Art Fair Report: New Marketing Strategies
By The Editors
Installation view of *MAK2*’s Copy of a copy of a copy of a copy, 2024, acrylic on canvas, fireproof wooden boards, stainless steel, iron, plants, table, chairs, carpeting, 7.5 × 6 × 4 m, in the Encounters sector at Art Basel Hong Kong, 2024. Courtesy De Sarthe, Hong Kong.
Although average collector spending has declined, in-person events remain an expensive but necessary proposition for galleries. Meanwhile, art fairs are searching for ways to become platforms for bigger clients than art dealers, with sponsorship deals for luxury brands and even tourism boards looking to attract wealthy tourists.
