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All the fun of the fair

Four Colman Getty was in full art fair flow last week for the 26th edition of London Art Fair, held at the Business Design Centre in Angel. The fair – the UK’s largest for Modern British and contemporary art – has been a client of Four CG’s for three years now, and despite being the grande dame of British art fairs, continues to innovate and create new ways to reach collectors. New features this year included a pavilion curated by The Hepworth Wakefield which helped to place some of the fair’s modern British highlights within the context of the collection of one of the UK’s top art museums, as well as a ‘Dialogues’ section which saw exciting young UK galleries paired with international counterparts to co-curate a space.The day before the Fair opened to the public the press descended to view the work on show and interview the Fair’s directors, gallerists and participating artists. Photographers attending a photocall demanded the obligatory ‘art PR adjusts artwork’ photo, for which Rachael Young bravely stepped up to the mark with a throne made of guns.Before long a fleet of luxury cars were ferrying the VIP collectors to the special afternoon viewing ahead of the private view later that evening. Amidst the sound of popping champagne corks there was serious business to be done, and as the night drew to a close there were lots of ‘red dots’ (indicating an artwork has been sold) on view. Advance coverage highlights included coverage in The Times, City AM, The Observer, The Independent, The Economist and a whole raft of coverage in the all-important FT, along with strong UK and international magazine coverage.The Fair was a huge success, and by Sunday when the Fair closed a record 30,000 people had passed through the doors (beating the fair’s previous record by around 5,000!).

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