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25/03/2022 |

(UN)-FAIR: THE NEW ANTI-FAIR

Posted by: Silvia Zanni

Finally, the moment has come. From 8 to 10 April, a new vision of fair will be presented at Superstudio Maxi. (Un)-Fair, this is the name of the event that subverts and explores in a critical way the concept of fairs through the pun of the title. We met the founders and art directors of the event, Laura Gabellotto and Manuela Porcu, to talk about the post-pandemic evolution of art fairs: (Un)—Fair can be seen as an"anti-fair”, in the name of youthful and sustainable collecting.

February 2022 will be the first edition of (Un)-Fair. Where does this project come from?
(Un)-Fair was born from the desire to find a new space of sociality, exchange and knowledge in a period in which the whole art world – and not only – has been set back. This event was also created from the need to give space to a new generation of collectors, putting them in contact with the world of galleries and the art market, through new ways of interaction and in an unconventional way. We did not want to create "another typical art fair", but a reality that could support the art system of our days, from artists to galleries, and collectors.

The very name of the event is witty and hides a pun: can you explain it to us?
The name plays with the term “fair” and of course with the English term for “ingiusto” – unfair – with the aim of subverting its negative connotation: an ironic denial of the traditional concept of fair for an event that is, instead, all about fair-ness, with reference to its aim of supporting the art system, also caring about issues of great importance for the contemporary. The brackets of (Un)-Fair create the visual and conceptual game between fair/unfair and underline how the perception of what is innovative or non-innovative, what is traditional or non-traditional, what is right or wrong is closely linked to the dimension of subjectivity, as well as all the experiences related to the art world.

Why is (Un)-Fair different from other fairs and what can collectors and exhibitors find there?
(Un)-Fair wants to be a reference point for new collectors in an innovative and interesting environment with many possibilities to interact, explore, but also entertain ourselves with contemporary art. It promotes a sustainable and conscious collecting, it is aimed at people who buy contemporary art for passion, for the pleasure of living with art, for patronage, to support artists - but also to those who, potentially interested, have not yet had the opportunity to start this path: these people are those we call the "new generation of collectors", who follow a path of purchase, choice, language, motivations, which are sometimes different from traditional collectors. In the same way, (Un)-Fair is for galleries recognizing themselves in a new discourse on contemporary art, which wants to stick to new dynamics and meet an unprecedented collecting. (Un)-Fair distinguishes itself by proposing a new concept of "fair-not-fair": (Un)-Fair wants to be a partner for galleries, proposing initiatives to support its network for the remaining 360 days of the year.

People often claim that contemporary art is difficult, even "inaccessible". How does (Un)-Fair deal with this topical issue and how does it intend to present itself to the public that will visit it?
Laura Gabellotto: Contemporary art is, perhaps, the closest to us because it was born in our historical moment, it reflects a particular vision that, in some way, belongs to us. It is already part of our culture. Each artist gives his own interpretation of a whole they are part of and that reflects the experience of each of us. The transition from such a subjective dimension to an “objective” one is never obvious: it happens that in order to understand an artwork a certain activation is required for users. Yet, it is precisely this activity of personal reading that makes the process even more interesting. The aim of (Un)-Fair is to go beyond the mere surface, proposing intense moments of collateral activities, meetings, which helps to get in touch with contemporary art.

Manuela Porcu: Are there still people who call contemporary art inaccessible? We have spent more than a year stuck in our homes due to the pandemic: this circumstance has made us discover how important art is in our daily lives. Many people have started to look for and discover new artists, buy online, and the choice in many cases has fallen on contemporary art. It is not only about the availability of artworks (of course, it is easier to take home a work by a contemporary artist than a Botticelli): yet, I believe that such a success depends on the fact that contemporary art is a product of our days and its language belongs to us. It is no coincidence that (Un)-Fair is all about the contemporary: a fair of contemporary artists and works of art for contemporary collectors.

What will be the main theme of the fair?
During the fair we will talk about gender equality, sustainability, enhancement of cultural diversity. Each gallery will present its own vision of contemporary, offering visitors different interpretations of the reality we experience, also exploring what contemporary art means today.

Any surprises? Any twist in the tail? Any sneak previews?
One preview would be about the ways visitors will interact with contemporary art at the fair. Visitors will have the opportunity to visit the fair from a totally unusual perspective, thanks to the work of the Italian-Japanese choreographer and dancer Masako Matsushita: continuing what she started with the European project Dancing Museums, she has created for this occasion only a series of performances to live the fair and the relationship with the artworks in a non-conventional way.

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Marco Manzella, Tuffatrice, by Bernabò Home Gallery (credits to Bernabò Home Gallery and (Un)Fair)
Christine Barrès, Marine, by coGALERIE (credits to coGALERIE and (Un)Fair)
Shout, L'isola verde, digital art print, by Artemattamilano (credits to Artemattamilano and (Un)Fair)
Casassola, Crypticus Scientia, by DDR Art Gallery (credits to Casassola and DDR Art Gallery)

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