Review: VIP ART FAIR (Viewing In Private) : ONLINE

ArtLyst Review

The first online art fair featuring top international dealers, artists and prime location galleries, launched today with overloaded servers and the type of crashes only experienced when trying to buy Lady Gaga tickets online. “Please bear with us, as we work to remedy this situation”; was the frustrating message.

I persevered and managed to have a look at the ‘virtual fair’, cracking into some of the better-known galleries like Gagosian, White Cube and Pace but the slowness made me lose interest before browsing what I really wanted to see, the ‘Emerging’ and ‘Focus’ pages.

The VIP Art Fair operates on a two-tier system. Participating galleries have sent invitations to their client lists, allowing them instant-messaging privileges. This also allows access to a wider variety of works not on show on the horizontally scrolling, virtual stands. The largest booths publicly display 20 works. The remaining 80 works on offer will be by request, opening up a dialogue between client and dealer. Valued clients may chat in private online viewing rooms. Visitors without invitations will be able to browse a limited inventory for free, but in order to view all areas the public must pay $100 for a pass, to see price ranges and interact with dealers, via instant messaging.

I support this venture and think that the organizers have created a clean easy to navigate website. The work is Frieze/Art Basel quality and I do think that this is the way forward, in buying art on the Internet. I don’t think it will replace traditional art fairs. I am a firm believer that art must be seen in the flesh before purchasing. Art is not like other commodities, as many people would like us to think. First of all most pieces, other than multiples, are unique and successful collectors buy and live with the work they are purchasing. If anything VIP is a good barometer highlighting which artists the industry insiders rate. The art market movers and shakers have finally grasped 21st century technology and I feel that there is a future in VIP style fairs. It is also important as more art buyers emerge from Russia, China and the Middle East; the ability to reach collectors around the globe quickly is imperative. Dealers must also find new ways to engage a younger generation and encourage them to explore the art market, without this there are no future collectors. In the not so distant past, the larger Art Fairs were ‘trade only’ ventures. They were limited in their public appeal and never the glitzy extravaganzas that they have become today. Art fairs are social gatherings and much of their success is due to the pressure of walking around and seeing who is there and what they are buying. It creates an atmosphere similar to an auction, feeding frenzy. VIP if anything challenges the way in which we traditionally buy art. The question remains, is this stylish format really different from other art shopping baskets? The quality speaks for itself, I am not a Luddite and strongly believe that the Internet is a progressive force to be reckoned with and I can see fairs like VIP successfully working alongside bricks and mortar Fairs in the future.