Hampstead Exhibitor Guide

Affordable Art Fair Hampstead is an event synonymous with elegant natural surroundings and global artistic variety whilst attracting quintessentially London crowds. This fair appeals to an informed range of art enthusiasts, collectors, and industry professionals, offering a unique opportunity to connect with potential clients, showcase your artists and expand your network.

Why Hampstead?

Our Hampstead edition of Affordable Art Fair benefits from over a decade’s worth of establishment at the same, sought-after location. Hampstead Heath offers some of the best panoramic views of the city, with its wild parks, woodland and vast green areas meaning the exhibitor experience has a completely different feel to our city-locked fairs. Whilst benefiting from plenty of green space, the area of Hampstead is incredibly cosmopolitan and famed for its being home to a wealthy, discerning audience. This means exhibitors get the best of both worlds: beautiful surroundings and culturally savvy visitors well-prepared to spend money on art. 

Art sales at Hampstead have been consistently strong through its 12-year history at its home on The Heath. It’s a boutique edition, leaning towards sophistication and classic British art. In 2023, £4m worth of art sold, meaning an average of £41,354 per exhibitor ­– the second highest figure globally. At Hampstead, art sells!

First impressions of the fair

The marquee that hosts our Hampstead edition is the largest The Heath has ever seen. At 5,300sqm, built specifically for the purpose of hosting an international art fair, it offers all who attend a sense of excitement and intrigue. Once inside, the natural light is immediately noticeable and casts the whole venue in a fresh-feeling glow. This is a very tactile difference between other exhibition venues globally, especially significant in its giving extra life to photography and two-dimensional pieces.

Our location on The Heath means we’re easily accessible, with the vast majority of visitors coming from Greater London. Visitors are willing to travel to the fair, whether on foot or well-connected overground and underground stations, and are drawn in by the stunning setting in which to enjoy exploring art. On opening night, our sponsorship with local merchant, Must Wines, means everyone is treated to high-quality drinks and mornings are reserved for coffee at our specially designed treetop café looking out onto the infamous ponds. Some exhibitors even take a morning dip to get themselves energised for a day of selling art!

Who are our audience?

Hampstead has an established cultural history in the arts and literature, and our visitor demographic reflects this appreciation. Visitors attend with an established, rounded art knowledge ­– they know their stuff. Rather than seeking to align with trends, they are comfortable in their own tastes, which tend to be tipped in favour of painterly mediums and abstraction. They buy a piece because they love it, or because it fits within their existing collection, not just to satisfy fleeting interior styles. With less residential movement, Hampstead visitors are likely to reside in their ‘forever home’, which means they can be relied on for a settled, assured lack of transience. In 2023, 55% of people in attendance felt that the fair is a regular annual opportunity to discover new work. We have a dedicated following and maintain this diligently, so that we continue to exist as a must-attend event in our visitor’s calendars.

Fair Director, Hugo Barclay’s, top tips for success:

Make sure to follow up. Our Hampstead audience tend to take longer to mull over their art buying decisions, so make sure to follow up with them post-fair.

Be present. Talk to people, prepare for questions, be open, and definitely don’t spend your time sitting behind your laptop!

Main image: Quantus Galley, Affordable Art Fair Hampstead 2023. Photo credit: Piers Allardyce.