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 three distinct stops.

What to Expect:

• Act I: Guided Gallery & Museum Walk (60 Min — 3 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 Contemporary Art Institution (Migros Museum für Gegenwartskunst): How contemporary art museums shape artistic discourse, present new perspectives, and influence how we encounter contemporary art. The current exhibition by Chilean artist Nicole Lhuillier offers a particularly interactive and engaging experience.

• Act II: Café Discussion & Debate (30 Min)
  Following the tour, we gather in the relaxed setting of the local cafe 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.