Crucial aspects of the gallery's program is the juxtaposition of young artists with art-historically relevant “artist's artist”. All artists share a critical view of the perception of reality, employing aspects of New Realism, Conceptual Art, Performance Art, and Body Art.

Kadel Willborn's gallery ethic is characterized by long-term collaborations with artists as well as estates. Iris Kadel & Moritz Willborn have accompanied and built up the international careers of many young artists as well as the estates as the first gallery, and  closely collaborate with museums and renowned private collections. Kadel Willborn has proven expertise in both advancing the careers of emerging artists such as Shannon Bool, Natalie Czech or Ayan Farah and re-discovered art-historical artists such as Barbara Kasten, Ketty La Rocca or Inge Mahn.

As a contribution to a dynamic communication process between artists, museums and collectors, since its foundation in 2004 Kadel Willborn participates regulary at international relevant art fairs such as Art Basel, Frieze Art Fair or Art Cologne.