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Rent and fair booths keep getting more expensive, with no guarantee of a return. Three Artsy gallery partners are proving there’s more than one way to grow.
In this conversation, Alexander Forbes (VP of Global Partnerships, Artsy and Artnet) talks with Tyler Santangelo (ALLGORITHIM), Hadrien de Montferrand (HDM Gallery), and Manuel Tuda (Saenger Galería)—three gallerists who’ve each built a distinct model outside the traditional white cube and found traction on their own terms.
There’s no one right model.
Tyler moved his gallery into a house in the Hollywood Hills because it fit how he wanted people to experience the work—not as a strategy exercise.
As market conditions shift, Hadrien works closely with his artists to figure out what flexibility looks like—whether that’s timelines, locations, or deal structure.
Tyler’s even rethinking the sale itself, building a lease-to-own program so collectors can acquire work over time.
Your city can be your edge.
Manuel’s Mexico City program is built around the city’s architectural legacy, including a direct partnership with the owner of Luis Barragán’s Casa Gilardi.
Tyler took the same instinct in a different direction in LA: his Hollywood Hills house feels like a natural stop for the city’s entertainment crowd, and it’s brought in actors and industry names who’ve since introduced him to work in film himself.
These formats open doors to entirely new audiences.
When a Paris show stopped making economic sense, Hadrien took it to the artist's studio in Lisbon instead—then extended it online, reaching a highly engaged audience.
Manuel’s architecture-led shows pull in students and architecture fans alongside longtime collectors, while giving his artists new career momentum.
A partnership with a Milan gallery in a completely different specialty opened HDM up to a photography-collecting audience they’d never reached before.
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