery has been building its online database regarding international pop culture, determined to stay on the cutting-edge of trend art.
Since 2004, the first year when the gallery owner, Gin Huang, entered the world of the art industry, she had undergone a series of rigorous training in the galleries, including Lin & Keng Gallery, Soka Art Center in Beijing and Philippe Staib Gallery. The training lasted for nearly ten years. Not until 2016 did Gin establish her own platform - Gin Huang Gallery, located in Neihu District, where has the highest density of galleries in Taiwan.
In May 2019, Gin Huang Gallery held the first-ever exhibition of British trend artist George Morton-Clark in Taiwan. Beginning with contacting the artist herself, Gin curated and conducted the entire art show. During the period of his solo exhibition in Taiwan, George and Gin reached a franchise agreement and Gin Huang Gallery has now become his sole agency in Asia.
“Because art is powerful. We would like to bring happiness to audiences, as being happy is also a kind of art. We got new connections, a group of young clients, as a result of great art pieces.”
In addition to collectors purchase, collaborations between Gin Huang Gallery and artists also rely on gallery exhibitions, Facebook, Instagram and Artsy. From providing service for online customers via social media to the interchange between online platforms and physical businesses, Gin Huang Gallery’s marketing strategy coincidently fulfills the current popular O2O e-commerce mode. Meanwhile, this strategy offers more opportunities for both young galleries and new collectors to enter the art market. Instead of fighting alone, it is wiser to team up with allies to fortify brand presence and to highlight brand personality. In the era when media and social platforms are thriving, implementing “X” (crossover strategy) is crucial. Trend art is closely related to pop culture; it disproves the myth that the art world is unapproachable and helps Gin move closer to her ideal that is to create a friendly art space.
To adapt to the boom in trend art, what is the business strategy for Gin Huang Gallery going to be in the next ten years? “There is nothing else for it but to follow trends!”
Article / Cans - Irene Lee
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