In an interview marking the sixth anniversary of his gallery, Max Goelitz reflects on the founding and evolution of his two-location operation in Munich and Berlin. He discusses how his decade at Häusler Contemporary, where he served as director, prepared him for the unpredictable nature of running his own gallery. The COVID-19 pandemic forced a strategic pivot from international ambitions to a focus on the local German market, which proved unexpectedly sustainable. Goelitz also addresses the current challenges facing galleries, including generational shifts and a more difficult art market, while advocating for an "old-school" reconsideration of what defines a gallery in times of transition.
This interview matters because it offers an insider perspective on the realities of operating a mid-sized commercial gallery in Germany today, a segment often overshadowed by the global art market's focus on New York, London, and major art fairs. Goelitz's candid discussion of pivoting to local collectors and questioning the sustainability of international expansion provides a valuable counterpoint to prevailing narratives of relentless globalization. The article also highlights the importance of regional art scenes and the resilience of galleries that adapt to changing conditions, making it relevant for understanding broader shifts in the contemporary art market.