In 2007 Bernhard Cella established the Salon für Kunstbuch in Vienna, an ‘organisational undertaking as artwork’, which combines his theoretical and research activities, and his work as a publisher, with a series of temporary performative settings, exhibitions and discussion formats. He built a full-scale model room – first in Mondscheingasse in Vienna (2007-2017) and later in Belvedere 21 (2011-2019) – in which a bookshop, archive, and location for exhibitions and discussions, are integrated into his own studio as a form of living, transitive network space. The label has been operating as a publishing house for artists’ books and as an online archive and store since 2019.