Date of Award

2025

Document Type

MA Project - Open Access

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Leo Krakowsky

Second Advisor

Betsy Thomas

Abstract

Catalysta is a contemporary online art gallery that exclusively features Latin American artists, creating a dedicated platform for these voices to be seen and celebrated on the global stage. Our mission is to simplify the often-overwhelming experience of entering the art world, especially for young collectors who are new to the process. Our product offers a streamlined and accessible way to discover and purchase high-quality artwork without the traditional barriers. By providing information on the artist’s background, a description of the artwork and full disclosure of the price we offer a simple way of accessing and acquiring an art piece. We have always believed that the traditional art gallery model, with its often exclusive and frequently intimidating atmosphere, doesn’t cater to the modern, diverse, and younger audience that Catalysta serves. However, through our experience, we’ve also learned that an exclusively digital approach requires the occasional physical touchpoint to effectively engage collectors and art lovers. These physical exhibitions complement our online gallery and reinforce the personal connections between collectors, artists, and the art itself. Catalysta’s experience in its infancy has reinforced the fact that the future of art is in blending the convenience of digital access with the intimacy of occasional, well-curated physical exhibitions. With this knowledge, we continue to refine our approach, evolving Catalysta into a platform that offers the best of both worlds – an 11 innovative online gallery supported by meaningful, immersive physical interactions. Catalysta’s next initiative is to test a small physical gallery in Santo Domingo, Dominican Republic, where the gallery can showcase the artworks of the talented artists that Catalysta represents. This physical space endeavors to be more than a traditional gallery space – it will be a dynamic, nontraditional program that reflects the evolving way people engage with art. In addition to the exhibitions, the space will serve as a testing ground for innovative programming that, if successful, can be replicated into other cities. It allows Catalysta to further explore how a hybrid model – combining digital platforms with in-person, immersive experiences – can drive engagement and sales

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