Interview with Diego Viapiana, Gallerist at Nuova Galleria Morone

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    Interview with Diego Viapiana,  Gallerist at Nuova Galleria Morone –

    Five questions to get a preview of the great art professionals, the daily challenges to be faced, the choices that have determined their path in the art system and market, the digital changes and advice for those who want to undertake the same career in collaboration with

    Photo Credits: Silvia Celeste Calcagno, “Bless This House”, Installation View @ Nuova Galleria Morone

    “The gallerist is the one who risks to propose novelties”. Diego Viapiana, Gallerist and Director of the New Morone Gallery in Milan, declares this with great sincerity.

    His is an atypical path, which began with the study of Art History and continued with the choice to “get involved” in the field, that of contemporary art, in a culturally active Milan more than ever.

    In 2011, when after more than ten years of experience alongside gallery owner Enzo Spadon, Diego decided to give a new direction to the exhibition space, the ideas became clear: it was time to look to the future, to young Italian and foreign artists.

    And the novelties follow, as do the rediscoveries: the unforgettable one of the Sardinian artist Maria Lai, who a few months before leaving us “saw” the birth of her solo show in the gallery, in February 2013, strongly desired by Diego to pay homage to her and believe in her success.

    That’s believing in artists, that’s the value of an art dealer, but not only. Diego Viapiana tells the rest in this interview… 

    Diego Viapiana

    Diego Viapiana is a Gallerist and Director of the New Morone Gallery, active in Milan since 2011.

    He graduated in 2008 in Conservation of Cultural Heritage with honors; he achieves the goal by already having an eye on his future, that of gallery owner. His career began at Enzo Spadon’s Morone Gallery, a historic Milanese exhibition space opened in 1966 and focused on Informal and Post-Informal Art; for him it is a “gym” to grow and become an art professional.

    Diego worked alongside Spadon from 1999 until 2011, when after a consolidated experience in the development of the gallery’s potential, he decided to give a new direction to the gallery with an eye to national and international contemporaneity.

    With him was born the New Morone Gallery, where it is a succession of exhibitions and high-profile artists, including Maria Lai, now internationally acclaimed artist.

    Diego carries on his work as a gallery owner with dedication and attention, with the aim of supporting and promoting art and artists.

    Over the years the gallery has participated in numerous national and international art fairs such as Arte Fiera Bologna, ArtVerona, PULSE in Miami or Karlsruhe.

    Diego also collaborates with the VAF Stiftung Foundation following their commitment to support modern and contemporary Italian art, contributing to the enhancement of the collection.

    1.How did your path in the art world begin?

    After specific university studies in art history, I had the need to gain experience in the field. I never imagined I would become a gallery owner when I was young, but after working alongside the founder of Morone for many years, I created the New Morone Gallery in 2011.

    2.How would you describe your profession today?

    The profession of gallery owner is very complex. I have always made a distinction between gallerist and dealer. It is obvious that all gallerists are merchants, but the gallerist is the one who risks proposing novelties and not only established artists who already have a market. The gallery owner today must have excellent interpersonal skills and above all create that trust and confidence with the collector.

    3. Come è cambiata nel tempo la sua professione?

    The profession has changed over time, today you have to be super professional and constantly updated. Exhibitions are designed and programmed and sometimes have a long gestation phase. Until a few years ago, art fairs were few and far between, today people try to swallow up artistic proposals even at speed and the work is often no longer done in the gallery.

    Personally I always prefer an intimate relationship with the work and the collector.

    To confront oneself by contemplating the work of art.

    The Nuova Galleria Morone in Milan

    4. What impact is digital having on your sector?

    At this time many have used platforms to sell.

    It’s my limit, but I still don’t believe much in digital, from my point of view, it can help marketing or it can be a showcase to make the product known.

    I may be obsolete, but I believe in the contemplative relationship with the work. Art is something alive and emotional.

    5. Cosa consiglierebbe a un giovane che vuole intraprendere la sua professione?

    The best advice I can give: the galleries open with collectors, without them behind you you risk closing quickly, because it takes years to gain credibility.

    This interview was realised in collaboration with, the first community dedicated to training, updating and orientation towards the art professions.


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