was founded. Koller advised the artists to use the technique of limited edition graphics as they could be sold better, and it also meant that artworks of high quality were affordable for a broader public. For the sales he developed his own net of agents. The geniality of the idea was soon visible: his leading artists gained such popularity they would have never dreamed of, all the while forming the artistic taste of a whole generation. Above all ?The Koller? was not a gallery, rather the gallerist, György Koller, turned into an institution.