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# Gagosian Wants You to Shop Small?
- URL: https://hyperallergic.com/gagosian-wants-you-to-shop-small/
- Published: 2014-05-27T03:28:20.000Z
- Updated: 2025-11-24T16:44:20.000Z
- Description: The Madison Avenue Gagosian shop has a sign encouraging you to "Shop Small." Um, what?
- Author: Hrag Vartanian
- Tags: Opinion, Gagosian Gallery, #wp, #wp-post, #image-position-hidden, #Import 2025-11-24 07:03 (2014, 2015, part 1)

![BogNn-sIcAMwUdB-640](https://storage.ghost.io/c/51/f8/51f871d8-b6be-4a73-b958-0ca4fff0110a/content/images/hyperallergic-newspack-s3-amazonaws-com/uploads/2014/05/bognn-sicamwudb-640.jpg)

A Shop Small sign on Gagosian Gallery’s door. (via @CasadeCosta)

When American Express started their [Shop Small](https://www.americanexpress.com/us/content/small-business/shop-small/about/?linknav=us-open-shopsmall-homepage-readmore&ref=hyperallergic.com) project, which trumpets that “small businesses are the heartbeat of our communities,” I can’t imagine they would have pictured the Madison Avenue Gagosian shop as a poster child for the campaign.

But this past weekend, a [friend of Hyperallergic](https://twitter.com/CasadeCosta/status/470641142791680000/photo/1?ref=hyperallergic.com) spotted the sign on the door of the über-gallerist’s Upper East Side shop. With a business empire (16 locations in seven countries) that spans the globe, it might be a stretch to think of Gagosian as a “small business.” I mean, that’s rich … or is it superrich?