The Salon für Kunstbuch at the Belvedere 21 is the first museum shop to be managed as an artistic intervention. Set up by Bernhard Cella as a model space of a bookstore on a 1:1 scale, it serves as a presentation and exhibition space where the subjects and interests of visual arts are discussed via the book medium. Lectures, book presentations, and theatrical performances are regularly held at the Salon für Kunstbuch. In collaboration with artists, publishers, editors, graphic designers, and authors, Bernhard Cella created a space for social discourse. A range of Austrian art publications since 2011 are complemented by a selection of international books on theory. All books exhibited at the Salon für Kunstbuch as well as various fanzines, catalogues, No-ISBN books, table books, and artist-designed gift wraps are available for sale.
Lectures, book presentations, and theatrical performances are also regularly held at the Salon für Kunstbuch. At these events, which are equally important to the aesthetic form, Cella probes the relationships within current art production and creates a space for social discourse.