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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What truly makes an art fair unforgettable? After many years of helping manage Art Fairs and Events in the art world, we reflected on what makes these events stand out. We’ve compiled some top tips to help you supercharge your art fair, ensuring it leaves a lasting impression and keeps visitors excited to return year after year. Check them below.
1. A friendly and efficient Front of House team
Your front-of-house team is the first point of contact for visitors and sets the tone for their entire experience. A warm welcome, together with an efficient check-in process, makes a powerful first impression. Visitors appreciate staff who are both professional and approachable, ensuring that the start of their visit feels smooth and inviting.
Several of our clients have excelled at providing not just seamless technical solutions like ARTSVP’s quick-scanning tickets but also training their teams to make guests feel comfortable from the moment they arrive.
Keep it efficient with an easy booking system
While a booking system may not be the highlight of an art fair, a bad experience is something visitors won’t forget. By making ticketing smooth, efficient, and user-friendly, you set the stage for a hassle-free event. With features like one-click RSVP’s, automated reminders, and calendar integration, we’ve helped countless fairs provide a polished booking experience that keeps both hosts and visitors happy.
2. A unique venue
A great venue can really elevate the atmosphere of your art fair. While many fairs take place in conventional warehouse spaces, some stand out by selecting unconventional or historic venues that create a dialogue between the art and the setting. Unique settings can leave a lasting impression and add to the story of the fair.
For example, fairs like Eye of the Collector and 1-54 Contemporary African Art Fair utilise historic London locations, such as the Garrison Chapel at Chelsea Barracks, Two Temple Place and Somerset House, enriching the visitor experience by merging art with architectural heritage. Taking a more unconventional approach, fairs like Felix Art Fair in LA and Minor Attractions in London transform hotel rooms into intimate gallery spaces, fostering a relaxed and engaging atmosphere. Meanwhile, fairs like Offscreen Paris take things to the next level, offering an edgy and dystopian art experience by setting up in a brutalist car park.
3. Small...but memorable details
Sometimes, it’s the unexpected touches that visitors remember most. Consider creating relaxing or entertaining spaces for guests to unwind. Thoughtful seating areas, unique photo opportunities, or creative on-site experiences, can elevate the visitor experience and make your fair stand out.
We fell in love with NADA Miami’s outdoor area with hammocks, delicious cocktails, and even chickens wandering about, creating a quirky yet relaxing vibe.
4. Offer a good variety of food options
A well-curated range of dining options is crucial for keeping visitors energised. A luxury restaurant may appeal to some, but don’t underestimate the value of more casual, affordable options. Offering a mix of choices allows visitors to recharge in ways that suit them. Consider aligning food offerings with your audience—oysters and champagne might appeal to some, but hot dogs and craft beer might resonate with others. Ensuring a well-balanced mix of food options not only enhances the visitor experience but also keeps them fuelled and ready to explore more art.
Frieze London includes Gail’s Bakery, a crowd favourite that has become a go-to spot for visitors seeking quick and delicious snacks. Meanwhile, at the INK Miami Art Fair, we discovered our favourite Cuban sandwich at Moreno's Cuba, adding an authentic local touch to the fair experience.
5. Partnerships with local businesses
A fair that feels rooted in its community creates a more authentic and memorable experience. By partnering with local businesses and incorporating the local culture, you can give visitors a sense of place that’s hard to replicate elsewhere. Collaborating with local artists, venues, and businesses enhances the fair’s identity and fosters goodwill within the region. A great example is 1-54 Marrakech, that immersed itself in the city by spreading events across multiple locations, creating a dynamic connection to the local community.
6. Attract a diverse audience
A diverse audience creates an electric atmosphere and helps break away from the traditional "old white man" stereotype that used to dominate some art events. Make efforts to engage a younger crowd, invite varied communities, and create an inclusive space where everyone feels welcome. A lively mix of people not only enriches the experience but also reflects the broader, evolving art world.
7. Stay active year-round
Art fairs don’t have to be a once-a-year event. Keeping your audience engaged throughout the year strengthens your brand and builds anticipation for the next edition. Organise events, competitions, or awards to maintain momentum and grow your community. We love the way Woolwich Contemporary Print Fair keeps its audience engaged year-round through calls for submissions, awards, and regular programming, ensuring it stays top of mind even outside the fair dates.
Final Thoughts
Making an art fair unforgettable is about more than just the art—it’s about the entire experience. From the venue to the food, the audience to the year-round presence, every detail contributes to leaving a lasting impression. We hope these tips, drawn from our experiences and insights, inspire you to supercharge your next art fair and create an event that visitors will remember for years to come.
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.