Continua paints a picture of optimism

Production costs for sculptures and installations, as well as running expenses, in the 798 Art Zone of Beijing also rose rapidly after the 2008 financial crisis. So, the gallery now holds three exhibitions each year, compared to four to five before 2008.

"It's a very hard place to be," she said. "People are eager to see more art from all over the world, but the bureaucratic situation in China is so complicated. It really penalizes you whatever option you take. If you come here to do business, it's not easy to see the results."

However, the idea of closing the gallery in Beijing to open in another more business-friendly environment has never crossed her mind.

"There is a certain magic atmosphere in Beijing," she said. "To have a gallery here is like having an important window. People come from all over the world to see the installations we do.

"Even though it's difficult to sell, we still do it, because by presenting such important work, we give another view of the artist's work. Maybe because you have seen the installation, you become interested in the artist and you might purchase something smaller."

The space modeled from an old factory in the 798 Art Zone is also something the gallery would find impossible to give up.

"It feels almost like home. This space is really loved. It is completely empty and white. It's like giving an artist a complete white canvas and saying, 'Get crazy, do whatever you want.' It's really demanding and challenging. They do the best they can because they know that this is a big thing to be represented here."

The Italian company of Continua is based in San Gimignano, a small medieval town near Florence. It has another gallery in an outer suburb of Paris, "in the middle of field with cows and a river".

"None of these places is an easy location for a gallery to operate in," Beltrame said. "If we wanted to make money quickly, we would have a branch in New York, Hong Kong or London.

"But Continua believes that art is something you have to enjoy — just as in life you enjoy eating, drinking and the weather."