In January Four Colman Getty’s Chris Baker, Truda Spruyt, James Douglas and Rosie Beaumont-Thomas, ably assisted by Chloe Davies and Nuzha Nuseibeh, successfully launched the 27th edition of London Art Fair, delivered by Upper Street Events. The UK’s premier Fair for Modern British and contemporary art took place 20-25 January at the Business Design Centre, Islington.
Following a five month media campaign, the team coordinated a chilly Saturday morning photocall for the installation of two Edward Paolozzi sculptures ahead of the Fair. Tuesday 20 January saw the entire London Art Fair PR team decamp to the Centre for the press preview, VIP preview and preview evening, before the Fair officially opened on Wednesday.
The team had surveyed the 128 exhibiting galleries outlook for the art world in 2015, and found an optimistic response following a bumper year of sales – this news story saw coverage in key industry publications Blouin ArtInfo, artnet news, Art Daily and ArtLyst. London Art Fair’s strategy to target a more focussed buying audience across all levels of collecting paid off, delivering an engaged audience of 23,789 throughout the week.
The team secured a daily diary in How To Spend It online for Fair Director Sarah Monk, which they took in turns to edit early each morning before running a busy press desk, overseeing onsite interviews and admitting dozens of journalists to the event. The team also mined the exhibitors before and during the Fair itself for the best stories and secured features in The Independent, Daily Telegraph, FT Life and Arts, and a competition in Guardian Extra, which received over 3,000 entries. The PR campaign has resulted in nearly 400 pieces of coverage, with more still flooding in. The team is thrilled with its success and looks forward to working with Upper Street Events on New Designers in June.