The Hamburg gallery Melbye-Konan has already made a name for itself. The gallerist, focusing on contemporary African art, managed to attract nationwide attention with a major coup. One of her artists, Yeanzi, was selected for the Pavilion of the Ivory Coast at the Venice Biennale, giving her gallery an immediate boost. Stella Melbye-Konan has since expanded her gallery and now operates near the Außenalster.
The concept of the art historian, who also studied communication, is to show no more than about ten works at a time. Her husband, Jean-Claude, supports her in running the gallery. Instagram is an important communication channel for her, alongside advertisements, publications, and dinner events for collectors. This engages her audience in a very personal way.
Recently, via Instagram, a flickering, stamp-like “Sold Out” announced the sell-out of her latest exhibition featuring works by Atowla. It is clear that she embraces a type of marketing that many shy away from. The attention economy—creating visibility amid the sheer overabundance of offerings—fuels her creative strategies. How successful they are, the audience will decide.
