Art Cologne, the calm strength of the Western market
Art Market | In the pool of major fairs since its creation in 1967, Art Cologne lost its leading position in the 2000’s when confronted with a highly competitive fair market. In a bid to re-internationalize, in 2009 new director Daniel Hug initiated a rewarding strategy aiming to reaffirm its status as a major fair.
With more than 200 galleries from 23 countries, including the United States and Europe with only very few Asian representatives, Art Cologne clearly marks its specificity : actively positioning itself on the Western international market, building on the efficiency of on-the-ground networks of galleries and collectors not only in Germany but globally (note the presence of Rubell), avoiding excessive marketing and aggressive communication, eliminating fads and celebrity red-carpet culture to anchor the fair in the culture of negotiation and responsible investment.
After winning back influential non-German galleries, Art Cologne joined forces with NADA (New Art Dealer Alliance) in 2013, defining the rules for a new section Collaboration designed to reinvigorate the fair as a hotbed for up-and-coming international galleries with two-gallery stand-sharing and collaborative projects.
The 2015 fair innovates by focusing on creating optimal viewing conditions for a freethinking collector, with an easily legible layout over three floors, grouping three Space/Times of the 20th and 21st centuries. On the ground floor are long-term trends in modernism and post-war art, on the middle floor, current trends and big names in the international contemporary art section, with the uppermost space reserved for emerging artists and new discoveries. This efficient articulation facilitates a global comprehension, better targeting sales and stimulating transactions. The VIP space also breaks with most fairs, audaciously occupying a large, comfortable zone for relaxation, with soft lighting providing a calm space for assimilating the influx of images and information that a fair visit traditionally brings. With calm strength, Art Cologne uses its assets to build a major international art fair with a Western focus.
Publié le 16/05/2015
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