Fairs
Going Global: Establishing Your Art Gallery When Exhibiting Internationally
The decision to take your art gallery international is both a bold move towards expansion and a commitment to joining a global art conversation. Find out what you need to think about before taking the leap.
Erin Peacock
Tuesday 2 April, 2024
Exhibiting internationally at an art fair can offer huge opportunity to showcase the talent of your artists, engage with brand new audiences, and forge meaningful connections that will provide different points of view. But, like any move towards growth, exhibiting internationally brings its own set of challenges. You might worry about navigating cultural nuances of a new location, or appealing to the specific market dynamics outside your home country.
In this guide, we’ll walk you through the intricacies of establishing your gallery at international art fairs, including advice from Affordable Art Fair Directors and current exhibitors who have already made the leap.
Blythe Bolton | Benelux Fair Director
Try before you apply. If there’s an international market you’re interested in moving into, it’s a good idea to visit the fair there to get a feel for the venue, pricing and art selection. This will give you a sense of whether or not your gallery programme would be a good fit for that market (and it’s a nice excuse for a weekend away 😉).
Run your numbers. Before applying for a fair, gather all the quotes related to the fair (shipping, accommodation, fair stand price) that you need to understand whether participation makes sense financially for you.
Commitment strategy. Visitors aren’t always ready to buy the first time they experience an artist, but will come back looking for them the following edition. If you’re new to the art fair world in particular, it’s advisable to build up your presence by committing to three consecutive editions in one market, and building across regions. Steady growth is the way to go. Plus, this gives us ample opportunity to support and promote your business, as well as introduce our audiences to your style of art.
Consult your calendar. Between marketing your participation, travelling, setup, the fair, dismantle and after-sales, it takes work to get the most out of your fair participation. Make sure that you have the support and space in position at home to allow time to maximise your sales and evaluate the learnings from your experience.
Phone a fair team. If you have questions about our fairs or different markets, don’t be shy to contact our team who can give you an honest insight into which markets might best suit your business.
Market Yourself. Committing some marketing budget to promoting your gallery’s participation abroad on social media is a great way to amplify your presence in a new city. Our team have lots of tips and expertise to help you market yourself in a new city.
Cammie Colombo | Eye Contemporary Art | Hong Kong, Stockholm, London, Berlin, Hamburg, Brussels, Amsterdam
Visit your target fair. An idea we found very useful is always visiting the targeted fair once before joining, especially to observe what is happening at the wrapping station – the types of artworks that are selling, different sizes and who the buying audience art etc. We think this is extremely helpful in planning your artworks for the fair.
Expectation management! Although you have found success locally, this doesn’t guarantee success outside your home country. We always treat venturing overseas like an investment opportunity; no matter what, you learn from the experience and it will be rewarding in future.
Christina Julsgaard | OOV Gallery | Stockholm, Hamburg, Berlin, Brussels
Interaction is key. I love to interact with a lot of art lovers and Affordable Art Fair is a great stage to do so. You’ll attract buyers who are looking to purchase their first art piece, and also more serious art collectors. Interact with everyone to help build connections. After joining Affordable Art Fair several times in various countries, what I appreciate the most is the friendly attitude and the good positive vibes between the visitors and exhibitors, which lifts the energy and makes it fun to communicate with art. Use this to your advantage to establish yourself positively to a new audience of buyers.
Be prepared for variety. Since every day at the fair offers something new, the audience can shift a lot. I prefer to have various choices of artworks style and size when exhibiting in a new location. This satisfies an interesting range for all types of collectors, and I can keep my stand dynamic to fit a particularly feel I might not have anticipated. I also keep my exhibition minimalistic. This way I can be flexible and easily make changes during the show.
Alan Koh | Singapore Fair Director
Build you artists’ portfolios. Exhibiting internationally helps to build an artist’s CV, in turn increasing the value and status of that artist. Therefore, selling to a new market will open up this avenue for growth. Generating awareness for both your gallery and the artists you represent is a great win-win scenario.
Connections = savings. A definite tip for establishing your gallery outside your home country is to focus on building connections. Being open to new networks and making art world friends might seem like an obvious social plus, but it can also have financial benefits. Think of the collaboration potential, or the money you might save joining forces on shipping. You can get local recommendations for trusted delivery companies or framers at the best price, rather than having to search everything online.
Do your research. Visit the fair before jumping in to get an idea of the action. Look at exchange rates. Find out what artwork styles sell. You might want to speak to other galleries who already exhibit, or chat to the relevant Fair Director. Either way, whatever decision you come to should be fully informed.
Build your data base. Collect emails and keep that database strong within each market. Once you’ve decided to take the leap, utilise your invites by cross-promoting from one country to another. People talk, and if a contact in one country knows someone in your target location, they’re likely to encourage them to attend. Plus, this is your prime channel for post-fair sales.
Tag us! Utilise tagging Affordable Art Fair in your promotion social posts. We try to share everything, so it helps to get your name out there in a new country. Not only this, but every Affordable Art Fair team is equipped with the local expertise and social media knowledge to successfully promote your gallery and introduce your vision to our unique audience.
Charline Kervyn | Charline Kervyn Gallery | Amsterdam and Brussels
Embarking on an international exhibition journey is an exhilarating endeavour for any gallery, one that requires careful consideration and strategic planning. We understand the significance of laying a strong foundation before venturing into new territories. Here are some insights gleaned from Charline Kervyns‘s experiences, supported by the Affordable Art Fair Benelux team.
Immerse yourself in the ambiance of the prospective art fair. Before exhibiting at an art fair, we’d recommend visiting it first. This firsthand experience allows you to understand the current trends, get a feel for the local art scene, and learn about the preferences of the audience. Each location has its own unique culture, so it’s important to grasp what appeals to potential buyers. Pay attention to how people buy art, what price ranges are popular, and which art styles and sizes attract the most attention. While familiarity with the market landscape is indispensable, it’s equally imperative to maintain a distinctive artistic voice. Embrace innovation while staying true to your gallery’s ethos. Strive for a harmonious balance between aligning with prevailing tastes and daring to showcase novel artistic expressions. Remember, standing out amidst a sea of exhibitors necessitates a bold and authentic approach.
Make sure to prepare well for transporting and storing your artworks. Ensure you have enough space and security to keep them safe during the event. Affordable Art Fair can help with transport, just reach out to their Global Shipping Lead, India, at shipping@ramsayfairs.com.
Involving the artists. Their presence adds up to the customer experience, allowing visitors to connect more deeply with the artworks.
Marketing and promotion. Taking a proactive approach is beneficial, but Affordable Art Fair will support you in your first year and beyond. Use various platforms such as social media, email newsletters, press releases, and targeted advertising to build anticipation for your international debut. Affordable Art Fair also provide specially-designed assets to help you promote your presence, as well as sharing your content on their social media accounts or blogs, such as Five Must-See New Galleries at Our Brussels Fair.
In summary, success in international exhibitions requires strategic planning, attention to detail, and effective promotion. By immersing yourself in the local context, involving artists, and implementing a strong marketing strategy, you can navigate this exciting journey with confidence and showcase the true essence of your gallery.
Each Affordable Art Fair team are there every step of the way to support you in order to make establishing your art gallery at international art fairs seamless. Each unique edition offers a chance to refine your approach and complement your collectors. These tips are designed to cover everything you might want to consider before committing to exhibiting outside your home country for the first time, but if you have any questions, we’re here to chat through your plans and ideas. Just reach out!