Opinion / Chiara Rimella
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Attending art fairs in 2019 often felt like going for lunch with a friend who always talks about how busy they are. Everybody was “exhausted” but missed no opportunity to show up and tell you about it. And the word “proliferation” was among those frequently bandied about when discussing the increasing number of appointments in the calendar.
But after a fallow year of virtual encounters and large-figure online check-outs, even the most callous complainers will probably admit that they have missed the fanfare. Like any other trade show, an art fair is about so much more than selling: it’s a place to meet, chat, initiate projects and discover things. Online booths can satisfy the needs of a market that sees art purely as an investment. But buying art is often about much more – and few works benefit from being shown on a screen. Still, there are a few lessons from 2020 that should stick as the new year begins.
Lesson one: Many gallerists enjoyed the fact that face-to-face conversations in 2020 were typically deeper because collectors made a point of booking time for viewings. This slowed-down approach should stay.
Lesson two: Let’s be more selective, especially given how expensive it can be to attend so many events. Add that to gallerists’ renewed focus on their institution’s carbon footprint and we could see some fairs shutting up shop – or merging. It’s unlikely that the large players will perish but collaboration, in the form of projects such as the Gallery Climate Coalition, will be key. Smaller fairs enjoyed renewed relevance last year but, moving forward, they will need a proper raison d’être to survive.
Lesson three: However sceptical people might have been of buying art online, digital sales have broken a very important art market taboo: the mystique around pricing. Maintaining greater transparency will be fundamental to attracting new buyers and keeping those halls buzzing with chatter and excitement.