We recently connected with Brooke Molinaroli and have shared our conversation below.
Alright, Brooke thanks for taking the time to share your stories and insights with us today. Alright – so having the idea is one thing, but going from idea to execution is where countless people drop the ball. Can you talk to us about your journey from idea to execution?
I had just relocated from Dallas, Texas, where I worked as the Marketing Director of the Dallas Museum of Art to Westchester, NY (Larchmont, NY). I was at a career crossroads as I was not sure if I wanted to find another role in a museum/art world or in a corporate business doing marketing. After feeling very dejected about the job search process and my prospects for roles in NYC, my husband, Nick Robinson suggested I start my own business helping people find contemporary art for their homes. He suggested that friends and relatives always commented on the art we had hanging in our house. Nick also said, Brooke, If was not married to you as a non-creative person, I would have no idea where to look for art and where to start. We did not have any great or extensive art collection and we had not spent a lot of money on art. Also, after spending time in past roles in creative businesses, including ad agencies, design firms, Web site development/digital marketing agencies, contemporary art galleries, and working directly for photographers, I had strong opinions about the good and bad of the art world. Plus throughout my marketing career, I was driven by the need to create innovative, never done before marketing initiatives and online/social media projects. I thought I could marry my love of contemporary art with my marketing experience and quest for innovation. So, thus I set out to conceptualize a business where I could work as an “art advisor'” or “art consultant” to help clients find whatever art suited them for their spaces. I loved the freedom to work with many different artists and clients as opposed to the gallery model which largely keeps you hemmed in to a set of artists. I was also very dubious of the retail model including high rents, the rapid decline of retail in urban areas, and the rising interest and success of digital channels including social media, such as Instagram, etc. After sketching out my rough business plan and sharing with my husband and other interested friends, I decided I would take a year or so to work with some “beta” friends clients to test the model, and go into the market and meet artists to share with clients. During that time, I figured out that I needed some way to present clients with an idea of the types of artists I could introduce them to. Thus, I decided to in essence to use my 1880s historic Larchmont, NY as a “home gallery” curating and hanging art throughout our home and inviting clients to come view through a series of events/openings, open hours, and private tours.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I am Brooke Molinaroli, a Contemporary Art Advisory. I founded my own eponymous firm, BAM (Brooke Anne Molinaroli) Art Advisory in 2018. I spent most of my career in different creative fields/industries, including working for advertising agencies, design firms, photographers, contemporary art galleries, museums and in corporate brand/digital marketing. I think that the combination of my experience in contemporary art & photography (and love of contemporary art), my brand/digital/social media marketing skills, and client service experience working in agencies made my uniquely placed to excel in this business. The business I created is certainly my bucket list job! It only took me to 50 years to figure it out.
I’m proud of our work to innovate and create the Art in the Yard exhibition series during Covid. Working in collaboration with Stephen Moser Architect, we dreamed up a unique way to present art outdoors utilizing temporary structures and walls, our wraparound covered porch with a scrim like front, and the first floor of the house. The next edition of Art in the Yard, which will be the 3rd year in a row, is due to take place from Sept 29 – Oct. 5, 2023. We have 20 contemporary artists with nearly 100 works of art on display including outdoor sculpture staged in the yard. I tend to stage Art in the Yard once per year and then other pop-up shows at home or in other retail spaces locally. I am driven by the idea of presenting art in new and interesting ways to get beyond the white box gallery.
Is there mission driving your creative journey?
I love contemporary art. I love the discovery of great contemporary art. I love meeting and talking to artists about their personal journey and their influences. I studied Anthropology and Art History in college and these subjects align perfectly to my goals driving my creative and business journey. It’s a quest to decode culture, societies, trends and people through understanding art and the people creating art. The more artists I meet, the more I learn thus the freedom to explore is my greatest pleasure.
Ultimately, I enjoy connecting clients/people with great art that they would not discover on their own and give them fulfilment. In the process, I get to discover so much great art and find so many fascinating people. A perfect combination for me.
What’s been the most effective strategy for growing your clientele?
I think word of mouth/recommendations from existing clients has definitely helped grow the business as well as having unique and innovative Art in the Yard shows that allow my business to stand out amongst my competition. Also having the yearly Art in the Yard exhibitions, allowed me to promote the events/show to new clients and other creative partners such as designers and architects. The shows are a strong marketing tool to drive awareness, interest, and new partnerships.
Contact Info:
- Website: bam-art.net
- Instagram: @bam_art_advisory
- Facebook: https://www.facebook.com/bamartadvisory/
- Linkedin: https://www.linkedin.com/in/brookemolinaroli/
- Twitter: @brookem
- Other: https://www.artsy.net/partner/bam-art-advisory
Image Credits
All the photos pls credit Adam Kane Macchia. Thank you!