It's a novel idea to utilize these spaces on mutually beneficial terms. Customers find the art work in a live setting and need not specially go to any gallery. And the affinity or liking so developed towards the art piece is very intuitive when you are not actually looking to purchase it. This way customer may even want to pay higher price.
In HIndi there is a saying that "jo dikhta, vahi bikta" (Only that things sell which are visible!).
I like the Hindi saying! By the way there is an Indian Cultural show in Lugano on Saturday!!!