Stockholm Exhibitor Guide

Since 2012, Affordable Art Fair in Stockholm has continuously grown its reputation as a dynamic platform for galleries and artists to showcase their works to a diverse and enthusiastic audience. In 2023, we saw 20m kronor in art sales by attracting over 10,000 high-quality visitors through the doors of our Nacka Strandsmässan venue; a place where art lovers, collectors and industry professionals come together, united by their passion for art.

So how can you, as an exhibitor, fully leverage the potential in Stockholm?

Why Stockholm?

Affordable Art Fair Stockholm is an ever-evolving event, centred around inspiring the international tastes of our famously curious crowds. Held in the residential area of Nacka, visitors are able to easily access the fair from both the city itself, as well as surrounding suburbs. Right on the Lännerstasundet river, it’s a beautiful setting for showcasing art. We welcome thousands of buyers to Nacka each year, who are uniquely unafraid to buy artworks they’ve never seen before. They’re always excited by first time exhibitors, wanting to be the first to snap up emerging talent and never-seen-before styles.

As a longstanding fair, the unique perks of exhibiting in Stockholm are often focused on the superb knowledge of our team. Fair Director, Carl Wilhelm-Hirsh, and Fair Manager, Lovisa Smyth Vasseur, have both been with Affordable Art Fair for a significant length of time. Their hard work and efficiency makes for smooth planning, production and unrivalled local knowledge. They really understand our art buyers and have connected with exhibitors over past years, taking a nurturing approach to our family of galleries with regular check-ins, cool down discussions on Sunday evenings, and pizza shared with everyone for a relaxed, well-fed pack down. 

Our well-known partners also appreciate these relationships, and the Stockholm team engage in pre-fair events outside the standard dates to bring high-net-worth individuals together. Whether it’s an art preview at our sought-after coworking space, or our Vernissage alongside private banking partners, Affordable Art Fair Stockholm isn’t just about the days of the fair – you will have the opportunity to sell to visitors throughout our campaign.

First impressions of the fair

We’re often amazed by the number of new visitors we see arriving at the fair each year. As an arts event focused on fun and interactivity, a unique approach in Stockholm, we consistently attract a strong pipeline of first time and Next-Gen buyers. Eager to start their art collecting journeys, these visitors create a real buzz within our venue.

Flooded with natural light, Nacka Strandsmässan is the perfect environment for showcasing art. Beautiful throughout the day and sophisticated during our Late Night events, the fair is visually impressive during all opening hours. The entire area has a great feel, with a curated layout that takes care to avoid any hidden corners. There’s no stand space considered less desirable – wherever you present, everyone gets equal visibility.

Who are our audience?

Stockholmers are astute and innovative art buyers, always wanting to be the first to spot new styles or seek distinctive pieces for their collection. That being said, we tend to find that they are more alike than they think! The Swedish sensitivity to a range of trending mediums often means that tastes across our demographic present similarly, creating a cohesive fair whilst championing originality.

A rich history of supporting both classical and modern art means that a broad range of galleries can thrive in Stockholm. Back in 2021, we saw the rise in popularity of photography, whilst abstract art and sculpture have become hugely popular over the past two editions. So, no matter your individual style as a gallery, our art buyers are ready to connect with all forms of contemporary art. Just make sure to be pre-prepared with artist stories they can relate to – Stockholmers seek connection, so hiding behind laptops won’t help your sales!

Fair Director, Carl Wilhelm-Hirsch’s, top tips for success:

Be clear on pricing. Use the ‘Under 5,000kr’ stickers provided. These work well as conversations starters, so do ensure that you have artworks under this price to draws people into your stand. From there, it’s easier to encourage higher price points.

Don’t be afraid to engage. Our crowds are very friendly and will want to talk to you about your art to form connections.

Buyers are loyal. If someone has brought from you previously, they’ll likely want to see what you’ve got that’s new. Give out your information and ask for their email to keep in touch. Stay involved with that customer!

Main image: WAY Gallery’s stand at Affordable Art Fair Stockholm 2023, featuring work by Maria Sandström.