Not too long ago we settled on the name for our art space - Artbox Modern. Perhaps I’d earn more kudos if I described the lengthy, rigorous, scientific process that we used. But I’d be stretching the truth somewhat. Rather, it was just paper, pencil and lots of showers - best ideas come from showers!

That said, coming up with a name for a retail business, probably, should not be done in a vacuum (or the shower). After all, today most of the names, logos and brands we see around us have been designed, curated, focused, ideated (not sure if it’s a real word), tested, brainstormed, consulted, surveyed, researched, polled, googled, and so on.

So, what is a wife-and-husband start-up art business to do? Well, we asked a handful of our closest friends for opinions. And, of course, we got more than a handful of answers - all well-reasoned, all compelling, and all different.

The results.

• ArtBox.
• Artbox Modern.
• ArtSpace
• art251 (#251 is our building address)
• Space251
• Gallery251

It turns out that “Artbox Modern” may frighten some potential customers - it’s too, well, modern and “out-there”; “Gallery251″ may be too pretentious; “Space251″ too obscure; “Artspace” already in use; “art251″, may be limiting because of the street number in the name.

So, where are we as of January 30? We’re still thinking and showering!

When we first started on this adventure we decided that the “space” would need to look unique. Some words that describe it: sleek, contemporary, uncluttered, bold, open, approachable, clean, inviting.

Though, sometimes it’s easier for us to describe what we’re not. So, Artbox Modern is not a typical art gallery, not a typical retail store, not a typical gift store, not a crafts shop.

Now our challenge is to find a great retail / industrial designer who can translate our words into reality. And, the greater challenge will be to get this all done within our budget. I’ve sounded out some of the top local and national design firms, but their fees are mostly beyond our reach. We’re also pinging nearby design and architecture schools for talent.

So, do you know any good independent designers, or small design firms? Let us know, here.

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I’ve built a couple of web based businesses. It’s certainly fun and rewarding to take a concept, often initiated on the ubiquitous paper napkin, and make it come alive on the internet.

That said, it pales in comparison with constructing a business built upon bricks rather than clicks. So, as we reach the point of no return — the lease signing, we’re anxiously and eagerly anticipating the controlled chaos that will ensue as we start assembling the puzzle:

store design, fixtures, business model, security system, point-of-sale, flooring, insurance, dropped ceilings, acoustics, window treatments, customer acquisition, marketing collateral, logo, employees, storage space, architectural drawings, bathroom, ADA, artists, consignment policy, lighting plan, business telephone, HVAC, contractors, counters, advertising, sound system, walls, financing, signage, permits…

It really does seem overwhelming. Regardless, it’s a great learning experience! Oh, and of course to be successful nowadays we’ll need a fully functioning e-commerce, internet presence as well. So, I end up going full circle — back to the clicks.

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Yes! We launched our website today. You can find it here.

Initially, we’ve focused the website on giving artists more information about our business. So, over the coming weeks, you’ll get to see our personal and business philosophy, our art submission guidelines and artist consignment agreements.

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