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Art fairs compress the art world into a few intense days. They offer a rare chance to see a wide range of work, meet galleries and artists, and understand what is shaping the conversation right now. They can also be exhausting, overstimulating, and easy to rush through.
This guide is here to help you approach art fairs with more intention, whether you are visiting one close to home or traveling for a major international event, so you can get more out of the experience and avoid fairtigue along the way.
BEFORE THE FAIR
Understand how the art fair calendar works, and select the fairs you’d like to attend.
- The art fair calendar is a busy one. The good news is that fairs follow the same schedule yearly for everybody to prepare. For example, Paris Photo is always hosted at the beginning of November. To find fairs that are close to you or align with your travel schedule, you can check out the many art fair calendars out there, including the ARTFORUM art fair calendar.
- To simplify travel for collectors, many fairs are regrouped on specific weeks around one major art fairs. The main example is Art Basel Miami, which became Miami Art Week, with many smaller art fairs held the same week along with side events (such as crypto conferences) to benefit from the foot traffic of collectors coming to Miami for Art Basel.
- Many art fairs have various locations throughout the year to cover the most ground for collectors. For example, Frieze has several editions in Los Angeles in February, New York in May, Seoul in September, and London in October. Art Basel has editions in Hong Kong in March, Switzerland in June, Paris in October and Miami in December. Art fairs are constantly merging together, creating larger, stronger groups. For example Frieze acquired both Expo Chicago and The Armory Show last year (The Art Newspaper).
Request VIP tickets and RSVP to events to maximize your experience:
- You can often easily request a VIP ticket by contacting the email address listed on the art fair's website. They'll typically ask if you're a collector—just say yes. There are now various VIP day types as the demand for VIP status has increased (see Art Basel website screenshot below).
- At 100collectors, we'll simplify this process for you as we have close relationships with many fairs. Just email us at hello@100collectors.art to inquire!
- Exhibiting galleries also have a limited number of VIP tickets for their collectors, so don't hesitate to ask if you're already in contact with a gallery. Galleries aim to sell out their show on the vernissage day (or collector's preview). Once the fair opens to the public, most sales opportunities have already passed.
- Many fairs now host panel discussions with artists and curators. Check the program on their website to see if an RSVP is required and when the talks are scheduled, so you can plan accordingly.
- Fairs also offer VIP programming, including museum visits and exclusive event access outside the fair. Review the VIP program promptly, as these opportunities often fill up within minutes of release. 100collectors provides such access for major art fairs to enhance your experience.
Right before leaving for the fair, make sure to remember these essential steps:
- Create a list of must-visit booths and galleries to prioritize your time efficiently.
- Review the fair schedule one last time to optimize your route and ensure you don't miss any key events or talks.
- Fully charge your phone and consider bringing a portable charger to ensure you can take photos, save contacts, and access digital fair guides throughout the day.
- Plan your outfit carefully. Wear comfortable shoes for extensive walking, but also consider dressing to impress, especially for vernissages. Art fair openings have become fashion-forward events, attracting celebrities and influencers. For a glimpse of the star-studded atmosphere at major fairs, check out the celebrities who attended Art Basel Miami's Opening Day in December 2023 [artnet news].
AT THE FAIR
Engage with galleries:
Gallerists are often waiting for visitors and can seem intimidating. Be direct—if you're just browsing, say so. If something caught your eye, ask the gallerist to tell you more about the artist and the artwork. Don't be shy; most gallerists welcome these interactions. My motto is that I won't collect a work from a dismissive gallerist. Why give your money to people who don't respect you?
Leave the booths you liked with documentation to remember later:
Ask for a business card, catalogue, or price list. If possible, give your card to the gallerist so they can reach out. Don't hesitate to take pictures of the works you liked, including the information labels. You don’t want to have a million artwork pictures on your phone and no label!
Pace yourself & don't try to see everything at once, or you won't enjoy the experience.
Fair maps are essential, as they tend to be real mazes on several floors and sections. Note: most fairs don't have many bathrooms (make a note of their locations). Find an art fair buddy to enjoy the fair with someone you can discuss the art with. It's more fun!
Food and drinks:
On VIP days, food and drink may be provided. No fair tops TEFAF, which presents mobile oyster and champagne stations throughout the fair on opening day. Increasingly, though, food and drink are limited to the lounges (and even there, it's mostly not free). The days of free champagne at art fairs are long gone, and nowadays, art fair food tends to be quite pricey. Beware!
Attend panel discussions:
To take a break from the hectic art fair walking, check out the talk schedule.
A good advice from Gustavo Arróniz, Found and Director of the Mexico-City-based gallery Arróniz Arte Contemporáneo: “I think it would be the same tip that I would give anyone that’s starting to see art or be connected with the art world, [which] is just be open to what you like. And don’t be afraid to ask. … We’re here to help you [as exhibitors]. And the most important thing is that you approach the art work that you like. Don’t worry that you don’t know.”
AFTER THE FAIR
Once the excitement of the art fair has settled, it's crucial to take some time for reflection and follow-up actions. Here are some steps to ensure you make the most of your art fair experience.
Review your collected materials:
Go through the documentation, business cards, and notes you gathered during the fair. This will help refresh your memory and solidify your impressions of the artworks and artists you encountered.
Connect digitally:
Subscribe to newsletters of galleries that piqued your interest and follow newly discovered artists on social media platforms. This will keep you informed about their upcoming exhibitions, new creations, and career developments.
Take your time with decisions:
There's no rush to make immediate purchases. Allow yourself time to reflect on the artworks that resonated with you and consider how they might fit into your collection or space.
Follow up on potential purchases:
If you're considering buying a work, reach out to the gallery. While some pieces might be available directly from the booth, most galleries maintain their display until the fair's conclusion. They can provide more information about the artwork and arrange delivery or shipping once the fair ends.
