Beyond the cliché
How do you engage art lovers and collectors, who have literally ‘seen it all’, while simultaneously attracting people who may never have been to an art fair before? And, as the art world and the idea of prestige are inextricably mixed, how do you lift the association beyond the cliché?
Not art gallery, art immersion
We tackled these challenges by redefining the idea of the ‘art gallery’ with an experience that comes closer to ‘art immersion’.
Our strategy to reinforce Art Basel’s world-class reputation with visitors, ranging from connoisseurs to the vaguely curious, was realised by complementing the calibre of the artworks with environments that exuded luxury, modernity and craftsmanship. The result was a record-breaking 80,000 visitors, representing a significant widening of the potential art market.
