David Zwirner goes Pankow

David Zwirner, high profile gallerist and soon to be gallery marketing legend?

With last year’s saddening news about the economic turmoil that led to the closing down of several galleries in Berlin it is always refreshing to learn about new approaches on how to establish a gallery presence without having to deal with a space and thereby circumnavigating all the financial obligations attached to it.

David Zwirner’s recent take on public advertising which is currently on view on Bornholmer Straße corner of Schönhauser Allee clearly transcends the fullpage ad in Artforum or Frieze as standard marketing tool.
However, whether Pankow constitutes an adequate test site for reaching out to a new clientele remains to be seen.


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