turningart.com
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TurningArt: The B2B Artwork-as-a-Service Play
How a 42-person team is monetizing office aesthetics at $8.4M revenue
In a world where every company claims to be a tech company, TurningArt is quietly building a high-margin service business around physical art. They've turned wall space into a recurring revenue stream, proving that the oldest form of decoration can be a modern subscription.
"They aren't selling art—they're selling atmosphere. And that's a $4B addressable market."
The Subscription Art Revolution
TurningArt's core insight is brilliant in its simplicity: corporations spend millions on office space but treat art as a one-time capital expense. By reframing art as a service (AaaS), they tap into OpEx budgets that refresh annually. Their model—curate, rent, rotate—creates lock-in that a one-time gallery sale never could.
The Human Algorithm
With 42 employees and 8.4M in revenue, that's ~$200K per employee—excellent efficiency for a hybrid physical-digital business. Their team structure reveals the playbook: 5 key executives, dedicated client services, and strategic partnerships. This isn't a tech company with a support team; it's a service company powered by tech.
The website screams enterprise focus. The H1 tag 'Artwork as a service' appears five times—repetition that borders on obsession. They're not trying to be a marketplace; they're positioning as a managed service provider for corporate aesthetics. The Tailwind CSS and Bootstrap stack suggests a pragmatic, speed-over-flash engineering culture.
- Recurring revenue from art rental vs. one-time sales
- Curated service for corporate clients (not individual consumers)
- Physical logistics + digital curation hybrid model
- Strategic partnerships as a growth channel
- Trustpilot integration for social proof
The Verdict: A Quiet Giant in Experiential B2B
TurningArt proves that unsexy service businesses with tech enablement can outperform pure SaaS in actual profitability. They're not chasing unicorn valuations—they're building a sustainable, defensible business by owning a specific corporate need. The question isn't whether they'll scale; it's whether they'll stay niche or expand into adjacent verticals like healthcare or hospitality.
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Art Advisory - TurningArt
Art advisory service & consultant. Discover curated artwork for your space to purchase or rent.
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Reviews (20)
Art made easy for busy property managers
Started this process with a high level of skepticism, and ended with a super rewarding experience with the Turning Art team. Grace supported me and my team through the entire curation process - picking pieces that aligned with the energy we wanted to bring into the space. The pieces are showstoppers and we are getting lots of compliments from our clients. The operations team is equally responsive and organized. They made sure to coordinate the install for us and send the most efficient installers to our facility. If you are a busy property manager in NYC and want to have quality art but lack the time to pick the pieces yourself - I highly recommend this service!
We didn't end up using the service of…
We didn't end up using the service of this company due to finding a local artist that is a friend last minute. However I was very impressed with the service that was provided in the initial stages of finding out what our needs were and what would work best with our budget. They have all different options and levels to make it easy and affordable for all. As well as a very cool tool to pick out art that appeals to you! Thank you so much for all dedication to making sure we made the right choices for us!
Photographic Art is a hard sell
Photographic Art is a hard sell. People do not seem to be drawn to it as they are other art forms. However, TurningArt has helped me get my works out to public and hanging on walls all around the country. It isn't the money so much as it is knowing that people are seeing my works, and hopefully, enjoying it as much I did producing it.
The whole process with Turning Art was…
The whole process with Turning Art was beyond our expectations. From the planning, gaining input from our team, quality of the art and professionalism of the installers. The art is fantastic - we got to select what fits our company and our culture - would highly recommend this team.
Exceptional Service and Experience
Our firm worked closely with Becca Cachion and her team for months on our selection of four pieces for our new 2,100 square foot office along the Embarcadero in San Francisco. While the scope of this order was quite small compared to TurningArt's other clients, I felt like we were their only one. Becca's professionalism, attitude, and caliber of work were impressive from the onset. She was proactive with her helpful suggestions and ever-patient with our firm's persnickety approach and ultra-high standards. Having now gone through the process, I've learned a great deal about interior design and what "looks best" in an office setting; a credit to Becca's expertise and collaborative/warm disposition. TurningArt continuously went above and beyond by joining our (many) planning calls, quickly producing new iterations of mock-ups for review, and ensuring that we were always happy as clients. From start to finish, we felt taken care of and prioritized; even the installation technician was sharp and helpful. Most importantly, everyone in our international firm is thrilled with the final product that complements our new space so well. I highly recommend using TurningArt to service your office's decor and I look forward to working with them again for our next rotation of pieces. Thank you!
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About turningart.com
Art advisory service & consultant. Discover curated artwork for your space to purchase or rent.
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turningart.com uses 18 technologies across their website including Font Awesome, Google Fonts, Ruby on Rails, Contentful, and more.
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Font Awesome, Google Fonts
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Ruby on Rails
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Contentful
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jsDelivr
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Amazon Web Services, AWS CloudFront
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HubSpot
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