does the location affect the gallery? The example of Dio Horia, an art gallery in Mykonos
INTRODUCTION
Location is of key importance when it comes to businesses (Moos and Botha, 2016). When a gallery is placed in a central location the odds are in favour of gaining the attention of the art world cognoscenti. Galleries in Greece are generally placed in the capital city of Athens or in the city of Thessaloniki. But what about the galleries that choose as a location the Greek islands or the province? This case study aims to discuss the reasons why Dio Horia, an art gallery in Mykonos, managed to survive in an island typically famous for its party scene, gain international recognition by exhibiting contemporary art in a country knowable for its cultural heritage and be successful in a volatile economic environment.
ABOUT DIO HORIA …show more content…
The gallery has become an unexpected art destination by focusing on linking the local community to the global art scene. As Vranopoulou has said, Dio Horia’s vision is to be perceived as “a salon of the 18th century”. Dio Horia offers exhibitions, a residency programme (a felicitous idea that challenges the artists to move for a short period of time in Mykonos and create an artwork out of his/her experience on the island), events and a publishing arm. One of the challenges Marina Vranopoulou had to face was the location itself: a Greek island. Mykonos, known for its liberal party scene and as a heavily trafficked popular tourist area, was chosen as a location for Dio Horia by virtue of its economic evolution throughout the years, as Vranopoulou has said. Vranopoulou managed to make good use of the island’s touristic value, gain reputation, and attract a worldwide audience. At the same time, Mykonos has emerged as a prosperous art destination with world-class
INTRODUCTION
Location is of key importance when it comes to businesses (Moos and Botha, 2016). When a gallery is placed in a central location the odds are in favour of gaining the attention of the art world cognoscenti. Galleries in Greece are generally placed in the capital city of Athens or in the city of Thessaloniki. But what about the galleries that choose as a location the Greek islands or the province? This case study aims to discuss the reasons why Dio Horia, an art gallery in Mykonos, managed to survive in an island typically famous for its party scene, gain international recognition by exhibiting contemporary art in a country knowable for its cultural heritage and be successful in a volatile economic environment.
ABOUT DIO HORIA …show more content…
The gallery has become an unexpected art destination by focusing on linking the local community to the global art scene. As Vranopoulou has said, Dio Horia’s vision is to be perceived as “a salon of the 18th century”. Dio Horia offers exhibitions, a residency programme (a felicitous idea that challenges the artists to move for a short period of time in Mykonos and create an artwork out of his/her experience on the island), events and a publishing arm. One of the challenges Marina Vranopoulou had to face was the location itself: a Greek island. Mykonos, known for its liberal party scene and as a heavily trafficked popular tourist area, was chosen as a location for Dio Horia by virtue of its economic evolution throughout the years, as Vranopoulou has said. Vranopoulou managed to make good use of the island’s touristic value, gain reputation, and attract a worldwide audience. At the same time, Mykonos has emerged as a prosperous art destination with world-class