The gallery's aim is to promote the development and profile of emerging and mid-career Berlin-based artists on a long-term basis. It has held debut exhibitions for many international positions not previously exhibited in Berlin or Germany. The programme includes video, photography, painting, drawing and installation. Participation in national and international art fairs plays an important role for the gallery as does the production of numerous high-quality catalogues.

In September 2006 in the pioneering spirit of Berlin Hamish Morrison Galerie was one of the founding galleries of the now booming art location of Heidestrasse, next to the Hamburger Bahnhof Museum, Berlin's largest contemporary art museum. The gallery's 650 m2 space enables it to showcase artists' work in a substantial way rarely found in private galleries in Berlin.