127 participating galleries and 30 institutions.
Innovative fair design highly praised.
16,251 Visitors, a plus of app. 2 %
CEE focus with largest number of participants.
Istanbul the centre of attention.
App. 4,650 guests – even more than in the previous year – attended the preview of the seventh edition of the “VIENNAFAIR” on Wednesday, May 11. In the following days the temporary art city continued to see a great number of visitors. In total 16,251 visitors swarmed Hall A of Vienna’s Congress Center Messe Wien. “With the forced extension of the focus on Eastern and South-Eastern Europe, the special section for Istanbul, the new fair architecture and the extended collectors’ programme we have succeeded to further develop the “VIENNAFAIR” in large proportions and have given the fair a unique profile. We were able to further strengthen our unique position among the international art fairs with this”, Matthias Limbeck, CEO of “VIENNAFAIR” organizer Reed Exhibitions Messe Wien, states, pleased about the good result of the seventh edition of the fair.
CEE Focus and the Exchange between East and West as unique asset of the VIENNAFAIR
“Before the start of the fair we were always perceived as being market remote specialists in the area of contemporary art. We are very pleased that we were able to prove with the ‘VIENNAFAIR 2011’ that a clear topical concept can support the galleries in their sales”, state Dr. Georg Schöllhammer and Dr. Hedwig Saxenhuber, the artistic directors of the “VIENNAFAIR”. There were many positive voices from galleries and visitors as well as the press concerning the new positioning of the “VIENNAFAIR”.
With 45 galleries from the focus regions of Eastern and South-Eastern Europe the “VIENNAFAIR 2011” was again a centre of exchange and discourse and has successfully proven its unique position among the international art fairs. “With this year’s edition of the “VIENNAFAIR 2011” we have clearly reached a new climax which has been confirmed by all our collectors at the fair“, Asia Zak from the gallery Zak|Branicka and member of the fair committee states, pleased about the successful edition of the “VIENNAFAIR”.
Successful New Interpretation of the Stand Architecture
The fair architecture designed by architect and architecture theoretician Johannes Porsch, with broad central axes and open areas encouraged the visitors’ interest and also enhanced sales. The garden design of the “VIENNAFAIR 2011” related to Dan Graham’s essay “Photoproject Corporate Arcadias” which Graham investigated in the late 1970s - the then newly emerging typology of commercial corporative interiors. These indoor designs stand in the tradition of conservatories and the world expositions of the 19th century and are representative of arcadias for the relation of affirmation as well as a possible counterdraft towards existing (room)orders.
Due to the occasion of the International Year of Forests, declared to be 2011 by the United Nations, the “VIENNAFAIR 2011” decided to use different forest trees for the garden design. Austrian Federal Forests were pleased about this decision and supported the fair with extensive “forest material”.
More Art Collectors and Satisfying Sales Figures for the Galleries
“We were pleased to be able to present our artists to such important collectors like Uli Sigg or Edigio Marzona”, Marianne Hollenbach states, content about the amount of art collectors who travelled to Vienna specifically to attend the “VIENNAFAIR 2011”. In total the team of Reed Exhibitions Messe Wien looked after more than 350 collectors who were eager to buy during the art fair. Olga Temnikova (Temnikova & Kasela gallery, Estonia) is also satisfied and was able to achieve good sales results with her second participation in the “VIENNAFAIR". Many other galleries from the CEE region were similarly successful. As in previous years the participation of galleries from Eastern and South-Eastern Europe was supported by ERSTE BANK.
For the galleries from Austria – Vienna’s gallery scene impressed the audience this year with a common appearance at the “VIENNAFAIR” – and Western Europe the sales figures were very impressive against the background of the economic crisis that is not quite overcome. Art works up to 50,000 Euros could be placed by many galleries in national and international collections but also sales figures of 75,000 Euros and higher were achieved.
First Special Exhibition on the Art Scene in Istanbul as Important Part of the Didactic Work
With the special exhibition “DIYALOG”: ART FROM ISTANBUL, essentially supported by OMV, the “VIENNAFAIR 2011” could include a region into its didactic focus which is significant for Europe as a whole. The initiative was rated positively by the audience as well as the participating galleries. “We were able to sell works by our young artists who are hardly known outside of Turkey. For us the participation in the “VIENNAFAIR 2011” certainly paid off”, declares Asli Sümer (gallery artSümer, Istanbul).
Open for the New: ZONE1
The participants of ZONE1 benefited from the open fair architecture – their stands were visited by an audience that was eager to buy and provided satisfying sales figures. Galerie Steinek proved that the cultural exchange between the East and the West does not have to be a one-way street. The gallery could facilitate exhibitions for the artist presented in ZONE1, Clemens Wolf, in Budapest and Moscow.
From the Temporary Sales Zone to the Atelier
With the Temporary Sales Zone “VIENNAFAIR” has created a new format of presentation. In the context of this special exhibition, institutions from the Eastern and South-Eastern European region received the opportunity to start first gallery contacts in the West particularly for young artists. A thoroughly successful concept: for instance, a series of objects from the young Ukrainian artist Nikita Kadan were sold out on the second fair day. In addition the collection Lenikus could be won to include three of the involved artists in their programme of studies. Mohammed Nabil (Egypt), Mustapha Akim (Morocco) and Diana Hakobian (Armenia) were selected by a jury and can work for three months in the studios in Vienna (Bauernmarkt 9, 1010 Vienna). In addition their stay in Vienna is supported by the collection Lenikus with 1,000 Euros for each per month.
Pinki: A Project of a Collective Sculpture by Pawel Althamer
The “Pinki” project was very well received; the art didactics by the internationally renowned Polish artist Pawel Althamer took place daily. Together with students of the art academies of Bratislava, Warsaw and Vienna as well as visitors of the “VIENNAFAIR 2011”, Althamer designed sculptures in accordance with nature. The model was the legendary life model of the Warsaw Academy, Pinki.
Successful Second Edition of the PerformanceNite
Due to the large interest from the audience, the “PerformanceNite VIENNAFAIR” again took place this year on the evening of the second day. This year Slaven Tolj, Jakob Lena Knebl, Ana Hoffner, Audrey Cottin and Ines Doujak surprised the audience with five performances which critically approached in different ways the individual, its role in society and the conventions connected with this.
OPEN FORUM: EAST by SOUTH WEST – departure Panel Programme with Internationally Renowned Art Experts
A broad audience was also very interested in the discussion programme by departure, the creativity agency of the City of Vienna. Under the heading “OPEN FORUM: EAST by SOUTH WEST” departure could contribute with an exciting discussion programme to the attractiveness of the “VIENNAFAIR”. “The panel discussions were extremely well received. 'We are very pleased about the financial support by departure who also have played an important role in the course of the new orientation of the “VIENNAFAIR”', emphasizes Eckart Nussbaumer, in charge of the “VIENNAFAIR”.
Consistent and Successful: Vienna Chamber of Commerce Bestows the Emerging / Established Gallery Prize Worth 10,000 Euros
In the selection of this year‘s prize winners the top-flight jury of the Emerging / Established Gallery Prize 2011 of the Vienna Chamber of Commerce formed by Karola Kraus, director of MUMOK Wien, Dr. Sabine Folie, director Generali Foundation, Vienna and Cosima Rainer, curator for contemporary art, Belvedere, Vienna, agreed after intense discussions: Dana Charkasi, Galerie Dana Charkasi for the Emerging Gallery Prize 2011 and Hubert Winter, Galerie Hubert Winter for the Established Gallery Prize 2011, proved to be the clear winners for the best stand design at the “VIENNAFAIR 2011” and received 5,000 Euro prize money each. The prizes were delivered in person by Brigitte Jank, president of the Vienna Chamber of Commerce.
New Verve for Future Projects
“The courage to change has proven to be right and in cooporation with the two artistic directors we could establish a fair format which is internationally unique”, Matthias Limbeck, CEO of Reed Exhibitions Messe Wien, sums up the positive results of the “VIENNAFAIR 2011”. “Vienna as the venue of an internationally accredited fair for contemporary art has set a strong and much respected signal. We will work with all our power to further extend these strengths.”
Please find all information concerning the fair always up to date at www.viennafair.at
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Tel: +43 (0)1 727 20-2421