Drawing now, sketching up a brand
Art Market | The challenge for a contemporary art fair is to take an event and turn it into a brand, to create continuity, build a network and wield influence within the fair ecosystem.
The contemporary drawing fair Drawing Now adopts an innovative strategy for developing its brand, in contrast with other fairs that multiply events and online content. Drawing Now director Christine Phal announces the creation of a Drawing Hôtel, with a Drawing Lab on the ground floor opening onto a 300 m2 permanent exhibition space.
With this tactical choice, she uses the living space of a hotel as a setting for establishing the values and brand position of Drawing Now, presenting an annual program chosen by a committee of professionals, and also places Drawing Now in the same network as the Drawing Center and Room in London and New York. Like brand hotels by Campers, Armani and Fendi, the space intrinsically develops brand loyalty. This strategy of anchoring the brand is also evidenced in the creation of an endowment fund for contemporary drawing (2011) and the Soferim prize, awarded to one fair artist with the opportunity of exhibiting. It should also be noted that Soferim has signed the “one project, one work” charter, supporting art works in new real estate projects. What’s more, Christine Phal launches a pop-up Alternative Art Fair, simultaneous to the FIAC. With this vocabulary and format, Drawing Now is surfing the wave of current developments in the art market, enlarging its audience to include the worlds of fashion and design.
Publié le 12/05/2016
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