
Location, location, location: behind the Art Basel floor plan beef
The article discusses the intricacies and tensions surrounding stand placements at major art fairs like Art Basel and Frieze. The issue gained public attention when Air de Paris, a long-standing exhibitor at Art Basel since 1999, publicly withdrew from the fair due to dissatisfaction with their assigned stand. The gallery's co-founders described the process as "brutal and unfair" after declining a new location that was then "imposed" upon them.
Vincenzo de Bellis, Art Basel’s chief artistic officer and global director of fairs, offered a different perspective, stating that stand placement is outlined in the fair's rules and regulations, and galleries are frequently moved. He noted that 58 galleries at the upcoming Art Basel fair had their stands relocated, partly due to the introduction of a new section called Premiere, which focuses on works created in the past five years. The incorporation of new sections or larger initiatives often necessitates a revamp of the fair's layout, which is a regular occurrence. Aesthetics is another significant factor in determining gallery placement, with Art Basel continuously assessing how galleries can best interact with their neighbors as their programs evolve.
Contrary to a common misconception, Art Basel's floor plans are not static. The layout design process, involving De Bellis and individual fair directors, typically spans about four months, followed by three months for exhibitors to customize their assigned spaces. While Art Basel strives for open communication regarding these changes, De Bellis acknowledges that complete satisfaction among all exhibitors is unattainable.
Different gallerists have varied preferences for their stand locations. Some prioritize specific configurations, such as corner units or stands allowing visitor pass-through, while others prefer to be positioned near galleries with complementary artistic programs. The overarching concern for many is visitor flow; galleries benefit significantly when the fair layout directs crowds towards their stands and can suffer when it does not. Katey Acquaro of Silverlens Galleries emphasized the importance of being in prominent locations, stating, "Off the beaten path is not a great place to be at the art fair."
Both Art Basel and Frieze have implemented changes to their floor plans to optimize visitor experience and traffic. In 2023, Art Basel Miami Beach redesigned its layout around five interior plazas to redirect foot traffic. Frieze London, in 2024, transformed its compartmentalized layout into a continuous loop, placing younger galleries near the entrance and established ones at the opposite end to ensure consistent flow. Despite positive feedback on Frieze's new layout, artistic director Eva Langret noted that grievances over stand assignments persist, handled through dialogue rather than a formal dispute resolution process.
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