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VIP PHOTO International 20th & 21st Century Art Fair First Edition July 12 – 14, 2012 Preview Day July 11, 2012 www.vipartfair.com | Exclusively Online


For anyone passionate about art, the Fair is a transformative experience: it delivers all the excitement of world-class art fairs with the convenience and personalization of the Internet. - James Cohan, Co-Founder VIP Art Fair

WHY VIP Photo will hold its inaugural edition from July 12-14, 2012 with a Preview Day on July 11, 2012. Building upon the success of VIP Art Fair, this three-day event will harness the power of the Internet to unite top photography galleries, dealers and collectors from all over the world. With VIP Photo, and two additional fairs that will be held during 2012 (VIP Paper in April and VIP Vernissage in September) VIP Art Fair is on the way to becoming the most important online portal to discovering the leading art galleries in the world. It is both a sales platform and a powerful generator of future leads.

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HOW VIP Photo takes the classic photography fair to another level by leveraging the technological and communication power of the Internet VIP Photo will reach the high profile audience generated by VIP Art Fair, including many of the most important collectors, curators and art advisors in the world Side-by-side presence with some of the most important photography galleries and dealers within the industry, along with many of the leading contemporary art galleries who exhibit in VIP Art Fair Close association with important museums and institutional partners Selective, invitation-only exhibitor policy that ensures exclusive presence of the highest quality galleries Dedicated media and PR campaign that benefits from VIP Art Fair’s significant pre-existing network Cost effective solution (one third of the cost of a conventional art fair) that occupies a vital new position within today’s event-driven marketplace

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VIP ADVANTAGE Access to the world’s leading galleries Streamlined gallery administration tool — everything in one place, you curate your presentation 24/7 customized support Add new artwork or make changes to booth as the Fair progresses Private Rooms allow you to send artwork from inventory directly to your client’s computer screen Daily reports and analytics - Contact details of visitors - Data on artwork clicks and views - Complete record of interaction during and after the Fair Saved Artworks and Tours - Leads to sales and client communications during and after the event - Recreates the social and interactive atmosphere of a real art fair environment Free 6-month subscription to Viewing in Private with unlimited Inventory

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VIP 2.0 - Highlights February 3-8, 2012 | 135 leading contemporary art galleries from 35 countries

SPONSORS & PARTNERS

FACTS AND FIGURES

AXA Art Insurance (Lead Partner),

73,000 registrants (up from 39,000 in 2011)

Blouin ArtInfo (Media Partner),

1,500 artworks on display

Art21 (Creative Programming Partner)

Over 12,000 artworks in inventory 1,100 artists presented 160,000 visits over 7 days 1.5 million page views Over 106,000 searches

2012 VIP Art Fair Visitors by Country (%)

VIP 2.0 saw a growth in visitor numbers from key emerging markets, including a 278% increase in visitors from India, 288% UAE, 277% Brazil, 409% Turkey, 319% Mexico and 456% from Chile

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VIP 2.0 - Endorsements VIP Art Fair is such an amazing opportunity for new markets, like Brazil, where the general audience has low access to global contemporary art information. Having the possibility of getting in touch with all the best galleries and artists is priceless. The Fair will educate new markets, and help the development of new collectors and a larger audience. - Felipe Dmbad, co-founder of Mendes Wood (Sao Paolo) We’ve been very pleased with our first year participating in the VIP Art Fair, both in terms of the sales that were generated and the connections we’ve established with new collectors from all over the world. The daily analytics provided by the platform have been especially useful in helping us determine which artworks viewers are responding to. - David Clements, Chambers Fine Art (New York/Beijing) The gallery Thaddaeus Ropac made the choice of presenting during the 7 days of VIP Art Fair 7 solo-shows, and one live performance of Terence Koh. We wanted to use the VIP Art Fair’s potential for flexibility. Ropac chose not to make a selection with a unique selling objective but wanted to offer to the public the possibility of having the largest vision of our program and our artists. VIP Art Fair is a new platform, a brand new interface between a Gallery and its public, new publics that are not normally reachable because on the other side of the world or culturally distant. In these terms, an online art fair is a low investment for an amazing exposure. - Matthieu Lelièvre, Galerie Thaddaeus Ropac (Salzburg/Paris) We sold a number of works by artists such as Artschwager, Downsbrough, Holzer, Bochner, and Judd. Three were to new people, others to known clients. Interestingly enough, there are already a number of serious ‘follow-up’s going on that seem to be leading towards sales. The fair created a scenario for clients to visit anew things previously discussed. - Barbara Krakow Gallery (Boston) We found it super smooth this year. Easy to use. Bonza. Great for us as we’ve had a heap of other stuff ongoing at the same time. Couldn’t have managed it all with an in the flesh fair. Chat functions seemed to work well-was good. We sold from the follow-up phase last year so it remains to be seen the effects of the fair for us financially, but we’ve had some nice stuff said in the press and to us about our studio booth so that’s great. - Rebecca May Marston, Director of Limoncello (London) The art fair calendar is quite relentless and finding time to fly to London, New York, or Mumbai can be a challenge. It is a great opportunity to browse artwork at your lesiure, and to spend time viewing pieces without any pressure to commit. - Farhad Farjam, Farjam Collection (Dubai) 6


VIP 2.0 - Press Coverage With last year’s technological glitches under control, the collectors we talked to say they were able to enjoy the real perks of an online art fair during VIP 2.0. Most appreciated how the Internet platform offers the ability to browse hundreds of galleries from the comfort of their own homes, and how VIP facilitates the discovery of new artists outside the frenetic atmosphere of an art fair.

ARTINFO.COM

Collectors can gather extensive information on what is currently available on the international art market without having to leave their homes. [...] The innovative technology allows collectors to view artworks in realistic detail.

DIE ZEIT

Being able to filter according to geography is quite useful, and makes exploring some of the lesser known spaces a pleasant experience. The system is also so well-wrought that the process of exploring is fast and user-friendly.

THE NATIONAL

“What’s selling more than just about anything are flat works — paintings, prints, photographs,” said Ed Winkleman of Winkleman Gallery. He noted that he’s sold two paintings by Christopher K. Ho to new European clients for $3,200 each.

ARTINFO.COM

There are 135 exhibitors from 35 countries, with good representation of far-flung exhibitors from the Middle East, Asia and Latin America, since the online fair eliminates shipping costs. The emerging and blue chip are arguably better integrated at VIP than at the Armory Show or Art Basel Miami Beach, in that the main fair accommodates all of them rather than requiring lesser lights to show at satellite locations.

THE NEW YORK TIMES

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VIP 2.0 - Press & Marketing

VIP Art Fair Media Coverage The New York Times, The Wall Street Journal, The Economist, Financial Times, The Guardian, BBC World Service, Frankfurter Allgemeine Zeitung, Handelsblatt, Die Zeit, Die Welt, Der Spiegel, Oriental Morning Post, Le Figaro, The Art Newspaper, ARTINFO, Art + Auction, Artforum, Shanghai Morning Post, Town & Country, Spectator, The Sydney Morning Herald, USA Today, FlashArt, New York Magazine, Bloomberg, The Telegraph, The Business Times, Berliner Zeitung, Art in America, Artnet, Huffington Post, Toronto Star, Art Market Monitor, The New York Observer, The National, China Business News, ARTnews, Whitewall, Monopol, Schweizer Fernsehen, Time Out London, Elle Decor, SWR Radio, The Australian, ARS Magazine, Art das Kunstmagazin, Art Review, ABC, Sueddeutsche Zeitung, The Globe and Mail, amNewYork, France 2. Le Express, Vogue, Vietman Art News, Tokyo Art Beat, Princeton University Press, El Nacional, El Mundo, China Times, Arte Spain, W, Architectural Digest, The Korea Herald, Art South Africa, Autralian Art Collector, Wiener Zeitung, Beijing Today, Xornal de Galicia, Miami Herald, Brisbane Times, Taipei Times, San Francisco Chronicle, Art Review, Der Standard, ParisArt, Los Tiempos,

and more than 500 other regional, national and international print and online publications

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VIP PHOTO

July 12 - 14 | Preview Day July 11

BOOTH RATES LARGE BOOTH | $6,000

20 art works on display in the booth Exhibitor may change the art works on display in the booth at any given time 75 art works in inventory (of which 20 art works are on display in the booth) Unlimited changes/updates to inventory Free 6-month subscription to Viewing in Private with unlimited Inventory Inclusion in exhibition announcements with other leading international galleries

MEDIUM BOOTH | $4,500

15 art works on display in the booth Exhibitor may change the art works on display in the booth at any given time 50 art works in inventory (of which 15 art works are on display in the booth) Unlimited changes/updates to inventory Free 6-month subscription to Viewing in Private with unlimited Inventory Inclusion in exhibition announcements with other leading international galleries

SMALL BOOTH | $3,000

10 art works on display in the booth Exhibitor may change the art works on display in the booth at any given time 35 art works in inventory (of which 10 art works are on display in the booth) Unlimited changes/updates to inventory Free 6-month subscription to Viewing in Private with unlimited Inventory Inclusion in exhibition announcements with other leading international galleries

VIP Art Fair Calendar

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VIP PHOTO - Internal Document