A new gallery in Salzburg, Austria, is revolutionizing art collecting by making it accessible to young people and art enthusiasts with limited budgets. Gallery owner Anna Fierlinger has opened Pubart – Publicity for Artists with a unique concept that combines original artwork displays with affordable poster editions, allowing anyone to start their art collection for as little as 49 euros.
Fierlinger's innovative approach addresses a long-standing barrier in the art world where establishing oneself as an art collector typically requires substantial financial resources. "We display original works, but we also print the subjects of the paintings as limited and signed poster editions. They are considerably cheaper than the original paintings and are available starting at 49 euros," explains Fierlinger. This strategy makes art ownership achievable for students, young professionals, and anyone interested in beginning their collecting journey.
To ensure the longevity and quality of the poster editions, the gallery provides specially designed anti-reflective coated frames that offer additional protection. These frames not only preserve the artwork but also make it easier for buyers to properly display their purchases at home. The comprehensive approach demonstrates Fierlinger's commitment to providing a complete art-buying experience rather than just selling prints.
The gallery's mission extends beyond making art affordable for buyers – it also focuses on supporting emerging artists. "I want to represent young artists in particular. Accompanying them on their journey of finding their style is incredibly exciting," Fierlinger states. This dual approach creates a symbiotic relationship where young collectors can affordably support emerging artists while building their collections.
Fierlinger employs modern methods to discover new talent, particularly through social media platforms. Artist Sebastian Rzepa, whose work is currently featured in the gallery, describes how he was discovered: "She simply contacted me via Instagram. Now I'm here." This digital-first approach to talent scouting reflects contemporary art world practices and helps identify promising artists who might otherwise go unnoticed.
The gallery currently showcases works by several emerging artists including Marc Itzinger, Ness Rubey, Anna Fierlinger, and Sebastian Rzepa, who are all working to shake up Salzburg's art scene. Located at Giselakai 15, the gallery occupies historically significant space that previously housed the former Galerie Heinze, continuing the location's artistic legacy.
Pubart represents a fresh approach to the traditional gallery model, democratizing art collection while providing crucial support and exposure for emerging artists. By bridging the gap between original artwork and affordable reproductions, Fierlinger's concept could inspire similar initiatives in other cities, potentially transforming how young people engage with and collect contemporary art.
