Rosita Mariella Rosita is an art historian and researcher based in Madrid. She’s been working in the art market since 2015, for galleries and collections based in London, until she joined ARTSVP in 2021.
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Name: 1-54 Contemporary African Art Fair
Location: La Mamounia &DaDa, Marrakesh, Morocco
Dates: 8-11 February 2024
Focus: Contemporary Art from Africa and its diaspora.
“We are on a mission to raise awareness of the artistic diaspora across Africa”.
— Touria El Glaoui, Founder of 1-54 art fairs.
About 1-54:
1-54 is a globally renowned art fair dedicated to showcasing contemporary African art and fostering diverse perspectives on the African diaspora across its fifty-four countries. Featuring leading international galleries, artist talks, and special projects, 1-54 is held every year in London, Marrakesh and New York.
In the labyrinthine alleys of Marrakesh, where tradition intertwines with contemporary flair, this February 1-54 Marrakesh emerged with its vibrant and creative programme of events across the city. However, orchestrating a multitude of exhibitions and gatherings posed a unique challenge: maintaining brand consistency amidst diversity.
“Beyond managing fair passes, ARTSVP proved invaluable in managing events across diverse locations around the city while also maintaining our brand visibility”
— Camille Ostermann, Associate Director of 1-54.
1-54 Marrakesh faced the daunting task of not only hosting its main fair but also coordinating so many events and exhibitions throughout the city of Marrakesh. This necessitated a platform that could adapt to various venues and event types while upholding the brand's integrity. Amidst the bustling array of exhibitions, ARTSVP played a pivotal role in ensuring consistency and professionalism at every turn. This way, 1-54 maintained a consistent brand image and professional experience throughout its myriad events, reflecting the core values and aesthetic of the art fair.
The main fair was divided across two main locations, La Mamounia and DaDa in Marrakesh, alongside a program of numerous events and gatherings across the city that celebrated its rich cultural landscape. These were organized in partnership with esteemed entities such as Istituto Marangoni, Fondation TGCC, Audi Maroc, and more.
With such a diverse array of events under the 1-54 Marrakesh umbrella, maintaining brand consistency was a significant challenge. Each event presented its own unique atmosphere and audience, requiring careful attention to detail to ensure that the essence of 1-54 was preserved throughout. From visual branding elements to the overall guest experience, every aspect needed to reflect the core values and aesthetic of the art fair. Through meticulous planning and the use of ARTSVP for managing guest bookings, 1-54 Marrakesh successfully navigated these challenges, emerging with a cohesive brand identity that resonated across all its events.
As 1-54 Marrakesh continues to innovate and inspire, it exemplifies the transformative power of art in fostering community engagement and cultural exchange. 1-54 Marrakes3h sets a precedent for excellence in event management, ensuring memorable experiences for attendees while upholding its commitment to showcasing contemporary African art on a global stage.
Written by
Rosita Mariella
Rosita is an art historian and researcher based in Madrid. She’s been working in the art market since 2015, for galleries and collections based in London, until she joined ARTSVP in 2021.