Minor Attractions, a contemporary art selling event in London, runs from 8-13 October at the Mandrake Hotel, showcasing around 30 exhibitors in a collaborative setting. The event will feature unique exhibition formats and a focus on creating an engaging atmosphere to rejuvenate the local art scene while offering proactive support for exhibitors.
Minor Attractions, a contemporary art selling event marketed as “not an art fair”, is returning for its second edition from 8-13 October at the Mandrake Hotel in Fitzrovia, London. This year, the event will utilise eight hotel rooms to showcase works, fostering collaboration among around 30 exhibitors, including both established and up-and-coming galleries from various locations like London, Marseille, Paris, and Tbilisi. Additionally, a lounge area will host a more informal exhibition inspired by the Basel Social Club, where gallery spaces can display works outside of traditional booths. Jonny Tanna, co-founder of the event, aims to refresh the London art scene by leveraging the city’s vibrant nightlife and providing a more engaging atmosphere compared to conventional fairs. With novel features like a dual-purpose screening room and mood lighting, the organisers plan to establish a distinctive energy. They also aim to support exhibitors through proactive arrangements to ensure their success, learning from their past experiences at art fairs. While market challenges persist, Tanna emphasises the importance of maintaining high standards in gallery offerings and building confidence in the art community.
Minor Attractions positions itself as a refreshing alternative to traditional art fairs, integrating unique concepts to engage both visitors and exhibitors. Its focus on collaboration, informal exhibitions, and a lively atmosphere reflects a desire to rejuvenate the struggling gallery scene in London. By utilising a more intimate setting and offering targeted support for exhibitors, Minor Attractions seeks to differentiate itself and foster a strong community spirit within the contemporary art market.
Minor Attractions aims to redefine the art fair experience by prioritising collaboration, engagement, and a supportive environment for exhibitors. Its strategic shift to the Mandrake Hotel and innovative exhibition formats highlight a commitment to enhancing visitor enjoyment while also addressing the current challenges faced by galleries. By encouraging a vibrant atmosphere and maintaining high-quality standards, Minor Attractions strives to contribute positively to London’s art landscape.
Original Source: www.theartnewspaper.com