This is a research paper where I seek to analyze with empirical evidence the recent growth in popularity of international art fairs and how art fairs have become a destination to appreciate art, more of a museum than a marketplace. How have galleries that participate in art fairs changed their programming and selection of works to attract a larger audience instead of focusing on selling the most expensive pieces? Think about how art fairs have invested in the appeal to the masses and focused on the experience This isn’t necessarily a bad change, art fairs have opened the art world to a new segment of the population and have become an education center for a large audience, that previously did not have access. The art gallery and art fair business have become highly competitive with many art fairs competing for the same buyers. Art fairs have had to reinvent themselves and create an experience more than just a marketplace. Galleries too have had to re-think the entire experience to stand out from their competitors. has the art buyer demographics changed? appealing to Millenials instead of the traditional art collector references: Frieze, Art Basel Miami, UBS Art Market Report.
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