It is the Gallery's mission to exhibit and promote the work of contemporary South African artists. Pan-African and other international artists are however not excluded.

The gallery aims to:

-- Promote young, upcoming and previously unrecognised as well as established artists working in a contemporary idiom;

-- Maintain the criteria of quality, relevance and concept in art exhibitions and promotions;

-- Deconstruct artmaking cultures of cliché;

-- Maintain an educational function by introducing the public to the issues of taste, quality and relevance in artworks by way of exhibitions, walkabouts, short courses and workshops in art-related aspects;

-- Through the available expertise guide art investors and collectors to make wise choices;

-- Through exhibitions as well as through the gallery's website provide and build an information database on artists for use by art scholars, collectors and the public.