Unit

What Unit does

Unit is a contemporary art gallery headquartered at 3 Hanover Square in Mayfair, London, operating under Unit London Limited, a private limited company registered in England and Wales. The gallery presents rotating exhibitions of contemporary and digital art, represents a roster of artists including those working in generative and Afro-diasporic practices, and runs parallel commercial operations across physical sales, an online editions store, and an NFT/Web3 platform accepting cryptocurrency.

Unit generates revenue through multiple streams: primary market sales of original artworks (quote-based, enquiry-driven), limited edition prints and artist multiples sold via editions.unitlondon.com, NFT/digital art sales denominated in ETH (examples in inventory include works priced at 2–5 ETH), revenue from international art fair participation (1-54 Contemporary African Art Fair, Expo Chicago, Cape Town Art Fair), and exhibition catalogue sales tied to institutional presentations such as the Venice Biennale. The underlying technology stack is conventional for a contemporary gallery: HubSpot and Salesforce for CRM, Artlogic for gallery management, MailChimp for newsletters, Shopify for editions commerce, and a custom wallet-connect NFT purchasing flow.

The gallery serves four identifiable customer segments: high-net-worth private collectors (primary), museums and cultural institutions (LACMA, SFMOMA, PAMM, V&A, Château La Coste — referenced as acquisition or programming partners rather than recurring commercial customers), corporate collectors, and digital-native NFT collectors. Distribution is multi-channel, combining direct gallery sales, international art fairs, the online editions store, the NFT platform, and international exhibition venues including the 60th Venice Biennale (2024) and the 61st Venice Biennale (2026, Uganda representation).

Name

Unit

Legal name

Unit London Limited

Website

https://unitlondon.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Unit is a contemporary art gallery in Mayfair, London, that exhibits and sells original artworks, limited edition prints, and NFTs by represented contemporary artists to private collectors, museums, and digital art buyers via gallery, art fair, and online channels.

Ownership category

akta.pro rank

Product category

Contemporary Art Gallery

NAICS

Art Dealers (459920), Art Dealers (45992)

akta.pro primary industry

General NFT Marketplaces (Multi-Category) (FSADANAA)

Keywords

• Contemporary art gallery
• Limited edition prints
• NFT digital art
• Artist representation
• Art exhibitions

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Original Artwork Sales: Primary revenue from selling original contemporary artworks through gallery exhibitions, art fairs, and private sales. Collectors purchase through enquiry-based sales process.
2. Limited Edition Prints and Editions: Sale of artist editions, archival prints, and merchandise through the online editions store (editions.unitlondon.com). Products include giclée prints, silkscreen prints, and artist monographs.
3. NFT/Digital Art Sales: Sale of digital artworks as NFTs, including interactive HTML works, with prices listed in ETH cryptocurrency.
4. Art Fair Participation: Revenue from participating in international art fairs including 1-54 Contemporary African Art Fair, Expo Chicago, and Cape Town Art Fair.
5. Exhibition Catalogues: Sale of exhibition catalogues and publications associated with major shows like the Venice Biennale presentation.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Unit is a contemporary art gallery that presents exhibitions and sells original artworks, limited edition prints, NFTs, and related digital art projects. It operates a physical gallery in Mayfair, London, an online editions store, and a blockchain-based NFT/Web3 platform, while representing contemporary artists and participating in international art fairs and biennales.

Product overview

Unit is a contemporary art gallery in Mayfair, London that operates as a physical gallery space combined with a digital art platform. The gallery's core offerings include physical exhibitions in their Mayfair space, NFT/digital art sales through blockchain technology, and a limited editions store for artist prints and multiples. The gallery represents contemporary artists and maintains a digital presence through Unit Voices (editorial content), Web3 initiatives, and Venice Biennale presentations. The product portfolio consists of the physical gallery experience, NFT digital artworks (including interactive works), limited editions/prints store, and editorial/Voices content.

Differentiator

Problem solved

Functional benefit

Brands

• Unit Digital: Digital platform for NFT artworks and digital art collectibles
• Unit Editions

Products and services

• Gallery Exhibitions Physical contemporary art exhibitions held at Unit's Mayfair gallery space, featuring rotating solo and group shows by represented and featured artists. Original artworks are sold through enquiry-based private sales to collectors and institutions.
• NFT Digital Art Digital artworks sold as NFTs (Non-Fungible Tokens) on the blockchain, including interactive HTML works, video NFTs, and unique digital originals. Purchases are completed via cryptocurrency wallet connection with prices listed in ETH.
• Editions Store Online storefront for limited edition prints and artist multiples, including gicl\u00e9e prints, silkscreen prints, and artist monographs. Operates through Shopify integration at editions.unitlondon.com.
• Venice Biennale Presentations Curated exhibition programming at the Venice Biennale, including group exhibitions featuring Afro-diasporic artists in international venues such as Palazzo Pisani S. Marina.

Quantifiable outcome

• Multiple artists represented have achieved museum acquisitions including LACMA, SFMOMA, and Pérez Art Museum Miami
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• LACMA (Los Angeles County Museum of Art)coreStrategic or Co-development Partner · 20 June 2024Hosted webinar with Tyler Hobbs and Casey Reas, moderated by LACMA curator Dhyandra Lawson. LACMA has acquired works by Unit artists. Joint programming between gallery and museum.
• SFMOMA (San Francisco Museum of Modern Art)coreStrategic or Co-development Partner · 17 June 2024Acquired pioneering art by Tyler Hobbs alongside LACMA, indicating institutional recognition of Unit's artist roster.
• Victoria and Albert MuseumcoreStrategic or Co-development Partner · 24 April 2024Hosted Casey Reas workshop at the V&A on 25th April 2024, providing hands-on generative art education to participants of all skill levels.
• Indie A. Choudhury (The Courtauld Institute of Art)coreStrategic or Co-development Partner · 17 April 2024Curated the Venice Biennale exhibition 'In Praise of Black Errantry' featuring 19 Afro-diasporic artists. Indie A. Choudhury is Lecturer in Modern and Contemporary Art at The Courtauld Institute of Art, specializing in Black Atlantic art cultures.
• Palazzo Pisani S. MarinacoreStrategic or Co-development Partner · 1 January 2024Venue for Venice Biennale exhibition 'In Praise of Black Errantry'. The 15th-century palazzo in Cannaregio, Venice, previously hosted the Diaspora Pavilion in 2017.
• Château La CostecoreStrategic or Co-development PartnerPartnership for Jess Allen's exhibition 'There's A World Out There' at the Richard Rogers Gallery in Provence, France.
• Erika WeitzminorStrategic or Co-development PartnerExpert in 19th-century wet-plate collodion photography who collaborated with Casey Reas on 'Technical Images' series.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• White Cube: White Cube is one of the largest contemporary art galleries globally with a flagship in London's Mayfair (and additional Bermondsey/Hong Kong spaces). It represents many blue-chip and mid-career contemporary artists and competes head-to-head with Unit for Mayfair collector foot traffic and primary sales.
• Stephen Friedman Gallery: Stephen Friedman Gallery is a contemporary art gallery with two Mayfair spaces representing international contemporary artists. It competes directly with Unit for London collector attention and participates in the same international art fair circuit.
• Tiwani Contemporary: Tiwani Contemporary is a London gallery focused on contemporary artists from the African continent and diaspora. It is the closest direct competitor to Unit's Afro-diasporic curatorial focus and competes for the same collectors, institutional partnerships, and 1-54 art fair audience.
• Goodman Gallery: Goodman Gallery operates galleries in London, Johannesburg, and Cape Town, representing established and emerging African contemporary artists. Comparable to Unit through its Afro-diasporic artist focus, art fair participation (1-54, Cape Town), and international institutional reach.
• Lisson Gallery: Lisson Gallery is a long-established London contemporary gallery with locations in Mayfair and additional international outposts. It represents major mid-career and established artists and is a direct competitor to Unit for London-based institutional collectors.
• Sadie Coles HQ: Sadie Coles HQ is a leading Mayfair contemporary art gallery representing artists such as Sarah Lucas, Helen Marten and John Currin. It directly competes with Unit for Mayfair exhibition space, collector relationships, and representation of contemporary artists.
• Victoria Miro Gallery: Victoria Miro is a London-based contemporary gallery with spaces in Wharf Road and Mayfair, representing artists such as Yayoi Kusama and Chris Ofili. Comparable to Unit in scale and London-centric collector base, with overlap in international fair presence.

Broad incumbents

• Pace Gallery: Pace Gallery is a leading international contemporary gallery with locations including London and a major digital art initiative (Pace Verso). Pace Verso directly overlaps with Unit's NFT and digital-art programming at the institutional level.
• Hauser & Wirth: Hauser & Wirth is a global mega-gallery with multiple locations including London and a strong digital/online sales platform. As a much larger incumbent, it competes with Unit at the upper end of the contemporary market and represents artists at a similar scale of institutional prestige.

Emerging players

• SuperRare: SuperRare is a curated NFT marketplace for 1/1 digital artworks, comparable to Unit's NFT platform in offering curated, single-edition digital art sales. It overlaps directly with Unit Digital's product and competes for the same digital-art collector wallet.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/unitlondon
• Facebookfacebook.com/unitlondon
• Instagraminstagram.com/unitlondon
• LinkedInlinkedin.com/company/unit-london

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Unit