She believes the success of the fair is its accessible price point, with prices starting at a few hundred dollars.
“It’s a very inclusive experience. There was a gap in the market for fairs at that price point. The demographic attending also reflects that. There are families, grandparents, young workers and also notable collectors,” she says.
Art enthusiasts enjoy the vibrant atmosphere and accessible offerings of the Affordable Art Fair.
The Fair’s inviting atmosphere
Sarah Thomas of Gallery Alchemy in Milton, NSW has been exhibiting at the Affordable Art Fair since 2019 and credits it with propelling the gallery’s growth.
“People go with the intent to buy. From a gallery’s perspective, the audience engagement is high and it fosters deeper connections with the art community,” Thomas says.
“It allows more recognition for the artists, leads to direct commissions, future exhibits and creates long-term patronage.”
A large proportion of Thomas’ clients come from Sydney and Canberra, by showcasing her gallery in major cities she has access to much larger audiences.
For Sarah Thomas (pictured), it’s about fostering a deep connection with the community.
“The Melbourne fair has up to 17,000 patrons over four days. The audience engagement is huge and it spreads even further when you take into account social media and interactions on digital platforms,” she says.
“A number of patrons come to my gallery and attend exhibitions based on visiting my stand at the Fair. People travel to view the artists they like.”
Thomas believes one of the strengths of the Affordable Art Fair is that it’s not in a typical gallery setting. The atmosphere is inviting, rather than intimidating, and it allows for more people to participate in the contemporary art community.
“The Fair offers a number of things to make it more engaging and family friendly. There are kids painting workshops, artist talks and live painting. It takes away the pretense of the artwork being unattainable,” she says.
A warm, family-friendly and inviting atmosphere is crucial to the success of the fair.
Advice for buying and displaying art
After buying a piece of art, what next? Birtles has some sage advice.
“Hang the centre of your painting at eye level. If you have it too high, you get a sore neck looking at it and can’t really appreciate it fully,” she says.
“Have a mix of framed and unframed but not all in the same frame – you’re not Ikea.”
A good gallerist will be available to help with practical needs, from delivery to hanging to framing. What’s most important is that the artwork meets your emotional needs and is an expression of personal creativity.
“In the end, the best advice you can give is to buy artwork that you love,” Birtles says.
“Some people come to the Fair with measurements in mind, but they should be secondary. Always buy with what moves you, what excites you. If you buy what you love you will always find a place for it.”
This year’s Brisbane fair exceeded expectations! Over 13,300 visitors walked through the doors, a huge achievement for a second-year fair, generating a fantastic $3.3 million in art sales. The Affordable Art Fair is returning to Melbourne from August 28 – 31 at the Royal Exhibition Building, and heading to Sydney from November 6 – 9 at Carriageworks. To find out more about the Affordable Art Fair and upcoming events, click here.