The article discusses the history of the artistic enterprise of Edme-François Gersaint, the largest French marchand of the fi rst half of the 18th century. Gersaint’s art shop depicted by A. Watteau (1720) had a decisive infl uence on the formation and development of the gallery business in Western Europe: exhibitions and auctions, catalogues, advertising graphics, that were parts of Gersaint’s activity, were new in the artistic life and professional practice of marchands of the 18th century. Identifi cation of all aspects related to Gersaint’s activity shows the perspectiveness of historical and cultural analysis of the art market development.
Key words: artistic life, gallery, art shop, marchand, Edme Gersaint, Antoine Watteau.
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