Affordable Art Fair – 20th anniversary magazine

20 2 0 TH A N N I V E R S A R Y MAGA ZIN E

CO N T E N T S 20 T H A N N I V E RS A RY M AGA Z I N E

A V E RY WARM W E LCOM E

4

D I S C O V E R T H E J OY O F C O L L E C T I N G A R T We chatted with collector Aimee Luther about her art buying journey

5

M E ET COLLEC TOR JÖRN WI E MANN Jörn tells us why he loves collecting work by emerging artists

6

R E C E N T G R A D U AT E S R E V I S I T E D Lauded artist, Andrew Salgado, tells us all about his career and practice

8

DISRUP TION WITH A HUMAN TOUCH Meet our founder, Will Ramsay, the man behind 20 years of democratising art

12

D I S C O V E R T H E J OY O F C O L L E C T I N G A R T Experienced collector Peter Collins tells us why his artworks tell the story of his life

15

W H AT D O E S A F F O R D A B L E A R T M E A N ?

Why we put the ‘affordable’ in art

16

C R E AT I V I T Y I S T H E A N S W E R An interview with avid fair fan, Holly Tucker MBE, founder of Notonthehighstreet

18

HOW TO BUY A PI ECE OF ART Our handy step-by-step guide

21

PA R T Y L I K E I T ’ S 19 9 9 !

A collection of rad 90’s inspired pieces

22

A REVOLUTION IN ART Meet Johnny Gorman of Quantum Contemporary Art, who has been with us since the very beginning

24

IN GALLE RI E S W E TRU ST Why we choose and love to work with our family of galleries

27

Q U E STION S TO AS K AN ART GALLE RY Lets get those conversations flowing!

28

ME ET THE JOURNALIST CLAIRE ADLER

30

2

8 24

30 6

18

12

CO N T E N T S

3

A V E RY WA R M W E LCO M E I can hardly believe that it has been twenty years since October 1999, when we opened the doors to the very first Affordable Art Fair in Battersea Park, London!

From the very start, my vision for the Affordable Art Fair has been to democratise the artworld and bring art to the people! Alongside our family of galleries, so many of you (2.5 million to be exact) have been with us on this epic journey, by visiting one of our global fairs or purchasing one of the 500,000 artworks that have found happy new homes.

When I consider the art world today, while it is still just as emotive, educational, colourful and fun, it’s also so much more accessible than it was twenty years ago.

I am immensely proud that together we have played a part in this important cultural shift.

So, by way of saying a heartfelt THANK YOU to each and every one of you, we have created an online magazine jam packed with exclusive interviews, arty-advice and entertaining content to celebrate our 20th Anniversary and the journey that the Affordable Art Fair has been on.

Let’s party like it’s 1999!

W I L L R A M S AY, F OUND ER OF AFF ORDABLE ART FAIR

20 T H A N N I V E RS A RY M AGA Z I N E

WIN £250 ART VOUCHERS

If you’ve joined us on our mission to democratise the art world by buying an affordable artwork or visiting a fair, we’d love to hear your stories. Post on social media using the hashtag #myaffordableart to be in with the chance of winning £250 of art vouchers!

4

D I S COV E R T H E J OY O F CO L L E C T I N G A R T

5

T E X T ― 2019

WAT C H T H E V I D E O A B O V E O R C L I C K H E R E F O R T H E F U L L I N T E R V I E W O N O U R B LO G

D I S COV E R T H E J OY O F CO LL E C T I N G A R T

Living in what, at one point, was the UK’s slimmest house – at just 90 inches or 2.2 metres wide – Aimee Luther has taken a creative approach to filling her slim home with as much art as possible! Managing Director of über cool creative agency Fortnight Collective, Aimee has a passion for art dating back to her first pay packet and she frequently indulges at the Affordable Art Fair.

AN INTERVIEW WITH JÖRN WIEMANN WORDS BY OLIVER L AEHNDORF FAIR DIREC TOR, AFF ORDAB LE ART FAIR HAMB U RG

Isabell Kamp, Ceramic works

M E E T CO L L E C TO R JÖRN WIEMANN

A

n avid art collector for the past twenty years, Jörn Wiemann has a passion for collecting works by emerging artists.

20 T H A N N I V E RS A RY M AGA Z I N E

Living in Hamburg, Jörn has long supported the arts – working closely as a Patron of the Affordable Art Fair Hamburg Emerging Artist Exhibition and as a supporter of Millerntor Gallery. He has a collection of over one hundred pieces – many of which are by emerging artists.

6

“These days, we are constantly surrounded by so much negative news that I feel the need to create another dimension filled with colours, it’s like a breath of fresh air. Colour is something very powerful. If you use it correctly you can change how someone feels and behaves.”

Jivan Frenster, Self portrait

ARTIST’S INSIGHT

Nina Minnebo, Artist

YO U H AV E A PA R T I C U L A R LO V E F O R COLLEC TING WORKS BY EMERGING ARTISTS, W H AT I N S P I R E S YO U A B O U T T H E I R W O R K ?

JÖRN WI E MANN Up-and-coming artists often approach the creative process without bias. They haven’t been influenced by the art market so tend to experiment freely. I love that emerging artists present their work as a sort of ‘first love’, they’re excited and happy when viewers are interested in their work. When you meet an artist at the beginning of their career, it is very satisfying to watch them develop and see how they evolve over time. It’s like a rocket launching into space, that’s the most exciting part of the flight, right?

I L I K E W O R K S T H AT A P P E A L TO M E , S U R P R I S E M E , T E L L A S TO R Y, PROMP T AN EMOTIONAL RE AC TION AND C H A L L E N G E M E TO D E A L W I T H I T A C C O R D I N G LY.

When a collector acquires a piece from a young artist, they are also recognising their talent and encouraging them to continue, which fosters a really nice relationship.

There is also the benefit of works being more affordable at the start of their careers. Hopefully, later, they will become a sought-after name, with their works increasing in value.

Ki Yoon Ko and Igor Maier, Collaboration

TO R E A D T H E F U L L I N T E R V I E W WITH JÖRN CLICK HERE 7

M E E T CO LL E C TO R J Ö R N W I E M A N N

I N YO U R O P I N I O N , W H AT I S T H E R O L E OF AN ART COLLEC TOR IN AN ARTI S T’ S C A R E E R ? W H Y D O YO U L I K E G O I N G T O ART FAIRS? JW I think the collector plays a couple of serious roles, which make them important – on the one hand, they contribute economically to the artists livelihood, but that shouldn’t be their primary role. Over time, a collector can become a critic, a sparring partner, a motivator, even a mediator between an artist and gallery owner, the door opener. In short, they are a fan, buyer, critic, friend, promoter, mediator and motivator.

20 T H A N N I V E RS A RY M AGA Z I N E

R E C E N T G R A D UAT E S

REVISITED

AN INT E RVI E W WITH AN DR E W SALGADO WORDS BY CL AIRE ADLER

© Photography by Guy Bell

8

I

n 2009, the then recently graduated artist Andrew Salgado was given free stand space at Affordable Art Fair Battersea. Andrew credits this milestone with being an invaluable stepping stone in his career. Today, Andrew’s works are only available at his sell-out solo shows. One of his loyal collectors, the former chairman of the Institute of Contemporary Art Ivan Massow, has called Andrew a ‘genius’. I spent a morning in Andrew’s warm and vibrant company in his East London studio to find out how his career is evolving.

The rich colours in all the paintings which fill Andrew’s studio are joyful and energising. Chatting with Andrew, I realised that in many of the works he showed me, there lies beneath the surface a potent mix of pain, questioning and humour, a reflection of Andrew himself.

What’s clear is that Andrew puts his heart and soul into every piece and there’s nothing that brings him more fulfilment. At one point as our conversation was in mid-flow, Andrew suddenly began laughing cheekily as he apologised for looking straight past me and checking out the uncompleted painting behind me, as he found himself plotting how to perfect it once I had left.

DO BUYERS BECOME FRIENDS? AS Absolutely, I’m still good friends with some buyers from my initial Affordable Art Fair. As a teenager, I used to work at Aldo shoes which had a principle of offering impeccable after-sales service. I’m always grateful to my collectors and I make a point of sending hand-written notes along with a painting. More than once, a buyer who has just parted with £20,000 on one of my paintings appears even more excited by my handwritten note, which I find touching and also quite amusing.

W H AT A R E YO U R B I G G E S T C H A L L E N G E S ?

AS I am always raising the bar for myself. For me, my proudest moments include seeing my parents, siblings and nieces and nephews travel from Canada 9

RE C E N T G R A D UAT E S R E V I S I T E D

W H AT T H E M E S D R I V E YO U R W O R K ?

ANDR E W SALGADO Some say paint what you know. My works used to be about my personal identity but they’re now a commentary on the art world itself.

In 2008, I was the victim of a hate crime at a music festival in my native Canada. I got into a fight and lost my front teeth. This traumatic experience compelled me to use my art to stand up on behalf of the gay community, often through portraits. To this day, I find people often like the way I paint eyes.

I like offering up my works with a certain theatricality.

At my last big show opening in 2016, at Beers London, the walls were painted green, the floors were covered with AstroTurf and we released 500 specially bred butterflies – a tribute to the 49 people who lost their lives in a homophobic attack on the gay Orlando nightclub Pulse earlier that year.

20 T H A N N I V E RS A RY M AGA Z I N E

to join me at an opening. But I like to keep things challenging – whether it’s the way I repeatedly go over a painting to perfect it, the way I give a face or a facial feature expression on the canvas, or my ambitions of where I want my work to be seen on the international stage – and there’s a lot of pressure associated with that. I come from a family of academics, my mother is a teacher and my father is a doctor. Just as in medicine, I believe that in my art, mediocrity is not an option. My life as an artist involves daily determination, self-direction and grit – even though I know of course that being an artist is inherently a bit self-indulgent.

I F YO U H A D N ’ T E X H I B I T E D AT T H E A F F O R D A B L E A R T F A I R , D O YO U T H I N K T H I N G S M I G H T H AV E T U R N E D O U T D I F F E R E N T LY ?

AS Having an influx of attention helped catapult my initial sales. I remember selling works at the Affordable Art Fair to buyers from London and Germany for £3,500, which was so thrilling at the time. It’s intimidating how fast after university an artist needs to become a realworld business person. Any push in the right direction is momentous and I have to say my university education didn’t prepare me to become an artist. If it wasn’t for that initial Affordable Art Fair, it is conceivable I would have left London, which would have been a huge shame as I just love it here.

10

W H AT I S T H E D E F I N I T I O N O F A N A R T I S T ?

AS Anyone can be an artist but to be a good one you need to be respected by your peers and have a positive commercial and critical reception. I always knew in my heart I would be a career artist. My studio is my sacred space and it’s mostly just me here with my headphones, often listening to my favourite singer Tori Amos. Ultimately, there is nothing else I could ever imagine doing career-wise other than coming into my studio to paint. Beyond all the doubts that sometimes plague an artist, you have to believe you have something worth sharing.

In fact, when Harvey Nichols called me up in 2014 to ask me to create art for all their windows, I actually didn’t believe them at first. I thought it was a scam.

I called my gallery Beers Contemporary and said ‘this all sounds a bit sketchy’. I could hardly believe my art would be positioned throughout the store windows.

It turned out to be a fantastic opportunity.

W H AT K I N D O F P E O P L E B U Y YO U R W O R K ?

AS It’s often couples buying art for their homes. One time a guy wanted to buy a nude for his mum. I said to him: ‘Really? Are you sure?’

TO RE AD TH E FU LL INT ERVIE W WITH ANDREW CLICK HERE

ANDREW ’S PICKS We asked Andrew to select his favourite artwork from the Affordable Art Fair online marketplace. Next thing we knew, he’d picked two and we’d promised to show them both...

LU K E H A N N A M , S T I LL LI F E W I T H LI LLI E S , 2018 , £2,75 0 , O I L , C A M E RO N CO N T E M P O R A RY A RT

VIEW HERE

AS Luke Hannam is one of my favourite working artists, and I own one of his drawings – I also collect green art so this piece is right up my alley. He has an immediate, palpable style and is definitely a ‘painters painter’. I love the freshness and crudeness of his mark-making, similar to the Modernists of the early 20th century with a contemporary twist.

AS I am a sucker for a bright citrus – and this little sculpture is the right size and the right price. Just love it.

11

RE C E N T G R A D UAT E S R E V I S I T E D

GA R E T H G RI F F I T H S , T U C S O N I N N , 2018 , £2, 5 0 0 , S TA I N L E S S S T E E L , D E G RE E A RT

VIEW HERE

A N I N T E R V I E W W I T H W I L L R A M S AY WORDS BY CL AIRE ADLER

FOUNDER’S INSIGHT “I wanted to help people enjoy learning more about art and dispel elitist misconceptions around collecting art.“

20 T H A N N I V E RS A RY M AGA Z I N E

D I S RU P T I O N W I T H A H U M A N TO U C H

Will Ramsay, Founder of Affordable Art Fair

12

C

elebrating its 20th anniversary this autumn, the Affordable Art Fair, which started in Battersea in 1999 and this year stages 13 fairs in 10 cities, recently welcomed its 2.5 millionth visitor. I found it fascinating chatting to visionary founder of the Affordable Art Fair Will Ramsay, a military man who only later turned his attention to becoming a very creative entrepreneur.

Will constantly channels his fun-loving spirit and intelligent focus into questioning what visitors and exhibitors typically expect from an art fair and then makes sure to surprise and compel them. How else would you explain waiters on skates at the champagne bar? Or providing over £1.5 million to fresh art graduates in the form of free stand space and running free sessions for exhibitors to prepare them for the Affordable Art Fair? At a time when aspiring industry leaders seem obsessed with business models that are scalable and data-driven, I find it refreshing to reflect on a British success story that is not defined or shaped by technology and instead relies on celebrating items that are inherently scarce and impossible to replicate in large numbers.

rowing, rugby and parties galore. It was perfect for me as I don’t like being told what to do. In fact, the army was unsuitable for me after a certain point for the same reason.

F R O M G E O G R A P H Y U N D E R G R A D U AT E T O HORSE- MOUNTED BRITISH ARMY SOLDIER, H O W D I D YO U E N D U P F O U N D I N G A G LO B A L A R T F A I R ?

WILL R AM SAY There were a few clues scattered around in my early life that eventually all came together.

When I was at school, two cabinet ministers came in as guest speakers. I found that a very inspiring moment and it made me think big and believe anything is possible. I enjoyed painting and when I was 14, my art teacher John Booth told me my work was really good, so I did art A level. My family have served in the British Army and Royal Navy for five generations. I received a scholarship to join my father’s unit, the Royal Scots Dragoon Guards, a tank regiment, where I served for five years after university. While studying geography with a minor in art history at Newcastle, I was constantly organising things, mainly Scottish dancing as well as

W H AT A R E YO U R TO P T I P S F O R TR ANSFORMING THE PERCEPTION OF S O M E T H I N G W I T H A D U S T Y R E P U TAT I O N ?

WR My top two tips are to dissect your audience and to make it easy for people to say yes to your idea.

I noticed fashion shops, which were also selling things people didn’t strictly need, made it easy to become a customer and I copied them. I set up Will’s Art Warehouse with a choice of artists, friendly staff and music in the background. But it wasn’t scalable because art is generally unique. When a banker friend came back from an art fair and told me he couldn’t afford anything, I realised he was presuming wrong – it was just there had been no price tags. That was when I decided to create the Affordable Art Fair with prices on the walls. I decided I’d put the name on the tin. I wanted to get people to think differently and to say ‘This could be for me. I’ll bring my wallet along!’

H O W I S W I N E S I M I L A R TO A R T ?

WR Wine inspired me with the idea to democratise art. The 1980s was a time of economic optimism after decades of difficulties and people had more to spend.

The Majestic Wine chain was doing a great job of luring in and educating people who didn’t know much about wine. This all made me realise that there was a business opportunity to demystify art and bring it to the attention of people who didn’t yet know it could be very relevant to them.

D I S RU P T I O N W I T H A H U M A N TO U C H

13

I ’ M A F I R M B E L I E V E R T H AT ART HOLDS THE POWER N O T O N LY TO I N F L U E N C E T H E M O O D, B U T TO TR ANSFORM LIVES.

© Photography by Guy Bell

W H AT D R I V E S YO U ?

WR I’ve seen people visibly shaking with elation because they’ve just bought their first piece of art at one of our fairs. That is immensely gratifying.

We help galleries, artists and buyers enjoy art in their lives and we help empower gallerists and artists to make a living from art.

We sold our 500,000th piece of art in May 2019 at our Hong Kong Affordable Art Fair. Making an impact on the financial lives of artists and gallerists is enormously rewarding. I was thrilled when the artist Garry Pereira from Red Gallery came up to me and told me that the Affordable Art Fairs had enabled him to relinquish his part time job, secure a full-time studio, pay off mortgages and support his family comfortably through his art.

20 T H A N N I V E RS A RY M AGA Z I N E

Sometimes for an artist, the Affordable Art Fair is a stepping stone to greater things.

Rana Begam showed at the Affordable Art Fair and has since gone on to exhibit at Frieze and the Royal Academy Summer Exhibition. Meanwhile, the figurative artist Carl Randall has gone on to win prizes including the prestigious BP Travel Award in 2012. In 2014, his work was exhibited in Paris alongside artists including Andy Warhol and Jeff Koons and today his work is also to be found in the British Royal Family’s private collection. Meanwhile Andrew Salgado, who was a recipient of free stand space in 2009 when he first graduated, has had sell-out solo shows and established a loyal client following.

W H AT A R E YO U R P R O U D E S T M O M E N T S ?

WR When I first came up with the idea for the Affordable Art Fair, one gallery owner in particular was sceptical about the concept, doubting it would ever 14

work. I did smile to myself when some time later this gallery applied for a stand at one of our fairs.

Who would have thought that from that first fair in Battersea in 1999, I would have welcomed over 2.5 million visitors to our fairs around the world.

My most meaningful purchase of art, and one of the very few times I’ve ever spent anything above the Affordable Art Fair’s price ceiling of £6,000, was when I commissioned a statue of my grandfather. He commanded the British Navy at the evacuation from Dunkirk, and subsequently commanded the biggest armada the world will ever see; the D-Day landings.

A statue of him was created to stand at Dover Castle looking to Dunkirk, for the 60th Anniversary of the Dunkirk evacuation, and that led me to commission my own copy. My grandfather has been a driving force in my life.

I’m a firm believer that art holds the power not only to influence the mood, but to transform lives. I’m proud that over the years, we’ve donated over £1.6 million to local art therapy charities supporting people including those living with cancer, PTSD or in prisons. We’ve also spent £2.7 million on educational activities which take place at our fairs.

On a romantic note, two couples have actually met and married thanks to the Affordable Art Fair and their mutual love of this whole venture. One of our London team members moved to our New York office some years ago and met one of our New York team and they have since married. Another couple met while they both worked together in our London headquarters.

TO RE AD TH E FU LL INT ERVIE W WITH WILL CLICK HERE

D I S COV E R T H E J OY O F CO L L E C T I N G A R T

WAT C H T H E V I D E O A B O V E O R C L I C K H E R E F O R T H E F U L L I N T E R V I E W O N O U R B LO G 15

D I S COV E R T H E J OY O F CO LL E C T I N G A R T

Peter Collins’ thoughtful art collection tells the story of his life. Whether collecting works that make him feel connected to his husband or picking up an arty-aide memoir to remind him of travels-past, Peter’s discerning taste is driven by his emotional connection with each perfect piece.

WHAT DOES AFFORDABLE ART MEAN? W

ith a name like the Affordable Art Fair, we’re no stranger to questions about the pricing of artwork.

We understand that the word ‘affordable’ means something different to everyone. With this in mind, we wanted to share some of our thoughts about what affordability really means, and why we’re your first-stop to find those original artworks that, after the initial outlay, will give back to you everyday for a lifetime.

I T ’ S A L L R E L AT I V E

20 T H A N N I V E RS A RY M AGA Z I N E

WE WORK WITH ART EXPERTS When you’re buying from the Affordable Art Fair you’re paying for the knowledge and expertise of the carefully selected galleries we work with. That expertise comes from years of research and understanding the contemporary art market, which has given them the ability to the spot the latest art trends and develop a portfolio of established and emerging artists.

16

You may not be able to buy a £15 poster at one of our fairs, or through our online marketplace but for not much more, you can pick up a gorgeous limited edition print or illustration. By expanding your budget a little further, you’ll be able to invest in an original painting – the relative increase in value for money is exponential!

W E ’RE COMMIT TE D TO QUALIT Y Perhaps most importantly, we provide you with the best possible art for your budget, whatever it may be. Our careful selection process, relationship with the galleries, curation of artists and knowledge of the global art scene, ensures you’ll be buying high quality pieces.

C R E AT I V E S K I L L S TA K E TI M E TO D E V E LO P

17

W H AT D O E S A F F O R DA B L E A RT M E A N?

Whether creating delicate sculptures, bold abstracts or detailed etchings, our artists not only spend a great deal of time honing their craft and becoming experts in their field. By investing in an artwork, IT’S ALL ABOUT THE you are supporting the skills and ART ECOSYSTE M expertise of the artist; perhaps Since the very beginning we’ve even supporting a craft or skill that been passionate about supporting is becoming rarer or encouraging living artists. Because our artists a new and exciting medium. are living, we seriously value the time and commitment that goes into their artwork. Focusing on living artists means that you know H AV E W E C O N V I N C E D YO U ? that your money is going to the We consider ‘affordable’ to be the place it’s needed the most, the combination of the investment in a creative artists and their gallerists. skill honed over years; the time and materials used to create each piece; the knowledge you are purchasing from and supporting living artists; the confidence that every single artwork is either an original or a limited edition; and the reassurance of purchasing from a carefully selected family of Affordable Art Fair galleries. The term affordable clearly means so much more than just the price tag.

A N I N T E R V I E W W I T H H O L LY T U C K E R M B E WORDS BY CL AIRE ADLER

20 T H A N N I V E RS A RY M AGA Z I N E

C R E AT I V I T Y I S THE ANSWER

IMAGINE IF WHEN A C H I L D S AY S TO T H E I R PA R E N T ‘ I WA N T TO B E A F I S H S C U L P TO R ’ A PA R E N T C O N F I D E N T LY A N D F E A R L E S S LY ANSWERS ‘OK, LET’S M A K E S U R E YO U K N O W MORE ABOUT THE O C E A N S A N D L E T ’ S TA K E YO U S C U B A D I V I N G ’ ?

© Photography by Guy Bell

18

H

olly Tucker MBE co-founded the online gift business Notonthehighstreet in 2006.

By the time David Cameron named her the UK Ambassador for Small Creative Businesses in 2015, she was already on the way to amassing a list of entrepreneurship awards as long as both her arms.

With her latest venture Holly & Co, Holly is on a mission to inspire and advise owners of small creative businesses. Like Will Ramsay, Founder of Affordable Art Fair, Holly is obsessed with bringing colour and fun into nurturing small creative businesses. I met Holly at the Holly & Co café where we were surrounded by a children’s Summer Exhibition of art which attracted entrants as young as three. Here, Holly, who is a regular at the Affordable Art Fairs, filled me in on the joy of being creative, commercially-minded and empowered at work, as well as channelling her passion for art on the rare occasions when she’s not working.

W H AT M O T I VAT E D YO U T O S E T U P H O L LY & C O ?

HT By 2021, half the British workforce will be self-employed. My main goal is to help people of all ages build businesses doing what they love, because I believe that will make everyone happier.

Three strands inform everything we do at Holly & Co. Firstly, I believe the British children’s education system isn’t preparing young people for a life of entrepreneurship.

We plan to circumnavigate the education system by creating social media, videos and events which will be outside the mainstream school curriculum.

Secondly, every year in the UK, men are starting 150,000 more businesses than women are. Over the course of four years, that amounts to a staggering £250 billion in revenue for the UK and so I’m passionate about closing this gap and championing women in business.

Thirdly, I’d like to see people vote with their money and vote small. Small creative businesses can improve national well-being. Imagine high streets inhabited by shopkeepers who know their customers’ names, cities where people feel connected to their local community, a society where there is less isolation and depression is no longer rife.

19

C RE AT I V I T Y I S T H E A N S W E R

W H E N D I D YO U F I R S T B E C O M E AWA R E O F YO U R PA S S I O N F O R A R T A N D C R E AT I V I T Y ?

HOLLY TUCKE R I always loved art at school. For my A levels, I got A in art, an A in craft, design and technology and a D in business studies! Today, the thrill of injecting colour and creativity into everything I do is central to my life and work. For me, it’s about thinking outside the mainstream, being in problem-solving mode and being around people who work with their hands in some way. I believe in the enormous power of art and creativity to combat feelings of depression and isolation.

If I ever feel low, the first thing I do is take myself off to the Tate to see an exhibition.

I’m inspired by Ken Robinson whose TED Talk ‘Do Schools Kill Creativity’ has had over 60 million views – he questions why we aren’t encouraging young people to become artists, chefs and ballet dancers. Aside from my work, my love of art and creativity comes through clearly in my home. For me, my home is my yoga – it’s my hobby and enhances my wellbeing. This explains why I just love going to the Affordable Art Fair, with its unique atmosphere and wonderful edit of artworks on show. I’ve been going every year since 2010 and let’s just say I have never left empty-handed.

W H AT WA S YO U R F I R S T I M P R E S S I O N OF THE AFF ORDABLE ART FAIR? HT When I walked into the Affordable Art Fair, I was filled with excitement to have found myself in a setting that spoke to me like that, my palms were sweating, and I just relished the moment. I knew I’d arrived somewhere very special.

20 T H A N N I V E RS A RY M AGA Z I N E

My most recent acquisition from an Affordable Art Fair is a limited edition print from Jealous Gallery by the artist Margaret Calvert OBE, who is responsible for the street signs on roads all over Britain, including the sign showing men are at work. For the 100th anniversary of women’s right to vote, she created a female version of the sign called Woman At Work. I just had to have it.

I love how it absolutely reflects my entrepreneurial life, a large portion of which involves witnessing women working their butts off.

I’m also addicted to Finn Stone’s animal art. I have a zebra head with a Bowie stripe on its eye, a chair with a dog on the bottom, and a polar bear with the Kiss rock band on its face.

TO R E A D T H E F U L L I N T E R V I E W W I T H H O L LY C L I C K H E R E 20

H O L LY ’ S P I C K We asked Holly to select her favourite artwork from the Affordable Art Fair online marketplace.

VIEW HERE

D I TO VO N T E A S E, D I TO S T E V E J O B S , 2014 , £18 0 , LI M I T E D E D I T I O N PRI N T, I N G O F I N C K E GA LL E RY

W H E N D I D YO U K N O W YO U W E R E O N TO S O M E T H I N G ?

HT With Notonthehighstreet the moment was when I was receiving my MBE at Windsor Castle. I went along with my husband, son and sister, who was the third employee at Notonthehighstreet and is my co-founder at Holly & Co. At one point, we all looked at each other and smiled, and I thought ‘we must be doing something right’. It was a beautiful and rare moment of reflection.

HT I love this! I am looking for some artwork to adorn my teenager’s walls and these really made me smile. He has captured everyone from Steve Jobs to Frida to Mona Lisa! Perfect!

H OW TO B U Y A PIECE OF ART 1

F

or some, buying your first piece of art can be a heady, exciting experience, but for others it can be a little overwhelming. Don’t worry if the latter is true for you – as art experts we’ve long been giving advice to help first time art buyers breeze through the process and take home the perfect piece to enjoy for years to come.

Whether you’re planning to attend one of our fairs, or want to purchase from our online marketplace, by following the steps below, you’ll be an expert in no time at all…

2

3

C O N S I D E R YO U R S T Y L E

S E T YO U R B U D G E T

D I P YO U R TO E I N !

How should the artwork work with your décor? Sprucing up a boring room? Try a bold graphic print! Cluttered space need a detox? Try a calming abstract work for some zen. Plus, don’t forget to measure up!

Having a rough sense of budget can really help you focus. You’re more likely to find a limited edition print for under £250, than a painting or sculpture – but you never know!

Visiting a fair? Make sure you explore the whole fair, go aisle by aisle or A – Z, to see 1,000s of affordable artworks.

6

5 ASK QUESTIONS

Finding the perfect artwork is just like falling in love. If you’re still thinking about that piece, then you know you’ve found the one for your walls! There is no better reason to purchase and it means you’ll enjoy it for years to come.

Visiting a fair? The most exciting part of art collecting is learning all about the artist and their work. Speak to the gallerists – they’re as passionate about art as you are!

Buying online? You can still get expert advice! Our Customer Service team can provide information, plus tips to help with your purchase.

Just click ‘Enquire’.

4 TA K E A M I N U T E TO T H I N K …

Visiting a fair? There’s so much to entertain yourself with while you ponder; take some time out in the café or join an arty workshop.

Buying online? Brew a cup of tea, talk it over with a friend or go for a stroll before making a decision.

21

H OW TO B U Y A P I E C E O F A R T

F O L LO W YO U R H E A R T !

Buying online? Explore our online marketplace, we have over 9,000 works!

PA R T Y L I K E I T ’ S 19 9 9 !

C

ast your mind back to 1999, a time when the Euro currency had just been created, we were all bugging out over the Y2K crisis with a sense of fear only rivalled by The X Files, we praised with Fatboy Slim, and The Matrix and Notting Hill were must-see films. Let’s party like it’s 1999 with our rad arty collection.

1 2

20 T H A N N I V E RS A RY M AGA Z I N E

ARTISTS 1. C lare Halifax, Battersea Power Station, 2015, £300, Silkscreen Print, Wychwood Art 2. Lucie Sheridan, Bjork, 2018, £100, Silkscreen Print, Will’s Art Warehouse 3. Hock Tee Tan, After Modigliani Neon, 2018, £6,000, Glass, The HUX Gallery 4. P ierre Williams, Dead Quiet Listening to a Long Player I, 2018, £995, GreenStage Gallery 5. A melia Wood, Hudson splash, 2017, £3,500, Acrylic, The Art Movement 6. Alex Popa, Call Him, 2018, £1,100, Acrylic, PAVOT 7. Paula Wilkins, Mother and Child II’, 2016, £1,600, Mixed-Media, Degree Art 8. C ai Yuan, One World, One Dream (Pink), 2010, £300, Mixed-Media, TAG Fine Arts

VIEW THE FULL COLLEC TION HERE 22

3

C O L L E C TO R ’ S I N S I G H T “Colour plays a vital role in impacting my mood, as does lighting. Keeping my home fairly neutral with a cool colour palette keeps me calm, but then I love expressing my creativity through bold injections of colour. Pinks, yellows and sapphire blues are among my favourite – they remind me of being in Ibiza and feeling carefree.”

Sophie Scott, Editor, Balance Magazine

4 5

6

7 8

PA RT Y LI K E I T ’ S 19 9 9!

23

AN INTERVIEW WITH JOHNNY GORMAN WORDS BY CL AIRE ADLER

ART FAIRS AND A S TRONG MIX OF BRITI SH A N D I N T E R N AT I O N A L C L I E N T S A R E T H E L I F E B LO O D O F O U R B U S I N E S S A N D W E H AV E AROUND 250 ART WORKS ON THE MOVE B E I N G T R A N S P O R T E D TO A R T F A I R S A R O U N D T H E W O R L D AT A N Y O N E T I M E .

A R E VO LU T I O N IN ART O

20 T H A N N I V E RS A RY M AGA Z I N E

ctober 2019 in Battersea is the 100th Affordable Art Fair for gallerist Johnny Gorman, owner of Quantum Contemporary. Johnny counts Buckingham Palace, Woburn Abbey and Dragon’s Den judge Nick Jenkins among his clients. I loved meeting Johnny in his gallery, minutes from the Affordable Art Fair venue Battersea Park, to hear him regale me with anecdotes about his sometimes hilarious, sometimes inspirational moments in the art world – in particular the story of an American in jeans and how the Affordable Art Fair has been a ‘miracle’.

24

Stephane Joannes, Tanker 71, Oil, glycerin and bitumen on canvas, Quantum Contemporary Art

Johnny has a knack for selecting artists that have their own unique voice, often those who employ innovative, thought-provoking techniques to create their works whether it’s the extraordinary use of feathers to create silhouettes or painting still lifes that look somewhere between a photograph and the work of an 18th century Old Master (more on both later).

The longstanding relationships Johnny enjoys with artists he represents as well as his client list to-die-for are evidence, if it were needed, that he definitely made the right decision leaving his earlier career in banking behind him.

There is a legendary story from the late 90s, it’s said that an American in jeans once walked into a gallery asking if there was any more work available by a particular artist, only to be ignored by the posh girl at the desk.

Somewhat irritated, the American left, which was when a man in the gallery remarked to the receptionist: ‘That was Bill Gates, you know,’ to which she responded ‘Who’s Bill Gates?’

QUANTUM CONTEMPOR ARY AND THE A F F O R D A B L E A R T F A I R W E R E E S TA B L I S H E D AROUND THE SAME TIME. WHY? JG In the late 90s and early noughties, art became sexy. Property prices were on the up. This led to a slew of TV programmes about interiors, including Changing Rooms presented by the flamboyant 25

A RE VO LU T I O N I N A R T

W H Y H AV E T H E L A S T 2 0 Y E A R S P R O V E D TO B E A T U R N A R O U N D T I M E F O R A R T ?

JOHNNY GORMAN While art had been a minority interest, over the past 20 years it’s become hot property.

I had always wanted a career in art but after leaving the army, I got side-tracked into banking for a decade.

When I left the City to start Quantum 22 years ago, art galleries tended to be elitist, with no prices on the walls.

On a Saturday they were only open from 10 till 2 – that was, if they even opened the door to you once you rang on the bell. Gallerists often posed visitors the patronising question ‘Do we know you?’

Ana Kapor, Mare Nostrum, Oil on board, Quantum Contemporary Art

Laurence Llewelyn-Bowen. At that time Saatchi’s pivotal exhibition, Sensation, took place which featured Young British Artists, Tracey Emin and Damien Hirst et al.

People began talking about controversial Turner Prize winners and art was on everyone’s lips. Selling art was like pushing at an open door.

Nowadays, luxury fashion shops have taken over from many of those old Mayfair galleries. Many high street retailers are on their knees. The Belgravia Gallery is now in Surrey. Open studios – where artists share spaces at low rental prices and have open weekends – are growing in popularity. The Affordable Art Fair and its experimental, fun-loving approach is more relevant than ever.

YO U ’ L L S O O N H AV E E X H I B I T E D AT 10 0 AFF ORDABLE ART FAIRS OV ER 20 Y E ARS, W H AT K E E P S YO U C O M I N G B A C K ?

JG Art fairs and a strong mix of British and international clients are the lifeblood of our business and we have around 250 art works on the move being transported to art fairs around the world at any one time. In the coming months, we will be travelling to Affordable Art Fairs in Melbourne and in Singapore.

As Quantum Contemporary has developed, art fairs have become an essential part of our business model.

The Affordable Art Fair dreamed up by the founder Will Ramsay, was disruptive, inspired and a miracle of timing.

Where else at an art show do you see 20,000 people arriving with friends, family and/or dogs, enjoying a glass of wine or a cocktail and finding themselves being welcomed by performers on stilts or dressed up as hedges? And an art fair located in Singapore’s iconic Formula One racing track pits?

Quantum is proud to have been the first gallery to sign up for Affordable Art Fairs in new cities, including Melbourne this September.

THE AFF ORDABLE ART FAIR DRE AMED U P BY THE FOUNDER WILL R A M S AY, WA S D I S R U P T I V E , IN SPIRED AND A MIR ACLE OF TIMING.

20 T H A N N I V E RS A RY M AGA Z I N E

W H I C H O F YO U R A R T I S T S E L I C I T T H E MOST POWERFUL RESPONSES? JG We’ve almost had punch ups over some of our art works. Recently, four pieces by one artist were snapped up in 20 minutes. They were by Marie Ange Daude, who fashions striking portraits by suspending feathers on nylon threads. At one point, two people were shouting at me, with one wildly gesticulating with his black Amex card.

Alison Pullen’s works always get people talking.

Alison Pullen, whose works sell for £2,600, cuts out pages from Architectural Digest and interiors magazines, pasting them together and painting over them to result in mesmerising rooms within rooms that draw your eyes inside them. After HM the Queen commissioned two of them, the V&A called to buy one as well.

26

TO RE AD TH E FU LL INT ERVIE W WITH JOHNNY CLICK HERE

IN GALLERIES WE TRUST A

s an international gallery-led fair, it’s no surprise that we consider the galleries we work with to be a part of our family. With this in mind, we thought we’d tell you a little bit more about why we absolutely love, and choose to work, with galleries.

1

YO U C A N A C C E S S M O R E A R T Rather than exhibiting individual artists, working with galleries means that you have access to their full roster of creative talent. That equals a whole lot of artist support and art at the fair – giving you a greater chance to find the perfect piece for your home.

2

A R T I S T S C A N F O C U S O N C R E AT I N G We’re not saying that the roles of gallerist and artist don’t mingle at times, but with galleries taking care of the marketing, sales and administration that goes handin-hand with running a business, it means that our artists have the space and time they need to be creative.

3

EXPERT INSIGHT With years of experience under their belts, gallerists develop real insights into tastes, trends and the art market as a whole. This makes them able to spot, and connect you with, the hottest new creative talents.

Plus, they can support you when you’re buying art as a gift, a tricky hanging problem or working towards a specific budget.

4

So, when you’re looking for your next perfect piece of affordable art, you can be confident that you’re viewing a curated collection of artwork, hand-picked by an expert family of galleries, who in turn were selected by art experts with two decades of experience – us!

27

I N GA LLE RI E S W E T R U S T

O N LY T H E B E S T This being our 20th Anniversary year, we’ve also learnt a lot about the types of art you love. And with this knowledge, hand-in-hand with our ethos of putting on friendly, welcoming events – it goes without saying that we choose to only work with the galleries we consider to be the cream-of-the-crop!

QUESTIONS TO ASK A GALLERIST

H 20 T H A N N I V E RS A RY M AGA Z I N E

ere at the Affordable Art Fair, we want to make buying art as easy and relaxed as possible – which is why Will Ramsay created the company in the first place! Whilst we know that buying art is an emotional and intuitive experience, we’ve always encouraged our visitors to get chatting to gallerists at the fair, however starting a conversation can be easier said than done. So, to help, we’ve pulled together a few questions to get the conversation flowing:

28

C O L L E C TO R ’ S I N S I G H T “Follow your instincts. Art is truly a matter of personal taste and you have to want to surround yourself with these pieces as a way of expressing yourself through your home. Whether or not an artist’s work will appreciate in value might not be as important as whether or not it fills you with joy when you look at it.”

Laura Egloff, Fashion Designer & Creative Director, Velveteen

1. W H AT I S T H E M E D I U M ?

While simple, there’s no such thing as a wrong question at an Affordable Art Fair – plus sometimes it isn’t immediately apparent! Finding out a little more about the materials used to make an artwork can help you understand the process behind it, whilst learning more about the artist and their creative ethos.

5 . W H E R E W O U L D YO U H A N G T H I S P I E C E ?

Don’t forget that gallerists are also expert art installers and hangers and will have plenty of advice about what type of interior a work might go with and they can help you visualise the piece within your own home. If you’re feeling unsure, have a chat about the space you want to fill – having a photo to hand is also really handy.

2 . C A N YO U T E L L M E A B O U T T H E A R T I S T ?

Many gallerists who exhibit with us have been working with their artists for years. By chatting to them about the artist you’re interested in, you’ll be met with a series of delightful anecdotes from the artist’s background, creative practice to the work itself.

6 . C A N I PAY I N I N S TA L M E N T S ?

If your budget is a little tight, never feel like you can’t discuss this with a gallerist. They might have a slightly smaller piece by the same artist tucked away, or, they may be part of a payment scheme which means you can spread the cost over monthly or quarterly instalments.

4. IS THE ARTIST POPUL AR? Our exhibitors sell artwork on a daily basis and they’ll be used to all manner of questions, so it’s important not to be shy. However, our top tip is always to buy from the heart, this way if the artist becomes highly collectable, and the value of your piece increases over the time, it’s an added bonus. If not, so what? You love it!

7. W H AT ’ S N E X T ?

Finally, for enthusiastic art-lovers, there’s a vital question to ask as you leave – when’s the next fair?! Join the gallery’s mailing list and make sure you’re on ours too, where you’ll receive all sorts of arty updates and offers.

We hope that these seven quick questions have helped you feel confident when chatting to our gallerists.

They’re a friendly bunch and have heaps of experience in helping art-lovers like yourself connect with that perfect piece, so don’t be shy!

29

Q U E S T I O N S TO A S K A GA LL E R I S T

3 . W H AT I N S P I R E D T H E W O R K ?

Discussing an artist’s inspiration and hearing more about the backstory of a piece of art is a great way to get to know it a little better before making that big decision. An artwork is rarely just what it seems, and most have a fascinating story behind them, that will bring it to life.

© Photography by Guy Bell

MEET THE JOURNALIST CLAIRE ADLER

20 T H A N N I V E RS A RY O N LI N E M AGA Z I N E

Claire Adler has written over 500 articles for publications including the Financial Times, where she spent over a decade as a regular contributor, The Times, Vanity Fair, Wallpaper*, The Washington Post, Hong Kong Tatler, The Spectator and many more.

30

CL AIRE’S PICK

C A I love this sculpture, with light reflecting luxuriously off its bronze form. It’s a real conversation piece. The artist was inspired by physics and Greek philosophy, but I find the shapes and interconnection when viewed from different angles mesmerise me, resembling a squiggle of handwriting or perhaps even misshapen hearts.

VIEW HERE

K U N O VO LL E T, I N F I N I T U M 1, 2017, £4 , 5 0 0 , B RO N Z E, F O LLY & M U S E

Claire specialises primarily in jewellery, luxury and art. Her writing has also appeared in business books published by The Financial Times and Open University. In 2016, Claire was named a Top 20 Luxury Tastemaker by IN London magazine.

Later that year, Claire founded Claire Adler | The Luxury Public Relations And Writing Consultancy, which employs a journalistic approach to the way companies communicate with journalists. Clients include or have included Jaeger-Le Coultre, Sotheby’s, Adama Partners, The New West End Company, Objet d’Emotion

by Valery Demure and Investec.

We asked Claire to select her favourite artwork from the Affordable Art Fair online marketplace.

M E E T T H E J O U RN A LI S T C L A I R E A D L E R

31

20 T H A N N I V E RS A RY O N LI N E M AGA Z I N E

THE MORE WE CAN SUPPORT OUR GALLERIES AND THEIR ARTISTS, THE MORE WE CAN SUPPORT THE ART ECOSYSTEM. Will Ramsay, Founder of Affordable Art Fair

32

MELBOURNE N E W YO R K S TO C K H O L M LO N D O N , B AT T E R S E A AM STERDAM HAMBURG SINGAPORE

05 – 08 SEP 26 – 2 9 S E P 10 – 13 O C T 17 – 2 0 O C T 31 O C T – 3 N O V 14 – 17 N O V 2 2 – 24 N O V

SPRING 2020 MILAN 07 – 0 9 F E B LO N D O N , B AT T E R S E A 12 – 15 M A R BRUSSELS 20 – 22 MAR N E W YO R K 26 – 2 9 M A R LO N D O N , H A M P S T E A D T B C H O N G KO N G 15 – 17 M AY

BUY TICKETS HERE 33

V I S I T U S A RO U N D T H E WO RLD

VISIT US AROUND THE WORLD

A U T U M N 2 019

V I S I T U S O N L I N E AT A F F O R DA B L E A R T FA I R .C O M