Two decades of ZONAMACO

Madara Enzele: First, please share about your history with ZONAMACO! 

Direlia Lazo: I'm originally from Cuba, but now I live in the United States. My collaboration with ZONAMACO began around three to four years ago. One of my first projects was curating the EJES section, which focused on both young and established galleries. Additionally, I worked on a project called EL PATIO. During this project we exhibited sculptures, installations and other interventions in an outdoor space of more than 7000m2. It was a hybrid format that we developed post-pandemic, and it was truly an amazing experience. In my previous work I focused a lot on motion, creating a platform for transitional spaces, and incorporating emerging and new types of galleries. It was about exploring all the possible ways of representing art and collaborating with artists. And then I received the invitation to become the artistic director of the fair, which I'm incredibly honoured about. This is my first year in this role.

Jimena Perez Dib: I've been with ZONAMACO for the past 14 years, so it's been quite a long journey. About five to six years ago, I took over the commercial aspects of the fair, which includes managing sponsorships, partnerships, and special events. It's been incredible to witness the fair's evolution over the many years I've been involved and I'm very proud to be a part of this growth. This year, we are celebrating ZONAMACO's 20th anniversary, and I feel fortunate to have been part of this event for more than half of its existence.

Madara: Direlia, congratulations on the new role at the fair. Could you please share what is your vision for the next chapter of ZONAMACO? 

Direlia: Absolutely! The next iteration of ZONAMACO is particularly special as it's an anniversary edition, which naturally brings a high level of enthusiasm.

We're adopting a strong curatorial approach for the sections. The emerging section, ZONAMACO Ejes, will center around the themes of pleasure and politics this year, curated by Bernardo Mosqueira. Then there's the ZONAMACO Sur section, which is one of the fair's highlights. This section is where visitors discover galleries from around the world, featuring immersive installations and solo presentations. This is the third year that Luiza Teixeira de Freitas will curate this section, focusing on themes of care and exploring societal ties.

I'm eagerly anticipating this edition, knowing the hard work that goes into these sections. Additionally, for this anniversary, we're integrating a program for installations and sculptures throughout the convention centre. This program is by invitation only, and we've invited up to 15 galleries that have been with us from the very beginning. It's the first time we're taking this kind of approach at the art fair, and I'm very much looking forward to it.

Madara: While strong curation of different fair sections has been crucially important for ZONAMACO over the years, are you planning to have a specific approach to overseeing the programme as a whole? 

Direlia: There's a specific aspect I'm particularly keen on exploring: strengthening ties with institutions.

One of my primary focuses will be on building and reinforcing these relationships, which I see as crucial to the overall program.

Madara: What would you say is the main aspect that attracts international galleries to ZONAMACO, and how do you manage to keep a healthy balance between international and local exhibitors, which is essential to help foster the local ecosystem of Mexico City?

Direlia: The institutional ecosystem in Mexico City is incredibly strong and influential. We have serious museums and foundations that curate programming throughout the year, gaining significant visibility on the international stage. This is one of the key reasons international galleries are eager to engage with and have a presence in the Mexican context.

Balancing the participation of international and local exhibitors is indeed challenging, as everyone wants to be a part of ZONAMACO. For this anniversary edition, we've focused on welcoming galleries that have been long-time supporters of the fair, while also making room for new galleries. This was challenging because our space is limited, and we don't intend to expand the fair size-wise. Our goal is to maintain a focus on quality and strong proposals. So it was a bit of a challenge, but I'm very pleased with the selection and the proposals we have. The fair will showcase a bit of everything that's currently happening in the art world.

Madara: Jimena, perhaps you can share about the audience engagement activities the fair is working on? And continuing on what Direlia just shared: how do you balance activities that attract both international and local audiences? 

Jimena: Certainly. I believe ZONAMACO is extremely fortunate to be held in Mexico City, as this location naturally fosters the perfect balance between engaging the local scene, which is incredibly rich, and attracting an international audience. As Direlia mentioned, everyone is eager to be a part of the vibrant local scene. Additionally, our geographical position makes it convenient for international visitors to attend. 

The substantial international turnout at the fair amplifies their impact. I think this unique blend of local and international presence is a crucial aspect of what ZONAMACO has to offer.

Madara: Are you also working on planned activities that ensure the local audiences are engaging with the fair as well? 

Jimena: Absolutely, we have a very rich program of events surrounding the fair, specifically designed to engage local audiences. Some events are directly organized by us, like the big anniversary party this year, which is part of our annual 'Artsy Nights' program. In addition, we've created an extended program that involves local galleries, museums, and institutions. These partners put together a variety of activities, ranging from social events to openings and special exhibitions, all happening during ZONAMACO week. The local offerings are exceptionally rich, with many events that locals are eager to experience. Everyone tends to save their best for this week. It's also a packed schedule for the international visitors who attend the fair. They have their days fully booked with visits to the fair, museums, gallery openings, and the numerous parties and dinners. It's a bustling time for everyone involved.

Direlia: I'd also like to mention that we've recently launched the VIP program, and there's another exciting highlight that I'm sure Jimena will provide more details about - it's the new prize we've announced. We are incredibly proud and eagerly anticipating this new initiative, as this prize is the largest ever granted at an art fair, and the philanthropic support behind it is exceptionally generous.

Jimena: Yes, we have numerous exciting initiatives in collaboration with our partners this year. One of the annual highlights is the awards and prizes they provide, and this year is exceptionally significant.

What makes this award truly special is that it's decided by the audience. Anyone attending ZONAMACO can cast their vote. When you visit the fair, you'll have the opportunity to see the works, and we'll have approximately 30 finalists nominated. You can vote for your favourite, making it a completely democratic award. The artist with the most votes will be the winner, and we'll announce it at the end of ZONAMACO week on Sunday. We hope to continue this award for many years as it aligns with our focus on supporting galleries and artists.

And that's not the only prize; we also have the AXA Acquisition Award, the Tequila 1800 Collection Award for emerging talent, the Casa Wabi Award highlighting women artists, and many more. These awards, which are provided by our long-time partners, who have supported the fair for many, many years, have become staples of the event. Galleries eagerly anticipate the nominations and awards. 

Direlia: I'm particularly delighted that the awardee is chosen by the attendees of the fair, especially considering the diverse audience groups we welcome. We receive numerous groups from museums, boards, and donors. 

Jimena: Yes, exactly! In our last edition in February 2023, we welcomed over 50 museum groups to the fair, which was a record-breaking number for us. I'm confident that this year's attendance will be even higher. Speaking of total attendance numbers, we had 77,000 people visit ZONAMACO the previous year, and I'm quite certain that the number will continue to grow in the upcoming edition.

Madara: With these truly impressive attendance numbers and the fair celebrating the 20th edition I have to ask: How has the global art market's perception of Latin American contemporary art evolved in the last decade? Do you feel the growing interest in Latin American art has influenced your work as well? 

Direlia: Certainly, it's interesting to observe how the perception of Latin American contemporary art has evolved over the past decade. From my perspective, there has been a noticeable increase in the presence of Latin American artists in institutions not only across the United States but also in Europe. It all starts with exhibitions in these institutions, signifying a moment of recognition.

We are navigating through these fantastic moments of having extensive representation of Latin American artists on a global scale. ZONAMACO, as the first major art fair in the annual calendar (following Basel's early December closure), plays a pivotal role. There's a two-month recovery period for collectors, and then the art market comes back to life. It's a moment when galleries eagerly anticipate and prepare for the fair, and the strong presence of Latin American art is undeniable.

So, I have to say that I am hopeful and excited about the growth and recognition of Latin American art in the global art market and I believe it will continue to grow. 

Jimena: Indeed, this growing interest has also changed my work. When it comes to collaborating with partners and brands, there has been a noticeable shift in recent years. We used to engage in smaller projects with their Mexico offices or agencies. However, the landscape has evolved to the point where we now engage in discussions with the global teams or even legal departments of these brands.

This evolution is a continuous process, and we've seen the projects undertaken by these brands in the region expand rapidly year by year.

Madara: Are there any tools or instruments that you would need to continue this growth? 

Jimena: In my view, as long as we continue to have the incredible galleries that participate in the fair and a dedicated audience that supports them, the fair will thrive and grow. It's essentially a two-part equation: the galleries and their audience. This symbiotic relationship ensures that the fair remains successful from a market perspective, benefiting everyone involved, including our partners and sponsors.

Madara: Are there any new trends or movements in Latin American art and the art market in general that you're excited to feature in the upcoming fairs?

Direlia: Certainly! While figurative and representational works have been prominent over the past decade, there's a notable shift towards abstraction and a moment where identity exploration is blending with more experimental and research-driven visual expressions. So, there's definitely something exciting happening in these areas.

Additionally, immersive installations, sculptures, and performative art are also making a strong presence. It's a dynamic mix of artistic expressions that we look forward to featuring in the upcoming fairs.

Jimena: What's becoming increasingly evident for me is that visitors seek a more curated and immersive experience at ZONAMACO. They don't just want to attend, view art, and leave; they want a curated visit that allows them to connect with the art on a deeper level.

Many people are interested in the VIP experience, which includes having someone guide them through the fair and provide insights into the artworks and exhibitions. This VIP experience has become a significant part of our partnerships, as they aim to make guests feel welcomed and hosted within the fair. It often involves private tours, discussions with our curatorial team, or the opportunity to engage with Direlia herself. It's all about fostering a closer connection to the art and a better understanding of it.

Madara: How would you describe the current audience of ZONAMACO? 

Direlia: It's a balanced audience. We have professionals like curators, representatives from institutions and museums, and colleagues attending as VIP guests. On weekends, we also welcome a more general audience, including families with children. So, it's a well-balanced mix, and we aim to cater to a wide range of interests. 

Jimena:  I believe it's because people understand that it's a unique opportunity to see so many art proposals, artists, and galleries from around the world in one place. This rare chance attracts attendees who come with this in mind, and they spend hours exploring the fair, often returning on subsequent days. We offer a diverse range of gastronomic options within the fair, from high-end sushi to tacos. While it may sound simple, it's an essential part of the fair experience. People make a full day of it, enjoying lunch, drinks, visiting galleries, and attending conferences.

Direlia: That's absolutely true. When I first started coming to Mexico City for the art fair, you could already sense the excitement, even at the airport. The driver would ask, 'Are you here for the art fair?'. It's impressive because Mexico City is a huge city, and yet, the fair is widely known.

Madara: After gaining such recognition in the global art world, how do you manage to maintain strong ties with the general public without becoming, for lack of a better term, elitist?

Jimena: I think the balance we strike with our programme is essential. We feature blue-chip artists and galleries, which are fascinating even if you're not a collector. They're interesting to learn about – the whole 'Oh my God, this piece is worth millions' aspect is quite intriguing. But alongside that, we have rich sections dedicated to emerging artists, and our design section is particularly engaging for a wider audience. It's something more approachable, especially for those not deeply versed in the contemporary art world's craziness. So, definitely, our fair caters to a broad spectrum of interests. Even kids like it.  And as you mentioned yourself, the fair's impact is widely recognized – from the airport driver to everyone else in the city, they're aware of the event. We collaborate with numerous hotel partners for the fair, and many have shared that ZONAMACO week, along with Formula 1 week, which is a big deal in Mexico, are their busiest times of the year. These are the weeks that get booked the most in advance. There's a palpable excitement in the air during ZONAMACO week, something everyone can feel and perceive. It's quite impressive.

Madara: And turning to the 20th edition that will be held in a few weeks in February - do you have anything specific you would like to highlight from the programme?

Direlia: For the upcoming 20th edition, I'd like to put a spotlight on galleries that are presenting site-specific projects as well as the Erarta Prize. It will be fascinating to see the audience's choice this year.

Jimena: Yes, I also wanted to highlight the Erarta Prize. The whole awards programme is exciting, but this one in particular due to the large amount awarded. 

Madara: If thinking about the future of ZONAMACO - what do you envision? Which direction you'd like to see the fair going?  

Direlia: Looking to the future of ZONAMACO, I'm not so much focused on making changes as I am on consolidating what we already have. ZONAMACO has already become a reference point in the art world, and our goal is to continue building on that. We aim to strengthen our collaborations with major institutions and ensure that ZONAMACO remains a platform where galleries feel happy, represented, and embraced. So, yes - success for me means continuing the work we're doing, securing our position in the art world, and being the platform that everyone looks forward to.

Jimena: On my part, I envision continued growth through collaborations with brands that support artists and galleries. I'm looking forward to seeing more commissioned works, acquisition awards, and joint projects. From my side, our main goal is to bridge these two worlds and create opportunities that promote and support the work of artists and galleries. That's the direction I'd like us to pursue further.

Visit the 20th edition of ZONAMACO from February 7 to February 11 in Mexico City.