Opening your gallery: complete checklist and mistakes to avoid

01Three months before: the administrative and legal foundations

Preparing an inauguration begins well before the day itself. Three months before the planned date, you must ensure that all the administrative and legal foundations of your gallery are in place. Your legal structure must be registered and operational. Most galleries in France adopt either the SARL or SAS form, each presenting advantages and disadvantages in terms of taxation, liability and management flexibility. If you have not yet consulted an accountant specialising in the cultural sector, now is the time.

Your commercial lease must be signed and you must have verified that the intended use of the premises permits art gallery activity. Some leases exclude retail activities or impose restrictions that could cause problems. Insurance for the premises and the works must be taken out with an insurer who understands the specificities of the art market. Professional liability insurance is also essential to cover the risks associated with receiving the public.

Renovation work must be planned with a comfortable margin. Construction delays are the norm, and you should allow at least two additional weeks between the theoretical completion of the works and the date of your inauguration. Galerie Xippas, when setting up on rue des Haudriettes in Paris, took care to plan its renovation with sufficient margin to avoid inaugurating in an unfinished space, which would have durably harmed its image.

02Two months before: programming and communication

Two months before the inauguration, your programming for the first six months should be settled, at least in broad outline. The professionals and collectors who attend your inauguration will ask the question: after this first exhibition, what are you planning? You must have precise answers that demonstrate the coherence and ambition of your programme. This planning also enables you to communicate your calendar to the press, which reinforces the credibility of your approach.

The inauguration press release must be written with particular care. It is not merely about presenting your first exhibition but about presenting your gallery as a whole: your background, your vision, your programme, the artists you represent, what distinguishes you from other galleries in your area. This document must be concise, well written and accompanied by quality photographs of the space and the works.

Assemble your contact list methodically. Specialist journalists, art critics, museum curators, directors of regional contemporary art funds and art centres, identified collectors, dealers in your area, independent exhibition curators: each of these categories should be represented in your list. Galerie gb agency in Paris had particularly carefully assembled its press list at launch, which enabled it to secure significant media coverage from its first months of operation.

03One month before: operational logistics

One month before the inauguration, you enter the operational phase. The works for your first exhibition must be confirmed and the loan or consignment terms formalised in writing. Transport must be booked with a specialist art transporter if the pieces are fragile, large or of high value. For more modest works, transport by your own means is feasible provided you have an appropriate vehicle and adequate packing materials.

Lighting must be installed and tested. If you have opted for a track spotlight system, verify that each spot works, that the angles are adjustable and that the colour temperature is uniform. A professional lighting designer can help you optimise the illumination of your space for a reasonable cost, and this investment will pay for itself over time.

Communication materials must be in production: invitation cards, room sheets, possibly a catalogue, business cards, letterhead. Your website must be live and functional, presenting at minimum the practical information for your gallery, your exhibition programme and the artists you represent. Your social media accounts must be active and have begun publishing content to build an audience before you even open.

04The week of the inauguration

The week before the inauguration is the most intense. The hanging of the exhibition must be carried out with care, taking the time to test different configurations before fixing the works permanently. Bring in trusted people to gather their opinions on the hanging: an outside eye can spot imbalances you no longer see after hours spent in your space.

Verify that all technical elements are working: lighting, heating or air conditioning, security system, internet connection. Test the sound if you plan music. Make sure exterior signage is in place and visible. Do a walkthrough for the caterer's deliveries and waste management. These practical details, if neglected, can generate considerable stress on the day.

Send a reminder to your guest list at the start of the week. A sober email recalling the date, time and address, accompanied by a strong image from the exhibition, is sufficient. Individually follow up the most important contacts by telephone or personal message. Galerie Lelong has always placed great importance on these personal follow-ups, considering that individual attention is the foundation of lasting relationships in the art world.

05The most frequent mistakes

The first mistake is setting an inauguration date that is too ambitious relative to the progress of the renovation work. Opening in an unfinished space, with paint marks on the floor or visible electrical wires, sends a signal of unprofessionalism that will be difficult to correct. It is better to postpone by two weeks than to open under degraded conditions.

The second mistake is neglecting the financial aspect. Many first-time galleries devote their entire budget to renovation and fitting out the space, and find themselves without resources to organise the inauguration, communicate and operate during the first months. Plan for an operating budget of at least six months after opening, independent of any sales, which remain uncertain in the early period.

The third mistake is inviting too many or too few people. An empty space on inauguration night is dispiriting and projects an image of failure. An overcrowded space where nobody can see the works is frustrating for visitors and not conducive to sales. Calibrate your guest list according to the capacity of your space and the typical conversion rate, which falls between twenty-five and forty per cent of invitations sent.

The fourth mistake is not having a system for tracking contacts. Every person who enters your gallery on inauguration night is a potential contact who will need to be followed up. Provide a guest book, an email register or a QR code leading to a newsletter sign-up form. Without this system, you will lose track of the majority of visitors from this crucial evening.

06Opening day: flow and priorities

On inauguration day, arrive early to make final adjustments. Check the hanging one last time, switch on the lighting, prepare the reception area, set out the drinks and food, plug in the music if planned. Do a final tour of the space putting yourself in a visitor's shoes: what do you see when entering? Is the space welcoming? Are the works well lit? Is practical information visible?

During the evening, your absolute priority is welcoming guests. You must be available, smiling and able to present your gallery and your artist with enthusiasm and precision. Delegate bar and logistics management to trusted people. Keep a notebook or your phone to hand to note the names of people you meet and the key points from each conversation.

If collectors express interest in a work, do not rush them towards a sale on the spot. Take their details, suggest they return the next day or during the week to see the work in calm conditions, and ensure they have all the necessary information. Sales initiated at an opening often materialise in the following days rather than on the evening itself.

07After the inauguration: capitalising on the momentum

The days following the inauguration are decisive for converting the evening's momentum into lasting dynamic. Send personalised thank-you emails to all professionals and collectors who attended. Share photographs of the evening on social media and your website. Follow up with collectors who expressed interest in specific works.

Analyse the evening with a cool head: what worked, what could be improved? This analysis will serve you for all your future openings. Note the names of key people you met and plan individual meetings with the most promising contacts.

Artedusa offers you a natural extension of this inaugural momentum by enabling you to present your artists and exhibitions to an international audience of collectors. The visibility you build on inauguration night can thus multiply through a polished online presence that works for you around the clock, reaching collectors you could never have invited to your opening.