What is an art fair? How is it different from the biennale? How do art fairs work? What should I look for in an art fair? What fairs should I attend? Five simple questions which I will try to explain as briefly as possible.
The year is starting, and that means that there are plenty of fairs all around the world to go on. There are probably around 40 every year... But how do we know if it is worth it to attend to one?
What is an art fair? What is the purpose of it?
An art fair is a "platform" for galleries to join together and sell art. It is no different from a car, a boat or even a book trade show, except that its content is ART. Anyone can buy art, Private and public institutions; collectors, curators, critics, non-related art world people, and so on. It is a place to display art.
The ideas of art fairs was created as galleries wanted to compete with auction houses. Small galeries couldn't grow or sell as much as auction houses until they created an event which promoted the idea of a collective. 200 small galleries together could compete with an auction house.
How is a fair different from a biennale?
It is quite simple, really. First of all, a biennale usually involves the whole city - pavilions are spread around while an art fair has a confined space. The length of a fair is no more than a week (depends on the fair), while a biennale can occur in a few months time.
The art fair rents spaces for galleries (or even artists in some cases) to use it as their display. The dealer will most likely exhibit a varied selection of artists they represent and own works from. The point is to sell as much as they can, and it isn't necessarily true that galleries try to sell before the fair (I'll explain this better soon) During a biennale, each participating country has a pavilion in which they will try to exhibit what is the trend in their country, focusing mainly in the arts. The artworks displayed are usually a project collaboration between the curator and the artist, and essentially isn't intended for sale, though any transaction is not illegal, hence, big collectors look out to but straight from the event.
How do art fairs work? And why is everything sold in advance?
Galleries have to apply for a space in the fair with a project of their own. They will then pass through a selection pannel which most likely consists of 5 galleries as judges. The extent to which this is fair is always questionable. Once they are approved, the galleries will be given their spaces one or two days before the opening so works are put up. There is always a standard every gallery should keep in order for the fair to run smoothly and properly. Once the fair is open for the public, dealers cannot change their displays or move around pieces until the day's end so the order is not disrupted. There is always a VIP and press day, where only invited people or the ones who want to pay higher prices can come in. As the fair is over (usually a Sunday night), all dealers are expected to take their works back to their own galleries and ship pieces wherever necessary.
Usually during the preview day (the grand opening), the main collectors (VIPs) will walk around the fairs and they will be the ones to make the first purchases. The moment the fair is open to the public, it is likely that all the pieces are sold. Big galleries will probably take a stock of artworks to change overnight so they may keep on selling, but most galleries won't. If you attend an art fair where everything is sold, there are two probabilities - yes, Mr. Saatchi may have come by and bought it first, or the dealer might not have liked you enough to want to sell to you. The extent to which this last statement is true is also questionable, because as a student I have gone around fairs asking for prices and all was given to me. But don't forget to dress accordingly - it does make a bit of a difference.
Sponsors: they may or may not be related to the arts world. For example Möet & Chandon might be a sponsor simply by creating a bar and giving the champagnes, it might not, in the other hand give actual funds. They will have their own bar and their brand will be linked to a successful event where marketing is proper. Banks are really important. Every art fair, or at least the big ones, has a bank attached to their name. It is not because they are funded by the banks - actually a bank only gives 10% of the budget required to produce the fair. But banks are important because of the clients they bring. This is a great move for both the bank and the fairs because their clients will feel special. Newspapers and magazines of course are no least in comparison to the previous examples. For an art fair to be talken about is great. It is propaganda of the event - a way to bring in future clients. Important newspaper and magazines will also have a stand in the fairs where people are able to buy and subscribe directly to them. The Art Newspaper also publishes special papers for the bigger fairs. Everything is essential for the happening of this event.
Art fairs can have different focuses, and interests. For example, there are art fairs which will only exhibit African art, or Latin American art, some which might only work with artists directly, some which will only work with secondary art market or the big and traditional fairs.
What should I look for in an art fair?
1. The art trends, both biennales and art fairs will be showing what is going on and what people are producing.
2. Your own understanding of your proper taste - it is obvious that you won't like everything, and mainly that your taste will not be the same as others. Note down what you like. You are at the fair to see and understand, and pictures are welcome. Don't just take them for you Instagram feed (its really only cool if you appreciate it, otherwise you might just seem like a poser!)
3. See how people are walking around. An art fair is obviously a place to see and be seen. People love to socialise and mingle in chique and exclusive events. See how they dress or act, you will find amazing personalities walking around: the collectors (men in casual suits and women wearing heels and large branded bags), the curators being stopped to know their opinions, the critics with their bags full of handouts (yes, some are quite obvious), and mainly the dealers with their greedy eyes, and artists of course. Most of them are quite stereotypical, its true, but there are many exceptions to these 'rules'. But nonetheless it is quite fun.
4. An interesting and emerging artist which you might even afford. There are of course million-dollar pieces, but you will most definitely find pieces under $10,000. Don't be afraid to ask for the price and look around.
What fairs should I attend?
Well really, it depends. What is your personal taste? And where in the world are you?
There are four main art fairs in the world (the order doesn't necessarily matter because their importance is equal):
1. Basel Art Fair, Basel, Switzerland
2. Frieze Art Fair (and Frieze Masters), London, UK
3. TEFAF Maastricht, Netherlands
4. Basel Art Fair Miami Beach, Miami, USA
Then each of these have satellite fairs going on. For example in the case of Frieze, there are over 5 different fairs, including The Other Art Fair, which represents artists directly instead of a gallery.
It is not important to view every single art fair there is because you will most likely go bankrupt, and you will DEFINITELY get fed up. Art fairs are really cool, and might be easy to see it all at once than search around for galleries. The art fair experience is also less intimidating that if knowing at, let's say, Gagosian's door. But it is exhausting, and you might just see the same of everything over and over.
So make sure that you check to see which ones are near to you, and vary according to your interests! The Other Art Fair was great for me to meet and talk directly to the artist. Not everything was of my personal taste but it was definitely interesting. An art book fair is usually very fun! Frieze in the other hand was spectacular and I was able to compare how galleries change their stands according to where in the world they are exhibiting (it is extremely important to know the clients).
The tickets may be quite expensive, and you should vary every year, but keep it in between 4-6 fairs a year, no need for more. Don't worry if you don't attend one either. You will have other opportunities.
