Meet Marina Dojchinov, the Gallery Owner Helping New York’s Struggling Artists During COVID-19
Photo courtesy of Marina Dojchinov.
The rise of COVID-19 in the United States has affected much of the population in tragic ways. Lost jobs are forcing an unprecedented number of Americans on unemployment, and America’s artist community, among others, is struggling. Entrepreneur, gallerist, and curator Marina Dojchinov is working to support those effected in New York, through her newest project, The Zero Experiment.
Inspired by New York City’s tradition of galleries opening their doors on Thursdays, The Zero Experiment is a fully interactive, virtual experience that anyone can join every Thursday. The impressive roster of artists includes hyper-feminist Annika Connor, who was recently commissioned by Google to do a mural, as well as 3D painter Eddy Bogaert. At the end of each Thursday experience, the featured artist’s pieces are put on sale, with proceeds going to both the artist as well as a COVID-19 related charity.
The woman running the show, Marina, is somewhat of a wonder. The Croatian War of Independence forced her family to migrate to Australia when she was three years old. She grew up in the middle of nowhere, with a picture of New York City on her wall, promising her parents she would one day move there to work in the fashion industry. Her aspirations allowed her to travel all over the world, include a six-month stint in Spain where she just lay by the beach and read bookS.
She made it to New York thanks to a job opportunity at PROMO Magazine, where she served as editor-in-chief. Eventually she made the move from fashion to the art world, and by 26, Marina owned her own gallery, 3Squared Gallery. She reflects on the many times that customers would refuse to believe that she, a woman so young, could manage her own space. But she did, and she did it well.
Photo courtesy of Marina Dojchinov.
There’s a beauty and a curse to New York City. Filled with art, it’s also often plagued by snobbery. With so many people aiming to both fit in and stand out, the city can be a cruel place. Marina managed to succeed in her business by creating a sense of community, and within three years, her gallery was the go-to in Chelsea.
“In New York, you had to be a part of this elusive secret society,” she said. “I wanted to create a community where everyone was welcome. I broke a lot of emerging artists into the market. A lot of artists that have never shown in the U.S. I was very inclusive in my artist space. I’m a huge feminist and I love to see females thrive.”
She attributes that attitude towards her fellow humans as something she learned through her travels and the places she’s lived in throughout the world.
“I learned to accept people as they are. It gave me more of a rounded view of humanity. It’s okay to be a little bit different, a little bit quirky. No matter where you are in the world you can always find your niche.”
In addition to being a gallerist and curator, Marina is an educator. In the past, she was invited by the Parsons School of Design to be a guest lecturer and is set to teach at Columbia University this spring on how to turn art into a business.
And to anyone who’s not a student at Columbia enrolled in that class, Marina hopes to pass on two pieces of advice. The first, don’t take no for an answer. And the second, push through.
“Being an entrepreneur is strange. You come up with an idea, and then you have to go through the process of making it into reality. And there are so many steps in between. There are times when you’re going to wake up and say, I don’t want to do this anymore. This is the worst idea. But always push through and always keep your end goal in mind.”
Connect with Marina through her website or via Instagram, at @nyc_iconic_.
Want to attend a virtual art show? RSVP here.