The world’s first internet art fair kicks off on 22 January when the VIP (Viewing in Private) Art Fair goes live, for one week only. Collectors fatigued by busy schedules and/or the crowds at Art Basel can, from the comfort of the location of their
The world’s first internet art fair kicks off on 22 January when the VIP (Viewing in Private) Art Fair goes live, for one week only. Collectors fatigued by busy schedules and/or the crowds at Art Basel can, from the comfort of the location of their choice, browse with the click of a mouse and purchase blue chip works offered by galleries from around the world. More than 138 galleries from 30 countries are participating, ranging from White Cube in London and New York’s David Zwirner to emerging international venues. Featuring innovative interactive features (buyers can chat instantly with dealers and gallery staff, informational artists videos are available for viewing) the fair is the first of its kind. AnOther talked to Jane Cohan, one of the founders of the VIP Art Fair, to get her take on how the internet has changed the way we buy and sell art.
How did the idea for the VIP Art Fair come about?
Three years ago we met Jonas and Alessandra Almgren when they became clients of our gallery. I learnt Jonas was a software developer and they had both been involved in several internet start-ups in Silicon Valley. At the time, we had been expanding how we used our gallery website and had started to use a private room feature where we could offer works to select clients. This opened our eyes to the possibility of harnessing the internet to reach new audiences and stay in touch with existing clients who, due to the spread of global wealth, were further and further flung. The four of us started to roll around the idea of using the art fair as a model to create a limited-time only, live event that would take place exclusively online and would be a platform for the leading galleries in the world.
The VIP Art Fair boasts some impressive interactive features. Could you describe a few of them?
In exploring the concept, we felt it was very important to improve the experience of looking at art online. This was foundational. We found ways to take advantage of new technologies that would help visitors understand the scale of artwork, to zoom in to see the details on the surface of an artwork, to stream a video and to provide lots of supporting information. What is really exciting is the integrated instant messaging that transforms the anonymous experience of looking at a website into a live event where gallery staff is standing by to answer questions. Once engaged in a chat conversation, the dealer can show the collector works that are in their inventory by creating what we call a Private Room where works can be seen directly on the computer screen by that one person only. It is as close to being across a desk together as possible at 4,000 miles apart. This way the dealer can respond to the collector who might be looking for works not on view in the gallery booth much like at the fairs when the dealer takes out their iPad to show works that are not in the gallery booth. The chat and Private Room features are available to VIP ticket holders. Another interactive feature that is available to all visitors (the fair is free to browse for anyone — a simple registration process is required) is the ability to create and share tours. People love to share what they are looking at and this way they can select works for gallery booths and curate their own tour. They can share it via e-mail or post it on their Facebook page.
What was the selection process like for the galleries participating in the fair?
We started by selecting our 12 founding galleries who are leaders in the field and represent the geographic reach that we aspired to in order to have diversity. With these founders, we built up a list of the leading galleries in the world ranging from galleries who have been on the scene for a long time and represent world-renowned artists to the younger more cutting edge galleries that are providing a burst of new energy.
How will the VIP Art Fair enhance a collectors experience of purchasing art?
We are taking advantage of the best aspects of the Internet — providing in-depth information. At the VIP Art Fair, the collector will have the opportunity to browse and research in the comfort of their own home, at their leisure and on their own time, with no aching feet! The images look great, the technology is dynamic and straight forward, and they can have fun exploring and sharing the treasures that they find.
The VIP Art Fair runs from 22 January until 30 January 2011.
Text by Ricky Lee
