THE SHOWROOM GALLERY
The Showroom is a London non-profit contemporary art gallery (est. 1982, 7 staff) that commissions emerging and underrepresented artists, runs annual mural and billboard public art programs, and serves local Church Street Ward communities alongside broader UK and international art audiences.
- Company typePrivate
- Founded1982
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What THE SHOWROOM GALLERY does
The Showroom is a London-based non-profit contemporary art gallery founded in 1982 (listed operating since 1983) and headquartered at 63 Penfold Street, NW8, in the Church Street Ward of Westminster. It operates as a commissioning and producing organization for socially-engaged contemporary art, presenting exhibitions of emerging and underrepresented artists—often showing UK or London debuts—alongside a year-round program of talks, performances, workshops, screenings, and community events.
The organization's programmatic surface is built around three flagship outputs: a gallery exhibition programme, the annual Showroom Mural Commission on the building's facade (running continuously since 2018 with artists such as Pamela Phatsimo Sunstrum, Simnikiwe Buhlungu, Adam Shield, Kay Abude, Nassim Azarzar, and Mandy El-Sayegh), and the Paddington Square x The Showroom billboard commission programme launched in 2024 with LACUNA and Great Western Developments, scheduled through 2027. Long-form publications such as the Women on Aeroplanes inflight magazine series, a small commercial shop for limited editions and artist books, and a digital archive of video, audio, and text resources round out the operating model. There is no proprietary technology product; the underlying stack is a website (theshowroom.org), Mailchimp newsletter, Donorbox donations, and Eventbrite ticketing, with embedded media on YouTube and Spotify.
The revenue model is grant-and-donation-funded rather than commercial. Primary funding comes from Arts Council England (National Lottery), with supplementary support from the Paul Hamlyn Foundation, Westminster City Council, Cockayne Grants for the Arts (via The London Community Foundation), Australia Council for the Arts, Canada Council for the Arts, and the German Federal Cultural Foundation's TURN Fund for specific international projects. Individual giving flows through a Supporters Scheme (Director's Circle, Patrons, Friends) processed via Donorbox, alongside modest shop revenue from limited artist editions priced around £595-£700. Gallery admission is free. The customer base comprises general art audiences, local Church Street Ward residents and community groups (notably MEWSo and Church Street Library), young people through the Imagining Futures programme, commissioned artists, and institutional/foundation funders.
THE SHOWROOM GALLERY firmographics
Firmographics- Name
- THE SHOWROOM GALLERY
- Legal name
- The Showroom
- Website
- https://theshowroom.org
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Showroom is a London non-profit contemporary art gallery (est. 1982, 7 staff) that commissions emerging and underrepresented artists, runs annual mural and billboard public art programs, and serves local Church Street Ward communities alongside broader UK and international art audiences.
- Ownership category
- akta.pro rank
THE SHOWROOM GALLERY industry classification
Industry- Product category
- Contemporary Art Gallery
- NAICS
- Art Dealers (459920)
- akta.pro primary industry
- Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH)
Keywords
Where THE SHOWROOM GALLERY is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
THE SHOWROOM GALLERY business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Individual Giving and Donations: Supporters Scheme with different levels including Director's Circle, Patrons and Friends tiers. Donations through Donorbox platform. Essential support for the organization's ambitious program of artist commissions, local projects, talks and events.
- Shop Sales: Sale of artist editions and publications. Example: Kay Abude 'Freedom with Respect' silk-screen print at £595 (with 15% seasonal discount). All funds from edition sales support The Showroom's work.
- Public Funding and Grants: Supported using public funding by Arts Council England. 40th Anniversary Programme supported by Cockayne Grants for the Arts (donor advised fund at The London Community Foundation). Mural commissions funded by Paul Hamlyn Foundation, Westminster City Council Culture and Community Grants Programme, and Australia Council for the Arts.
- Project Partnerships: Collaborative international projects with partner organizations. Women on Aeroplanes project co-produced with Iwalewahaus (University of Bayreuth) and funded by TURN Fund of German Federal Cultural Foundation, with collaboration from CCA Lagos, ifa Gallery Berlin, Museum of Modern Art Warsaw.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One-time purchase | Kay Abude 'Freedom with Respect' Limited Edition |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
THE SHOWROOM GALLERY product offering
Product offeringCore offering
The Showroom is a non-profit contemporary art gallery that commissions, produces, and exhibits new work by emerging and underrepresented artists, with a focus on socially-engaged practice. Its core offerings include rotating exhibitions, an annual facade mural commission, an annual public billboard commission at Paddington Square, a public events and performances programme, and a shop selling limited artist editions and publications. Admission is free and the organisation is sustained by donations, foundation grants, and public funding.
Product overview
THE SHOWROOM GALLERY is a contemporary art gallery in London known for its socially-engaged practice. The organization operates several interconnected programs: Exhibitions featuring emerging and underrepresented artists; The Showroom Mural Commission (an annual facade commission with community collaboration); Paddington Square x The Showroom (annual billboard installations); Events and performances; Publications including the Women on Aeroplanes series; a Shop selling editions and publications; and Resources including archived video, audio, and text materials. The portfolio functions as a unified arts organization where exhibitions, mural commissions, events, and publications often interconnect thematically.
Differentiator
Problem solved
Functional benefit
Products and services
- Exhibitions Contemporary art exhibitions at the Penfold Street gallery featuring emerging and underrepresented artists, often with socially-engaged practice. Open to the general public with free admission.
- The Showroom Mural Commission Annual facade commission on The Showroom's building exterior, with each invited artist collaborating with Church Street Ward communities to create a new artwork for the building's emblematic exterior.
- Paddington Square x The Showroom Billboard Commission Annual public billboard commission at Paddington Square, developed collaboratively with community groups and produced in partnership with LACUNA and Great Western Developments as part of the wider Paddington Square Public Art Programme.
- Events and Performances Public events including talks, performances, workshops, screenings, book launches, panels, and community gatherings complementing exhibitions and projects.
- Shop - Editions and Publications Online shop selling limited artist editions and publications. One-time purchases with funds supporting The Showroom's programming. Ships worldwide.
- Women on Aeroplanes Publications International research and exhibition project with associated inflight magazine publications documenting women's roles in liberation movements, co-produced with international partners.
Quantifiable outcome
- Annual mural commissions have been running since 2018, with 6+ artists commissioned for facade projects
- +1 more outcomes
Companies that use THE SHOWROOM GALLERY
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles5 records
THE SHOWROOM GALLERY technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
THE SHOWROOM GALLERY partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, flagship and minor.
- LACUNAcoreLACUNA is a leading cultural studio realising contemporary art in urban spaces. They collaborate with developers, city corporations, and landowners to connect artists with sites. LACUNA curates the wider Paddington Square Public Art Programme including the annual billboard commission partnership with The Showroom. Founding Director Stella Ioannou is also Artistic Director of Sculpture in the City.
- Great Western Developments LtdcoreJoint venture between Hotel Properties Limited (HPL) and Anchorage View Pte. Ltd. (AVPL). HPL develops premium residential and commercial properties including The Met Bangkok and Holland Park Villas London. AVPL is a Singapore-based property investment company. They commissioned the Paddington Square Public Art Programme.
- The Otolith CollectiveflagshipCuratorial partners for the Women on Aeroplanes international research and exhibition project. The collective (Kodwo Eshun, Anjalika Sagar, and Hannah Liley) co-curated the London iteration of this multi-part project with Emily Pethick and Elvira Dyangani Ose.
- Iwalewahaus, University of BayreuthflagshipInternational co-producer of Women on Aeroplanes project alongside The Showroom. Part of German Federal Cultural Foundation TURN Fund initiative with CCA Lagos, ifa Gallery Berlin, Museum of Modern Art Warsaw.
- Long Distance Press (Adam Shield and Thomas Whittle)flagshipCollaborative artist duo who established postal art project in 2013. Working between Glasgow, Newcastle, London and Edinburgh. Created Paddington Square billboard 'Hand Over Hand' (2025-26) and participated in Adam Shield's Amp Envelope exhibition. LDP publishes artist books and editions with invited artists.
- Middle Eastern Women & Society Organisation (MEWSO)coreBased in Church Street Neighbourhood Centre NW8. Community collaborators on Mandy El-Sayegh's mural commission 'This is a Sign: Notes on Assembly'. Contributors include Hasnaa Fathi, Iman Morsy, Karima Nasr, and others.
- Other CinemasminorFilm project focused on Black and non-white filmmakers, creating networks for creatives and documenting community stories. Curated Diaspora: Displacement and Belonging screening programme at The Showroom and The Cockpit.
- The CockpitminorPerformance venue in NW8 serving emerging artists and community projects. Hosted Part 1 of Diaspora: Displacement and Belonging double-screening event alongside The Showroom.
- Church Street LibrarycoreCommunity partner in Church Street neighbourhood. Worked with Adam Shield on research into radical community print groups and poster workshops. Part of local collaboration network.
- MEWSo (Middle Eastern Women & Society Organisation)coreCommunity organisation in Church Street Ward. Collaborated with Long Distance Press on 'Hand Over Hand' Paddington Square project. Also participated in Kay Abude's mural commission.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
THE SHOWROOM GALLERY competitors and assessment
Company assessmentDirect peers
- South London Gallery: Non-profit contemporary art gallery offering exhibitions, education, and community engagement programmes. Similar Arts Council-supported structure and audience-development focus to The Showroom.
- Chisenhale Gallery: East London non-profit commissioning gallery supporting emerging and underrepresented artists through exhibitions and off-site programmes. Directly comparable as a small, mission-driven London gallery with similar Arts Council-supported funding profile.
- Camden Arts Centre: Non-profit contemporary arts organisation in north London (close to The Showroom's NW8 location) commissioning emerging artists and running education and community programmes. Highly comparable operating model and audience.
- Gasworks: London-based non-profit contemporary art gallery commissioning residencies and exhibitions with international and UK-based artists. Closely comparable in mission, scale, and operating model to The Showroom's residency-style commissioning practice.
- Matt's Gallery: Small London non-profit gallery supporting experimental practice by established and emerging artists. Comparable in scale (small team), mission focus on risk-taking, and public-funding model.
Emerging players
- Auto Italia South East: Peer-led London non-profit art organisation focused on collaborative, experimental and socially-engaged practice. Comparable as a younger, similarly sized London non-profit with an artist-led ethos.
- Hollybush Gardens: Small London non-profit gallery space run by an artist collective, hosting exhibitions and projects. Comparable as a small, mission-driven artist-led London space with limited commercial orientation.
Broad incumbents
- Whitechapel Gallery: Established East London non-profit gallery with a much larger programme, larger team, and broader audience reach. Comparable as a London non-profit contemporary art institution but operates at significantly greater scale.
- Serpentine Galleries: Major London non-profit contemporary art organisation commissioning international artists, with a high-visibility public programme and major institutional partnerships. Comparable in commissioning ethos but operates at much greater scale.
- ICA (Institute of Contemporary Arts): Long-established London non-profit combining contemporary art exhibitions with cinema, talks, and performance. Comparable as a mission-driven contemporary arts organisation but with a broader portfolio including performing arts.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
THE SHOWROOM GALLERY social profiles
Digital presenceTHE SHOWROOM GALLERY financial estimates
Financial estimateRevenue estimate
Valuation estimate
THE SHOWROOM GALLERY leadership team
Management profileNumber of profiles
THE SHOWROOM GALLERY funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
THE SHOWROOM GALLERY 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 THE SHOWROOM GALLERY
What does THE SHOWROOM GALLERY do?
The Showroom is a non-profit contemporary art gallery that commissions, produces, and exhibits new work by emerging and underrepresented artists, with a focus on socially-engaged practice. Its core offerings include rotating exhibitions, an annual facade mural commission, an annual public billboard commission at Paddington Square, a public events and performances programme, and a shop selling limited artist editions and publications. Admission is free and the organisation is sustained by donations, foundation grants, and public funding.
Is THE SHOWROOM GALLERY a public or private company?
THE SHOWROOM GALLERY is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was THE SHOWROOM GALLERY founded?
THE SHOWROOM GALLERY was founded in 1982. It employs 1 to 10 people.
Where is THE SHOWROOM GALLERY based?
THE SHOWROOM GALLERY is headquartered in London, United Kingdom, in the Europe region.
How does THE SHOWROOM GALLERY make money?
Four revenue lines are on record. Individual Giving and Donations are the primary driver. The others are shop Sales, public Funding and Grants and project Partnerships.
Who are THE SHOWROOM GALLERY's main competitors?
Direct peers on record are South London Gallery, Chisenhale Gallery, Camden Arts Centre, Gasworks and Matt's Gallery. Emerging players are Auto Italia South East and Hollybush Gardens. Broad incumbents are Whitechapel Gallery, Serpentine Galleries and ICA (Institute of Contemporary Arts).
Does THE SHOWROOM GALLERY have an API?
No public API is recorded for THE SHOWROOM GALLERY.
What industry is THE SHOWROOM GALLERY in?
THE SHOWROOM GALLERY's product category is Contemporary Art Gallery. Its primary akta.pro industry code is THAJADAH, Art Galleries & Exhibition Spaces (Commercial & Nonprofit). Its NAICS code is 459920.