Julia Wolf

Background

About Julia Wolf

With seven years of experience at Sotheby’s Auction House and currently a PhD Candidate at the Royal College of Art in London, I bring a unique combination of industry insight and academic depth to my work. My career has spanned key roles in the art world, from auction houses to contemporary gallery spaces, equipping me with a deep understanding of art markets, client engagement, and the evolving dynamics of public relations and marketing within this distinctive sector. As co-founder of HALLE13, an artist-led gallery in Vienna, I am dedicated to creating immersive, experimental spaces that support contemporary art practices and foster community engagement. HALLE13 focuses on bridging the gap between artists and audiences, providing a platform for innovative, speculative, and boundary-pushing art experiences. I further refined my expertise in art marketing and communications through a course at the Sotheby’s Institute of Art, which focused on strategies specific to the visual arts. This training covered the tactics required to create integrated marketing and public relations campaigns within the art world, from brand identity and digital engagement to audience research and media planning. Designed to meet the complex needs of galleries, artists, museums, and auction houses, the course emphasized leveraging digital platforms and social media to build and deepen audience relationships. Alongside my gallery work, my PhD research explores the intersection of choreography, generative AI, and digital culture. I am particularly interested in how bodies and machines engage in reciprocal, emergent forms of choreography, using platforms like TikTok and motion capture technology as experimental landscapes. My work proposes that dance and AI can create new forms of intelligence—distributed, generative, and embodied—that deepen our understanding of human-machine interaction. Combining my professional experience, academic research, and commitment to community-driven art spaces, I am passionate about advancing the intersection of art, audience, and innovative engagement strategies.