Challenge

Macklowe established a differentiated position in the contemporary art space by curating compelling works and fostering personal, trust-based relationships with collectors. Its growth was fueled by a strong point of view, a discovery-led experience, and a gallery environment that felt human and intimate—qualities that helped it cultivate a loyal collector base and surface emerging artistic voices.

As the gallery expanded digitally and collectors began engaging across more channels, Macklowe reached an inflection point. Evolving expectations around personalization and communication created a need for a more structured approach to organizing and activating collector insights. To scale its high-touch service without losing the qualities that made it distinct, Macklowe partnered with Bueno & Co. to evaluate how client information was captured and used, identify opportunities to modernize engagement practices, and define the strategic foundation for a more cohesive, data-supported collector experience.

Solution

Bueno & Co. conducted a comprehensive clienteling audit rooted in qualitative interviews, workflow reviews, and analysis of existing systems and customer information. The engagement focused on understanding how collector insights were currently gathered and mobilized, and where enhancements could better support ongoing relationships and long-term loyalty.

Through this work, we identified the core elements required to advance Macklowe’s clienteling maturity: centralized visibility into collector interactions, a clearer framework for personalized outreach, and an operating model that enables staff to anticipate needs earlier in the relationship. These strategic pillars informed a set of hypotheses and direction for how the gallery could evolve its practices in a way that strengthens—not replaces—the personal expertise at the heart of the brand.

The engagement culminated in an audit report outlining the gallery’s clienteling opportunity areas, strategic priorities, and a phased roadmap for improving systems, workflows, and organizational alignment. The recommendations equipped Macklowe with clarity on where to invest, how to scale its approach, and what capabilities would enable more consistent, differentiated collector experiences across touchpoints.

Results

Macklowe now has a clear, actionable foundation for elevating its clienteling capabilities and deepening relationships with collectors. The work aligned the team around shared priorities, clarified the role of data and tools in supporting personalized service, and established a roadmap that supports sustainable growth without compromising the gallery’s artistic sensibility. With a more intentional approach to engagement, Macklowe is positioned to enhance loyalty, expand its reach, and build on the strengths that have made it a respected name in contemporary art.