The Art Fair: How to Zip Around like a Pro (while still Enjoying Yourself)
Overwhelmed by art? Struggling with standing out amidst the beautiful people…? Our art lover in New York gives some tips as to how to navigate this most Byzantine of worlds – regardless of which side of the pond you’re on…
Article by Teriha Yaegashi
There are more art fairs internationally than there ever have been – the latest count is now at 269 art fairs annually, according to the Art Newspaper’s 2015 calendar.* This count though did not include many of the smaller alternative art fairs, which means that they are art fairs nearly every week, in cities all over the world.
The Art World has a love-hate relationship with The Art Fair. It means that gallery owners have to stump up funds to rent very expensive booths, then fly themselves and their artworks around to install, sell, schmooze and de-install at grueling speeds - all the while jetlagged. Meanwhile, most artists feel as though their pieces are being sold off at a trade show, and to add insult to injury, no one seems to want to talk to them about process or concept, but will ask what’s next; press oftentimes begrudgingly have to offer their opinions on yet another fair where they’ll get mobbed and simultaneously have to chase down collectors or dealers for information. Collectors suffer from “fairtigue”, from having to see too much art and go to too many social events; art handlers are like spies who have the chance of first knowing who’s showing what, but for the most part, they’re kind of appalled by the whole circus act, and the list goes on… It’s sort of glamorous, and yet, in many ways, it’s not. It’s physically draining and spiritually somewhat vexing, to seek inspiration from what is otherwise a purely commercial, transactional affair.
While many speculate the downfall of the current craze, The Art Fair isn’t going anywhere soon. Despite any downsides, they still offer a wonderful opportunity to discover international artists, catch up with art world influentials, meet some nice people, learn about the current art market firsthand and enjoy an adrenaline rush (plus probably a glass or few, of champagne). There are exciting deals being made, records being broken, ambitious site-specific artworks that will be destroyed after a few days, star pieces worth seeing before they get swept away into private collections, and a healthy buzz of FOMO all around.
For the casual visitor, there is a way to enjoy the art fairs fully, and like a pro, without getting snagged in all of the above drama. Here’s an insider’s tips:
- Wear comfortable shoes – really
Don’t worry, you look fabulous. Or, maybe you don’t. It doesn’t matter. There’s hired actors wearing strange costumes and doing a performance piece, so no one’s really looking at you anyway. You do you, just be prepared to run around, because you might easily walk the equivalent of 5-8 miles just going around the fairs (literally).
- The scan & stroll
No matter how much time you spend at an art fair, it’s impossible to get the backstory on every single piece. Don’t bother. Instead, focus on what stands out to you – what is beautiful? What is new? What do you like? Would you buy it? Moreover, apart from the artwork, who do you know? Enjoy the social chats as they come, because the unexpected encounter is part of the magic of the art fair. Furthermore, these chats are the perfect way to gauge the overall temperature of the fair and clue you in to the art market at large. It’s sort of like getting to see backstage, checking out the stage set and meeting the producers and directors, all while also enjoying the show. Of course, whilst you ponder the artwork and the players, remember to prioritize your overall enjoyment – and aim to see the entire fair in about 45-60 minutes, or whatever length you deem a nice stroll to be. If you choose 45 minutes, then that means averaging 15 seconds to 3 minutes per booth, depending on the fair size, which might feature anywhere from 50 to 250 plus galleries. Totally doable, but it requires a level of personal rigor and a time management mindset – is this worth one minute of my time? Is it worth three, or five? Then act accordingly. Visually, there is only so much the eye and brain can process, so this magic window should be spent exclusively on the artworks that interest you most.
- The quick photo
If you’re taken or curious by an artwork, take a quick picture of the piece, making sure to also get the artist’s information, the gallery name, and move on (in case you didn’t notice, there’s someone hovering behind you, trying to take the same picture). If you’re planning to upload the image to social media, make sure to tag the artist’s name, and preferably the gallery name too. There was work put into each of these pieces, so the least you can do is try and credit them properly. Also, do your best to make the image as beautiful as possible and get the galleries’ permission to post wherever possible. Just remember, this is a time for research, not art selfies. Next!
- The keep-it-movin’ pace
When out and about in the main arena of the fair, keep your feet moving – in fact, don’t stop! Presumably, you’ll have to anyway, as people flow in and out of the booths. It’s easier to have spatial awareness as you gracefully glide around, and the gallery owners will appreciate that you’re not blocking traffic into their booth.
- The research
Is there something that catches your eye? The art fair offers great opportunities for small nuggets of information on the artworks, whether it’s for an artist’s work you’re seeing for the first time, or there’s something familiar. You’re here to see work, so if you see something you like, take the time to properly slow down and engage with the work and ask the gallery owner for an explanation. Simple questions like, “can you tell me more about this work?”, “may I ask what is the artist’s name is?” and “what is the price?” are good, neutral starting points. To impress them, (not that you have to) you could throw in a specific observation or reference as to why the piece caught your eye, and in turn, they may have additional information for you that will add depth and further contexualize the piece for you. And, this might be obvious, but – listen. You’re probably the thousandth person the gallery owner has spoken to today, so use this as a special opportunity to learn. They’re doing this for you. Appreciate it. You don’t need to show off.
- Formulate an opinion
At this point, it’s time to grab a drink and formulate an opinion – what were your favorites? What stood out? What do you want to keep your eye on, and possibly have someday? Discuss.
- Bring in the guru
There is a cheat code to all of this – and that is to bring in the Art Consultant. The benefit of having an art consultant by your side is that they can guide you round the fair, while highlighting the best booths and maximizing efficiency. Keep in mind that every art consultant has different perspectives, contacts, personalities, areas of expertise, and goals, so it’s important to get to know them on a personal level and see how well you get along. If you are interested in acquiring an artwork, an art consultant can help you select the right piece for you, and this gives you an added layer of vetting the quality of the work, both literally in terms of condition-checking the piece, as well as providing art historical context and possibly thoughts on an investment standpoint. Additionally, the art consultant can guide you through the artwork purchasing process, and provide privileged access to the work (as much as galleries want sales, good galleries will be careful of who they’re selling to so you can’t just stroll into a booth an expect to walk away with an artwork to your name). A good art consultant may also be able to negotiate a special price on the work for you. They offer valuable skills that are best when on your side. At the very least, they should be able to get you into the VIP lounge, so enjoy that! It’s all a game, and the art consultant knows how to play it like a real pro. 
For more information on art consultants, feel free write to the author at: [email protected]. She is currently forming an Alliance of young, professional art consultants.
*Data from ARTNEWS’s article on art fair visitor counts, from 2015.