Penthouse Gallery
Art shaping the atmosphere of every event.
Bucharest, Romania · Event Space · 2014
Penthouse Gallery was an event space, not a conventional gallery. Its programme brought together private gatherings, social occasions and product launches in fashion and beauty, with art providing a distinctive visual identity across changing event formats.
Conceptiones developed the concept, curated the artwork and supplied and produced the fine-art photography programme. On average, more than 30 works formed the visual setting. We also produced large-format, wallpaper-type installations from graphic works by Dan Andrei, translating original imagery to architectural scale. The photographs could be purchased, allowing guests to take an artwork beyond the event and into their own collection.
Project at a glance
- Year
- 2014 concept and artwork programme
- Scale
- More than 30 works on average
- Medium
- Fine art photography
- Installation
- Wall-scale prints after Dan Andrei graphic works
- Events
- Social, fashion and beauty events
- Audience
- Private gatherings and launches
- Availability
- Works available to acquire
The brief
Create an art-led identity for a flexible private event space. The environment needed to support very different occasions without becoming anonymous: product launches, fashion and beauty presentations, social gatherings and private events each required a strong setting that could remain recognisable while adapting to a new audience and purpose.
Not a gallery. An event space shaped by art.
The name Penthouse Gallery described the importance of art within the venue, but its function was hospitality and events. The photographs were not presented as a separate exhibition visitors moved through; they shaped the rooms in which people met, launched products, celebrated and socialised.
This distinction guided the curation. Works needed to hold their presence alongside event lighting, people, branding and temporary installations while contributing to an atmosphere that felt cultured, contemporary and private.
A flexible photographic programme
Conceptiones curated, supplied and produced an average programme of more than 30 fine art photographs. The selection created continuity across changing events while allowing the visual rhythm of the space to evolve.
Photography was particularly suited to the venue: it could establish a strong point of view, respond to fashion and beauty contexts and remain legible at the scale and pace of a social event.
Graphic work at architectural scale
Alongside the framed photography, Conceptiones produced large-format, wallpaper-type prints from graphic works by Dan Andrei. Applied across entire wall and door surfaces, the imagery became part of the architecture rather than a conventional framed object.
These installations gave the space a second visual register: immersive, immediate and strong enough to define a room. They demonstrate how an original graphic language can be translated responsibly into a site-specific, wall-scale artwork while retaining a clear connection to its author.
Art within the event experience
The works acted at several levels: as a backdrop to the overall atmosphere, as visual anchors within the rooms and as individual pieces guests could discover during an event. Art added specificity without limiting how the venue could be used.
This made the programme more than decoration. It gave the event space a cultural identity that could coexist with commercial launches and private occasions without allowing temporary branding to define the entire environment.
From event encounter to private collection
The displayed photographs could be purchased. Guests encountered the work in a social context, spent time with it during an event and could acquire a piece that had become part of that experience.
The Conceptiones case study records this 2014 acquisition model. It does not represent current venue operation, artwork availability or an online sales offer.
Direct answers
What was Penthouse Gallery?
Penthouse Gallery was a private event space in Bucharest hosting social occasions, product launches and fashion, beauty and private events. It was not operated as a conventional gallery.
What did Conceptiones deliver?
Conceptiones developed the concept, curated the art and supplied and produced an average programme of more than 30 fine art photographs, together with wall-scale prints after graphic works by Dan Andrei.
How did art support different events?
The photography gave the space a recognisable cultural identity while remaining flexible enough to coexist with changing guests, lighting, temporary branding and event formats.
Could guests acquire the photographs?
Yes. The displayed works could be purchased during the project's operation, extending an event encounter into a private collection.
Could art give your event space a distinctive identity?
We develop curated artwork programmes that remain coherent across changing audiences, formats and occasions.