Indiewalls
Indiewalls is a Brooklyn-based art consulting firm and marketplace that curates, produces, and installs original artwork from a global network of local and independent artists for enterprise clients across workplace, hospitality, multifamily, healthcare, and cruise sectors.
- Company typePrivate
- Founded2011
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Indiewalls does
Indiewalls is a New York-based art consulting firm and marketplace founded in 2011 that curates, sources, produces, and installs original artwork for enterprise clients across five primary verticals: workplace/corporate, hospitality (boutique and luxury hotels), multifamily/residential, healthcare, and cruise. The company operates through a consultative, enterprise-field-sales motion in which projects are initiated via website consultation requests and scoped into proposals covering curation, production, and installation. Its underlying technology consists of a digital artwork management platform (artwork.indiewalls.com) that allows artists to submit works and clients to browse portfolios and track project status, complemented by a physical in-house production facility in Brooklyn, NY (Indieworks) that handles printing, custom framing, crating, and logistics. Since founding, Indiewalls has built a global network of local and independent artists and has paid over $9 million directly to artists across hundreds of completed projects.
The company's business model combines a transactional revenue stream — a 40% commission on artwork sold through the platform, with artists retaining the remaining 60% — with professional services revenue from curation, consulting, production, framing, and installation. Pricing is project-specific and quote-based rather than published; multi-year enterprise contracts are common, and Indiewalls handles complex deployments with seven-figure art budgets across multi-site national programs (e.g., a 20+ city program for Allspring and an 800,000-square-foot headquarters installation for Charter Communications). Indiewalls is privately held and founder-led by CEO Gavi Wolf and President Ari Grazi, has grown organically without institutional external funding since a nominal $0 round from Dreamit Ventures in 2012, and operates with 11-50 employees.
Customer concentration is intentionally diversified across marquee logos spanning technology (Amazon, Google, LinkedIn), financial services (Allspring), telecommunications (Charter/Spectrum), consumer goods (L'Oréal), hospitality (Marriott, Hilton, Fairmont, Highgate, Virgin Voyages), real estate (Extell, Newgard, Lerner), and healthcare (Renown Health). Distribution relies on direct enterprise sales, supplemented by content marketing (blog), organic social (LinkedIn, Instagram, Pinterest), email newsletters, and trade show presence at industry events including BDNY and Art Basel Miami.
Indiewalls firmographics
Firmographics- Name
- Indiewalls
- Legal name
- Indiewalls, LLC
- Website
- https://indiewalls.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Indiewalls is a Brooklyn-based art consulting firm and marketplace that curates, produces, and installs original artwork from a global network of local and independent artists for enterprise clients across workplace, hospitality, multifamily, healthcare, and cruise sectors.
- Ownership category
- akta.pro rank
Indiewalls industry classification
Industry- Product category
- Commercial Art Curation
- NAICS
- Software Publishers (5132), Indoor and Outdoor Display Advertising (541850), Independent Artists, Writers, and Performers (71151)
- SIC
- Miscellaneous Publishing (2741), Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Author Service Marketplaces & Aggregators (Vetting, Bundled Services) (MPAJAJAB)
- akta.pro secondary industry
- Self-Publishing & Author Platforms (BPAMAJAF)
Keywords
Where Indiewalls is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Indiewalls business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Art Sales Commission: Indiewalls receives a 40% commission on the sale price of each artwork sold to clients through the platform.
- Art Curation and Consulting Services: Professional art curation services including research, artist sourcing, proposal development, and project management for corporate and hospitality clients.
- Printing and Framing Services: In-house production of prints and custom framing for artwork, with all production handled at Brooklyn, NY facility.
- Installation Services: Optional installation services including crating, freight coordination, and on-site installation of artwork.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | 40% commission on artwork sales |
| Other | Multi-year contract | Custom project-based pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Indiewalls product offering
Product offeringCore offering
Indiewalls provides end-to-end art consulting services for commercial spaces, including curatorial research, artist sourcing, proposal development, project management, printing, custom framing, and installation. The company operates an online marketplace (artwork.indiewalls.com) where independent artists submit works and clients browse and request artwork, backed by an in-house production facility in Brooklyn, NY that handles all printing and custom framing.
Product overview
Indiewalls operates as an art consulting and marketplace platform. The core offering is art consulting services for commercial spaces (hospitality, workplace, multifamily, healthcare, cruise), paired with the artwork.indiewalls.com marketplace where artists submit works and clients browse/request artwork. Supporting these is Indieworks, an in-house production facility in Brooklyn, NY for printing and custom framing, ensuring quality control at scale.
Differentiator
Problem solved
Functional benefit
Products and services
- Art Consulting Services Full-service art consulting for commercial spaces, including curatorial services, artist sourcing, custom commissions, and project management for hospitality, workplace, multifamily, healthcare, and cruise environments.
- artwork.indiewalls.com Online marketplace platform where artists can submit original works and prints for sale to prospective buyers, and clients can browse artwork, track project status, view artist profiles, and submit work requests.
Quantifiable outcome
- Over $9 million paid directly to local artists globally
- +2 more outcomes
Companies that use Indiewalls
Customer profileNamed customers20 records
Segments5 records
Ideal customer profiles4 records
Indiewalls technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Indiewalls partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and major.
- AC Hotels by MarriottcoreFormal partnership since 2016 for art curation services. Indiewalls underwent formal training at Marriott HQ on the brand's aesthetic, art goals, and core principles. Provides end-to-end art services for AC Hotels including consultation, curation, production, and installation.
- OTO DevelopmentmajorDesign and development partner for hotel projects including AC Hotel Times Square. OTO Development is a real estate development firm specializing in hospitality.
- DLR GroupmajorArchitecture and design firm partnered on hotel projects including AC Hotels. DLR Group provides architectural services for hospitality projects where Indiewalls provides art curation.
- Newcrest ImagemajorDesign and development partner listed for AC Hotels projects. Hospitality real estate development company.
- Peachtree GroupmajorDesign and development partner listed for AC Hotels projects. Real estate investment and development firm.
- RymanmajorDesign and development partner listed for AC Hotels projects. Hospitality development company.
- 3877majorDesign and development partner listed for AC Hotels projects.
- FlickmarsmajorDesign and development partner listed for AC Hotels projects.
- Merriman AndersonmajorArchitecture and design firm partnered on hotel projects. Full-service architecture and interior design firm serving hospitality sector.
- HLW ArchitecturemajorArchitecture partner for Charter Communications headquarters project. HLW designed the 800,000 sq ft Stamford headquarters where Indiewalls provided all art curation and installation.
- JLL (Jones Lang LaSalle)majorProject coordination partner for Charter Communications headquarters project. JLL provided project management and coordination services for the Stamford headquarters project.
- Allspring Global InvestmentscoreClient-partner for national workplace art program spanning 20+ offices. Indiewalls manages art program across all locations with consistent brand voice while sourcing local artists for each city.
- Simeone Deary Design GroupmajorDesign firm for Loews Minneapolis hotel project. Simeone Deary is a hospitality design studio that partnered with Indiewalls for art curation.
- Studio CollectivemajorDesign firm for Hotel Figueroa in Los Angeles. Studio Collective is a design studio that partnered with Indiewalls for art curation.
- Harken InteriorsmajorInterior design firm for The Louie, A Davenport Hotel project. Harken Interiors worked with Indiewalls on the art curation for this Marriott Autograph Collection property.
- Meyer DavismajorArchitecture and design firm for Arlo Wynwood hotel project. Meyer Davis is a hospitality design firm that collaborated with Indiewalls on the art program.
- Helpern ArchitectsmajorArchitecture firm for AC Times Square project. Helpern Architects is a New York-based architecture firm that partnered with Indiewalls for the hotel's art program.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Indiewalls competitors and assessment
Company assessmentDirect peers
- Saatchi Art: Online art marketplace connecting independent artists with buyers, including a curated offerings program for interior designers and corporate buyers. Directly comparable marketplace model and artist network focus.
- Artsy: Online marketplace and discovery platform for fine art, with programs for galleries, artists, and collectors. Comparable in operating an online art catalog serving both creators and commercial buyers.
- 1stDibs: Online marketplace for high-end furniture, art, and decorative objects, serving interior designers and luxury buyers. Comparable in curating premium art and decor for residential and commercial interior projects.
- Chairish: Online marketplace for vintage and contemporary furniture and art, with a designer trade program. Comparable in serving interior designers sourcing art and decor for commercial and residential projects.
Emerging players
- Matter Enterprises: Art advisory and procurement firm focused on corporate and hospitality collections. Comparable as a B2B art consultancy competing for enterprise workplace and hospitality curation budgets.
- Meural (by Netgear): Digital art frame and subscription platform for displaying rotating art collections in homes and offices. Comparable as a technology-enabled art distribution model targeting workplace and residential decor.
Broad incumbents
- Art.com: Large online retailer of prints, posters, and wall art. Comparable as a mass-market art distribution platform, though positioned as a lower-end, transactional offering versus Indiewalls' curated enterprise model.
- West Elm: Williams-Sonoma-owned home furnishings retailer with a contract/commercial division offering art and decor for hospitality and multifamily. Comparable as a vertically integrated art and decor supplier serving hospitality and residential developers.
Regional players
- Artscape: Provider of large-format wall murals and decorative surfaces for commercial and residential interiors. Comparable as an art-for-spaces vendor targeting multifamily, hospitality, and workplace interiors.
- Rise Art: UK-based online art marketplace and rental platform connecting artists with buyers, including corporate clients. Comparable marketplace model with focus on emerging artists, though operating primarily in the UK/Europe.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Indiewalls social profiles
Digital presenceIndiewalls financial estimates
Financial estimateRevenue estimate
Valuation estimate
Indiewalls leadership team
Management profileNumber of profiles
Profiles1 record
Indiewalls funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Indiewalls M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Indiewalls
What does Indiewalls do?
Indiewalls provides end-to-end art consulting services for commercial spaces, including curatorial research, artist sourcing, proposal development, project management, printing, custom framing, and installation. The company operates an online marketplace (artwork.indiewalls.com) where independent artists submit works and clients browse and request artwork, backed by an in-house production facility in Brooklyn, NY that handles all printing and custom framing.
Is Indiewalls a public or private company?
Indiewalls is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Indiewalls founded?
Indiewalls was founded in 2011. It employs 11 to 50 people.
Where is Indiewalls based?
Indiewalls is headquartered in New York, United States, in the North America region.
How does Indiewalls make money?
Four revenue lines are on record. Art Sales Commission is the primary driver. The others are art Curation and Consulting Services, printing and Framing Services and installation Services.
Who are Indiewalls's main competitors?
Direct peers on record are Saatchi Art, Artsy, 1stDibs and Chairish. Emerging players are Matter Enterprises and Meural (by Netgear). Broad incumbents are Art.com and West Elm. Regional players are Artscape and Rise Art.
Does Indiewalls have an API?
No public API is recorded for Indiewalls.
What industry is Indiewalls in?
Indiewalls's product category is Commercial Art Curation. Its primary akta.pro industry code is MPAJAJAB, Author Service Marketplaces & Aggregators (Vetting, Bundled Services), with a secondary code of BPAMAJAF, Self-Publishing & Author Platforms. Its NAICS code is 5132 and its SIC code is 2741.