The (un)expected fair

On February 29 the doors of Superstudio Maxi opened for the inauguration party of (un)fair, one of the most interesting novelties in the Italian art fair industry. Actually, it’s not a proper novelty because (un)fair has been playing in the field for a few years now, precisely three. The idea was conceived during the difficult times of the pandemic and was first implemented in 2022, under the direction of Manuela Porcu and Laura Gabellotto. As stated in the manifesto, «(un)fair was born as an ironic denial of the original concept of the fair» and aims at creating new ways of interaction with the art world through a think-out-of-the-box approach. 

There are different reasons why people - especially at a younger age - tend not to buy art or attend art fairs, but (un)fair is challenging the status quo creating a space for new relationships and offering its support to today’s artists and galleries. In doing so, it simultaneously provides an opportunity for younger or potential collectors to ease into the art world and experience a unique approach to contemporary art.

Let’s now dive into the 2024 edition and see how it went!

The 3rd edition of (un)fair took place at Superstudio Maxi in Milan from March 1st to March 3rd, exposing a total of 60 galleries from different countries worldwide. The fair was co-produced by Stuperstudio Events and sponsored by Mail Boxes Etc, which also set up a wrapping station for professional packaging and home delivery of the artworks bought at the fair.

«Inclusivity» may be the keyword to explain (un)fair’s approach to the public: experts were welcome as much as novices, and all visitors were invited to be participants. The ambience was deliberately informal in order to encourage a chat between gallerists - always present on the scene - or artists - not always present on the scene - and visitors. (un)fair’s peculiar feature was the opportunity to actually live the fair: since the ultimate goal is to radically change people’s perspective on art collecting, you don’t just go and buy;

One of the most interesting examples is definitely yog-art, a format curated by Marta Massara and designed to approach contemporary art through yoga practices. The program consisted of five appointments through the duration of the fair, every session being different from the others according to the specifically selected art works and yoga styles. A very fascinating approach to experience art from a different perspective! The galleries that took part in the project were ESH Gallery, Candy Snake Gallery, Studio Leggero, Illustrazioni Seriali and Looking for Art (all based in Milan).

Another innovative aspect was the decision to include a series of activities for kids in collaboration with LopLop: a kids’ space with laboratories based on the theme of desire; and the Kids Art Tour, a 60-minute guided tour where participants could meet some of the artists and experience new ways to observe the artworks. This way, the fair becomes a space for families as well, stepping away from the idea that the fair is only for adults. Engaging children in the art world is very important for the future of the community since the younger they are when they approach art, the easier it will be for them to stay loyal to the environment and be involved in the future. Researchers have long been aware of the beneficial impact that art has on mental and physical health, hence involving the younger generations becomes quite fundamental. 

(un)fair’s will to encourage the creation of new relationships was also expressed through a rich program of special projects in cooperation with the institutions of the city: a list of talks curated by Giorgia Ligasacchi - art consultant at Pavesio e Associati with Negri-Clementi - on the themes at the center of today’s artistic discourse, featuring various guests; performances and creative laboratories; and for those who wanted to prolong the fun beyond the fair, a series of events organized in collaboration with Arca Milano. The 365 (un)fair format, curated by Mariacristina Ferraioli, offered a wide range of collateral activities in order to enrich the overall experience of participants: among these, Studio Visit - a series of meetings with professionals, aimed at  gallerists interested in new expertise - and a residency for artists and gallerists under 40. In this manner (un)fair again challenged the traditional identity of the fair, showing how it can change for the better and reinvent itself to attract a new and broader public. It proved that art can be for everyone: it's just a matter of finding what best suits you.

The artworks on display demonstrated a general understanding of current  trends that might be more appealing to  younger generations.

As announced in Rooy Charlie Lana’s advertising campaign, artists were invited to explore the theme of desire, which is at the heart  of many human behaviors including art collecting.   

Here is a selection of 6 galleries and respective artists you should follow (in case you don’t know them yet):

- TOBE Gallery (Budapest), with Gustavo Blanco-Uribe, Juan Brenner, András Gál, Andi Kacziba, Patel Rebelo and José Luis “Chuchi” Sánchez. The concept behind TOBE Gallery is to seek a different way of expressing and communicating photography as art;

- Spazio Nour (Milan, Antwerp), with Mahmoud Saleh Mohammadi and Lu Yi-Dan. Spazio Nour - nour meaning «light» in Farsi - was created in 2014 with the mission to illuminate Milan with beauty through the fostering of diverse voices and perspectives from around the globe;

- Galleria Ferrero (Ivrea), with Omar Hassan, Nadia Fanelli and Barbara Nejrotti. The gallery was born in 2011 at the second floor of Villa Nesi, from the will of collectors - now gallerists - convinced that contemporary art is both a passion and an investment;

- Silvia Rossi Artgallery (Bibbiena), with Linda Aquaro, Elia Fiumicelli, Ersilia Leonini and Domenico Silvestri. Silvia Rossi focuses on emerging art but doesn’t believe in the distinction of art categories, so her gallery is also a graphic design studio and a tattoo studio;

- Big Eyes Art Gallery (Bologna), with Psychonoir, Marie Sugimoto, Bebe Soho, ROGER.io and Electropantera. Big Eyes Art Gallery was created in the design concept store Fabrica Features by curator Tiziana Sanzone and presents works from the Contemporary Pop Art Movement;

- Atelier 882 (Morcote), with Irena Dragova. Irena Dragova is an artist who found her personal expression through bronze sculpture and Atelier 882 is her gallery. 

Overall, the (un)fair 2024 edition showed great potential and professionalism, with many interesting ideas. It has brought a breath of fresh air to the industry and will hopefully continue the excellent work it has done so far. One young visitor said: «This is my first time ever at an art fair. I’m not sure I will buy something, but I will definitely come back next year for the experience. Maybe I will buy something then», and this is probably a clear proof that the fair achieved its mission.