The thesis focuses on the different approach of private contemporary art galleries, focused on the Czech Republic and London, in the areas of art sales, education, exhibition and the use of modern technologies. It also explores how these differences in approach affect programmes, attendance, funding, sales strategy, profiles of exhibiting artists and public opinion.
Understanding the different approaches of private galleries can bring best practice approaches (best practice) from London galleries to the Czech environment. The aim of this thesis is to try to propose, based on research, applicable approaches that could lead to the improvement of the functioning of Czech galleries and to a better adaptation to the Czech audience and art market.
Four galleries from the Czech Republic and four from London are selected for comparison. The analysis, based on secondary data, reviews and PR materials, is complemented by interviews with gallerists, conducted in the form of open-ended questions.
The result of the work will be a comparison of the approaches of contemporary art galleries in the Czech Republic and London, identifying the optimal approach that can be applied to the Czech environment, taking into account its specificities and audience behaviour.
