Who Decides What We See? — The Ecosystem Behind Contemporary

Who ultimately decides which artists become famous and which artworks define our culture? Is it the gallerist, the museum curator, the collector—or you?

In this interactive Muse – Art & Talk experience, we take you behind the scenes of Zurich’s premier contemporary art complex, Löwenbräukunst, to decode the inner workings of the art market across four distinct stops.

What to Expect:

• Act I: Guided Gallery & Museum Walk (60 Min — 4 Locations)
  We examine contemporary art through four complementary perspectives within the Löwenbräukunst site:

  1. Löwenbräukunst Plaza & Context: Understanding the history and transformation of Zurich's landmark contemporary art complex.

  2. The Commercial Giant (Hauser & Wirth): How top-tier primary galleries discover talent, build international artist careers, and establish market value.

  3. The Publisher & Producer (Edition VFO): How high-quality prints and multiples democratize art ownership and finance artistic production.

  4. The Non-Profit Institution (Kunsthalle Zürich): How contemporary art spaces challenge market trends, curate non-commercial ideas, and shape art history.

• Act II: Café Discussion & Debate (30 Min)
  Following the tour, we gather in a relaxed setting to debate the central question: Who holds the real power in today’s art ecosystem—and how does commercial success impact artistic freedom?

About Your Guide:

The tour is led by Guadalupe Alonso, an art market expert with over 14 years of experience in the Zurich art scene. Holding an Executive Master in Art Market Studies from the University of Zurich, Guadalupe has worked extensively across top Zurich galleries—including Galerie Peter Kilchmann, Plutschow Gallery, and Galerie Gmurzynska—as a Gallery Manager, Sales Team Member, and Artist Liaison. Having managed international art fair presentations, institutional relationships, and artist communications firsthand, she offers participants rare, authentic insights into how the contemporary art market really operates.

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