With fairs ranging from Frieze New York to Art Basel revealing plans to take their offerings online this year, the New York–based New Art Dealers Alliance has announced its own digital event. Titled FAIR, the online event will convene 200 galleries, 118 of which are NADA members, and it will take place from May 20 to June 21.
In a statement, Heather Hubbs, executive director of NADA, described the event as being a “response to the current situation.” In keeping with that, she said, FAIR will showcase galleries’ “collaborative spirit and fostering mutual support for one another.”
The emphasis on sharing extends to the financial side of FAIR. Twenty percent of the total profits it brings in will be distributed evenly among the exhibitors; another 20 percent will be distributed among artists whose work is for sale at the digital fair. Instead of the typical booth fee charged by fair organizers, galleries showing at FAIR will be asked to pay 10 percent of their final profits to NADA. Half the final sales proceeds will go directly to the gallery, to be split evenly between exhibitors and artists.
Exhibitors include including De Jesus in Los Angeles, Galerie Rolando Anselmi in Berlin, and Mitchell Algus Gallery in New York. (A full list of the exhibitors can be found on NADA’s site.) Each virtual booth will host up to four artworks over the fair’s duration. Galleries will be given the option to “rehang” their booths each week but must showcase artworks whose total value surpasses $10,000. The initiative also includes online programming, such as live performances, studio visits, and panel discussions.