Hubert Thurnhofer,  philosopher and journalist, did not have the slightest idea that he will be the one to change the conservative Viennese art market, making it more open and transparent. It has nothing to do with Internet.

“My friends once told me: “Hubert, give it a try, – there was nothing like this in Austria back then, figurative art in the 90s was not popular at all”

Today he is one of Vienna’s most beloved gallery owners. His Der Kunstraum is a place where you can meet the Viennese Opera diva at noon (it takes her a minute and a half to go down the Kartner Ring between rehearsals). In the afternoon you can suddenly hear a discussion about the new Austrian law, while looking at new works brought by a Sicilian gallery owner. The discussions are not in German. And no, not even in Italian. Despite the glass around, all the living languages of the world and museum cellos sound acoustically comfortable in these walls.

By the evening, when the public is growing, there is a chance to sit quite close to celebrities. There is no any exaggeration in the slogan “top events top location”.

Paralel aktion

“Paralel action” was originally conceived as a project running parallel to Art Austria and Viennafair. Over time, the parallel action turned into a “perpendicular”. Turnhofer’s art performance lasts four weeks instead of four days.

He abandoned the concept of the fair, when hundreds of galleries and artists from all over the world are fighting for a fragmentary attention of the public. But public does not have time to evaluate “its own” work in the flow.

Having fundamentally examined the types of attention, Turnhofer came up with the formula “4 x 12”.

Maximum twelve authors receive the full attention of visitors to Der Kunstraum. And the number 12 controls space and time since ancient times.

The magazine PARALLELAKTION KUNST is being published in the framework of this annual exhibition, which stirs Vienna in its ninth year. Knowing a lot about advertising, journalism and business processes, Turnhofer creates such a tension in the field of “creation and communication” where the parallel lines inexplicably converge. And new names are born.

In the first four years of 2000’s, acting as the head of News Agency GmbH, Turnhofer helped more than a hundred entrepreneurs to build a ‘business up from scratch’.

And since 2003, happy customers receive an upgrade – from strategic consulting to practical implementation – all from one source. Dynamically growing startups LINBIT, Dynatrace, SolveDirect, Cyan Networks – are the creations of is philosophical hands.



 I am often asked: “How to earn the first million in the gallery business?” I answer “You should spend five”

Why you need to buy contemporary art?


It is better than investing in a bank. Because on top of everything else, you also get emotional profits.


Pieces of modern art can be purchased for any price. 90% of decent paintings cost less than 5,000 euro.


Eventually, it is the decoration of your home. Did you notice that contemporary art always hangs on American walls? Even if it is an action movie.

It’s not only that 100 main artists in Austria and 100 main artists in Switzerland may not coincide, they may even hardly overlap.

“The American art business is growing faster than the European one, 10-20% of growth in five years – it is already a lot for Austria. These are our pace and living conditions”.

“Few people today are engaged in serious art criticism; these are press releases which fill the media space ”


The art-market formula

Long story short: having studied all the steep ascents and descents of the world art-Olympus, Hubert came up with a formula for those interested in modern art as a profitable investment or eager to develop independent artistic thinking as a collector.

The book is about how this business works, why some paintings are more expensive than others. Who makes the top list of the top 100 artists of the world, who designates the top 100 names of the country, determines the 100 promising, and defines the chances of 100 students (those getting the art education today) to approach the foot of Olympus from the right side.

In a nutshell – you need the book if you like modern art, but do not like to be deceived.

Start collecting your own collection.

  Visitors of the Ringstrassengalerien are up to it. Leaving the fiacre right at the neighboring Bristol, they go up the escalator and here they are at the threshold of the modern art.