Summary

This is the executive summary

“The Art of Marketing Art - A Digital Journey at Gemini Gallery” is a research paper written by Andrei Fisca at the completion of the Internship project at Fontys University, Eindhoven. Gemini Gallery, the internship company, is a modern art exhibition started by Agnes & Piotr Palimaka in 2022 which quickly grew to be a major outlet for Polish artists in the Netherlands. However, due to the owners’ lack of experience with digital marketing, they struggled to create a consistent digital identity for the gallery. The intern, Andrei, was tasked with establishing a digital presence for Gemini Gallery, and also leveraging technical developments such as 3D Models and Blockchain. This paper discusses the challenges and outcomes of this endeavour and aims to answer the question “what does it take to build an online brand in 2023”.

To answer the main research question and the ones derived from it, the intern conducted both desk and field research. By performing a Situational Analysis for Gemini Gallery, the intern discovered that marketing art is a more tedious process than expected and that the internship company has both advantages and disadvantages in the competitive landscape. Following this line of thinking, the focus was placed on developing competitive advantages to differentiate the company from its competitors. As the unique art collections and niche suppliers of Gemini Gallery provide the right conditions for the development of 3D Models and digital assets. In the case of Gemini Gallery, the owners' enthusiasm and their willingness to explore ideas proved to be crucial factors for the success of completing this research paper.

In the process of establishing a digital identity for Gemini Gallery, the intern has worked tirelessly with one of the owners to create a modern website and a comprehensive E-Commerce library. As one of the values of Gemini Gallery is respect towards the artists, on the website each artist received a unique page with unique designs. Furthermore, the intern has created a digital library with 3D Models produced at Gemini Gallery. The 3D Models allow guests to view and interact with the artworks using Augmented Reality. This digital library is online and freely accessible from the official website of Gemini. This aspect makes Gemini Gallery one of the few art exhibitions in the Netherlands to adopt AR technology. During the internship period, Andrei has created over 50 3D Models for various artworks.

On the other hand, the creation of NFTs (Non-Fungible Tokens) came as a limitation reached during this internship. This fact is attributed to an underestimation of the complexity of the task at hand. Yet, it is recommended that both Andrei and the owners of Gemini Gallery pursue the completion of this assignment in the future.

Concluding the research paper, Andrei’s internship at Gemini Gallery proved to be a multi-disciplinary learning experience. The outcomes achieved during the internship benefit both the student and the gallery owners. Even though only 3 out of 4 assignments were completed, the feedback received from Gemini Gallery is positive.