Although the most prominent Abstract Expressionists were mostly men, their significance was partly due to the resolve and support of two women: Peggy Guggenheim and Betty Parsons. These two gallerists approached the art market in different ways, which was evident in many aspects, from the design of their exhibition spaces to the relationships and agreements they reached with the artists they represented. The unique Art of This Century, designed entirely by Frederick Kiesler for Peggy Guggenheim, was in stark contrast with the modern open spaces painted white of the Betty Parsons Gallery. Whereas Guggenheim’s patronage and collecting activities were mixed with her personal relationships, Parsons signed detailed contracts with the artists and gave them free rein to select and hang their shows.