The founders of LUMAS, Stefanie Harig and Marc Alexander Ullrich, are enthusiastic art collectors. With LUMAS, these experienced entrepreneurs turned that passion into a profession.
Their goal was to make high-quality art affordable for a wider audience of art enthusiasts including new collectors. “Traditional galleries tend to offer large-format, one-off pieces or limited editions of three to five prints. Understandably, this makes the prices high, more targeted towards experienced collectors, institutions, and museums. For those looking for affordable yet authentic art, there is a big gap in the market. LUMAS was created to close that gap and create a new space for art that speaks to all art enthusiasts.”
After the first LUMAS gallery opened at Berlin’s famous Hackescher Markt in 2004, many locations followed. These days, LUMAS now has over 37 galleries around the world in cities like New York, Paris, London, Seoul, and more.
WhiteWall came into play, as more and more people visited the LUMAS galleries and asked if they could order their own images in the same quality as the LUMAS editions. The photo laboratory already produced exclusively all of the LUMAS art editions, thus it was pretty clear to open WhiteWall to a broader audience in 2007.
With 12 global websites and showrooms in ten cities around the world, WhiteWall is fully embracing its multi-channel concept. Apart from the online presence, the stores give customers a chance to experience the entire product range firsthand and to consult one-on-one with experts about printing, mounting, and framing their own photos. Locations include Berlin, Munich, New York, Paris, Vienna, Zurich and more.