What Collectors Need to Know about Art Fairs
Installation view of The Armory Show, 2022. Photo by Vincent Tullo. Courtesy of The Armory Show.
Attending an art fair is one way for collectors to immerse themselves in the latest happenings of the art world in a given place and time. Bringing together a range of galleries, curators, and artists under one roof in a large-scale, booth-style event, fairs allow collectors to view a wide range of works in a relatively short span of time, all while making meaningful connections with a global community of art professionals.
Art fairs take place in locations around the world throughout the year. Although the number of fairs held in 2022 was below pre-pandemic levels, according to Statista, there were more than 300 fairs worldwide.
With so many art events taking place throughout the year, the art fair calendar can be tricky to navigate, while the scale of the events themselves can be overwhelming. “I’d advise first time collectors to move slowly through art fairs,” said Touria El Glaoui,director of 1-54 Contemporary African Art Fair. The fair—which takes place in New York, Paris, Marrakech, and London—was founded in 2013 and is dedicated to artwork from Africa and its diaspora. “It’s not about seeing as much as you can, but rather figuring out what you’re drawn to and interested in. I’d also recommend first-time collectors take time to speak to the gallerists at the booths, introduce themselves, and get to know more about the galleries that pique their interest.”
Interior view of Frieze New York, 2023. Photo by Casey Kelbaugh. Courtesy of CKA and Frieze.
A little planning ahead of your first art fair visit can go a long way. Looking at a fair’s website, for example, will allow you to explore which galleries will be there, the different sections of the floor plan, and also their schedule of extra programming and events.
Larger fairs often have useful ways to plan your visit online. Frieze, for example, has become one of the most influential contemporary art fairs today since it was established in 2003, and now has fairs in London, New York, Los Angeles, and Seoul, as well as recent acquisitions The Armory Show in New York and EXPO Chicago. “Our online platform, Frieze Viewing Room, which opens ahead of the fair, is a useful tool that offers a first look at galleries’ presentations and can help plan your visit in advance,” explained Aryana Khan, a membership and VIP relations lead at Frieze 91, the firm’s global membership program for those newer to the art world. “That said, it’s worth remembering that not all works fare equally when viewed online and sometimes the best discoveries are chance encounters.”
Interior view of The Armory Show, 2022. Photo by Vincent Tullo. Courtesy of The Armory Show.
An additional consideration when visiting an art fair is timing. Given that the majority of sales take place before or on the first day of a fair, planning around this might be essential if you are looking to acquire a top piece from a gallery.
As a newer collector, you might be looking to acquire a more affordable piece to expand your collection, and it is good to be aware that some fairs have dedicated sections for this reason. “For those new to collecting, I always recommend first exploring prints and editions as these tend to be more easily affordable,” Khan advised. “Frieze London has a section dedicated to editioned artworks, this year featuring five galleries showcasing editions by leading contemporary artists.”
Installation view of Art on Paper, 2022. Courtesy of Art on Paper.
Every art fair is unique in terms of its reputation and focus. Art Basel, which was founded in 1970 in Switzerland, has grown into the largest art fair in the world and now has editions in Miami Beach, Hong Kong, and Paris. The fairs cover a spectrum of art from emerging galleries to film, public programming, and blue-chip contemporary works. “We pride ourselves on ambitious programming across our Art Basel shows, with each being unique and defined by its host city and region,” explained Vincenzo de Bellis, director of fairs and exhibition platforms at Art Basel. In the forthcoming edition of Paris+ par Art Basel this October, the fair will offer an expanded, citywide public program beyond its venue at the Grand Palais Éphémère, with freely accessible exhibitions, outdoor installations, and a series of talks and debates.
“Art Basel is a means of dialogue and discovery for everyone who wishes to attend, from museum representatives to art enthusiasts and this sense of discovery isn’t confined to the walls of the exhibitor halls,” de Bellis added.
Other fairs are dedicated to specific categories of artworks such as photography or works on paper.
Helping to legitimize unconventional mediums in the context of the contemporary art market, art fairs push at curatorial boundaries, explained Helen Toomer, director of PHOTOFAIRS New York, which takes place in September. “PHOTOFAIRS New York is working to shift perceptions of what photography can be, providing a space to appreciate photography in all its forms; from modern examples, right through to digital and film work, and looking ahead to the future,” she told Artsy. “The fair includes a multitude of solo shows, and in addition to championing well-established artists, is looking to support the younger generation of talent.”
Installation view of Lehmann Maupin’s booth at Frieze London, 2022. Photo by Linda Nylind. Courtesy of Frieze.
Artworks from a broad range of artists are displayed at fairs and so they also become hot spots for collectors to explore and discover new artists. “Art fairs provide an extraordinary opportunity for anyone new to, or interested in, art collecting,” said Nicole Berry, director of The Armory Show, which runs during the first week of September in New York. “During their run, attendees can see work by a variety of artists, speak with exhibitors and artists, and converse with countless collectors of all experience levels. Immersion in this welcoming environment allows beginner collectors to enjoy a vast array of contemporary art and to find an entry point for their new collection.”
Additionally, art fairs are a central place for connectivity in the art world. Not only do these events serve the purpose of viewing art in person, but they offer gallerists, collectors, and art professionals an opportunity to engage in important conversations. Relationship-building is crucial as a collector, and so these large-scale shows are important social events. “Art fairs serve as platforms for artists, galleries, and collectors to connect, exchange ideas, and build deeper relationships,” said Kelly Freeman, director of Art on Paper, which specializes in paper-based art and also takes place in New York in September. “Art fairs provide a snapshot of current trends and are a vital place for the discovery of emerging talent.”
