Art Basel and Frieze have been bailed out, nationalized and are presently under federal administration. Not so far fetched in a world that was up in arms when Hugo Chavez nationalized a country club, yet embraced the governmental rescue of Goldman Sachs. In real life, the Swiss government subsidized the participation of eight galleries at Frieze this year. Welcome to the post-economy economy, worse than the end of history and direr than the death of painting. Despite some denial, today’s art marketplace is in a recession. Thankfully this could spell the end of economics-ism, the movement in which new art cost a fortune and which has fortune as its subject.
The booming times brought us many art fairs, which only seemed to breed more fairs. Was this a good thing? For a dealer it’s no different from spreading one’s wares on a blanket on St. Marks Place, which is what all of us may be reduced to shortly. The rough times we are in (this fact no longer up for debate), which is sure to be a long wade, will herald a vastly changing dynamic in fairs with many unfolding stories yet to come. In my circumstances the tales started well before the onset of recession.
My relationship with Frieze, to single out one prominent fair, has been contentious: I have written unflattering articles about the too-cool-for-school attitude they display, evidenced by a quote from one of its directors saying that the hardest work was deciding whom not to invite. My never getting in over the past 5 years since moving to the UK did nothing to endear us to each other. Fatefully, one night I was seated next to the wife of the director and proceeded to launch a wine-fueled tirade that Frieze is not the Tate and its principal far from Nicholas Serota, despite his beliefs that the fair is akin to an institution. My therapist suggested an apology letter; I guess truth is no defense.
My history with fairs includes being thrown out of the Armory and Basel for various indiscretions, some deserved and others less so. One year at Basel Miami I was asked to participate with an architectural intervention, so I commissioned Vito Acconci to create a crisscross framework upon which to hang Elizabeth Peyton, Karen Kilimnik, Ed Ruscha, and Acconci himself (his photos, that is). Vito fabricated igloo-shaped armatures to serve as lattice and maze to wend around. Word spread that we were trying to sabotage the traffic flow and disrupt the fair (an absurd notion, as I was after sales as much as anyone) until a Viennese dealer on the selection committee came running round, arms flailing, screaming disapproval. The following year Basel Miami went on without me.
A few years ago at the Armory show—which was meant to be strictly for primary market material, but no longer—I installed a booth with historic Mary Heilmanns, Ross Bleckner’s birds and killer Karen Kilminiks. Though sold out, I was also forced out. Was it a long-time-ago brief fling with one of the committee members or the fact that I forgot to bring my primary pieces last time around?
A few years after Acconci-gate, I was allowed back to Basel Miami, but only in the shipping container section (low on the totem pole in fair hierarchy). I elected to forego the allotted container and build my own, designed by Zaha Hadid. The problem was the piece entailed the installation of 50,000 LED lights and was nowhere near completion at the fair’s opening; the jumpsuit-clad electricians might have been mistaken for performance art, but the booth could not be entered. Not a wise approach for selling the Hadid sculptures within.
At the last Design Art Basel fair in Switzerland I suffered a bad reaction to blood pressure medication while spieling to collectors and nearly fainted. The fleeting thought was the last thing I’d see prior to sudden death would be a series of overpriced design objects—which I had commissioned. After the brief trip to the Basel Emergency Room and the normal EKG I returned to the fair to tend to my objects.
During Design Art Basel (fair names are another topic for discussion at a later date) dealers and collectors were tripping over each other trying to ingratiate themselves to Brad and Roman. Is that what we have been reduced to? It sounds like a porn-producing team rather than the saviors of the art market.
Is the faltering economy the conclusion to the endless appetite for fairs? The need to find fairs that need you will become a much easier process due to the full-court financial press we are all now squeezed in. And with that the exorbitant participation fees and artificially inflated hotel rates will come under pressure—something I recently experienced by stalling to commit to a fair until just prior to the opening, resulting in lower rates. Who said procrastination is a bad habit?
As the stock market approaches zero and the discussion has shifted from recession to depression the laptops at frieze were frequently tuned into finance sites monitoring the DOW and the FTSE rather than ARTINFO.COM Beuys famously said “Everyone is an artist”; today, everyone is an economist. After the usual lies were told to the press about the extent of sales at the latest spate of fairs (the art world’s equivalent of original sin) the lights went out for the last hour of Design Art London, don’t ask, but one of the only one’s that will still have me, a fitting end. One upside to the bloodbath: the flop of the flipper.
Epilogue (Questions by Carol Kino for an upcoming Art in America article:
How galleries are retooling the way they are doing business at art fairs? I think the main thing galleries are bringing to fairs nowadays are lower expectations.
The type of booths they install? Galleries are bringing smaller, more portable works to cut on shipping which one cannot imagine the costs of, and how expenses mount for installation help. Just to add a socket or an extra lighting fixture is outrageously overpriced, with the fair management’s false pretext of the multiplicity of unions involved.
The type of work they bring? The works are more conservative, sell-able, and sometimes more happy and colorful.
Whether they do a curated show, a solo show, etc.? Solo shows will increase markedly as galleries attempt to focus, simplify and bring concise groupings of affordable works together.
Or how they are not retooling but just sticking with the same thing–it could go either way? Sticking to the same thing is no longer an option for anyone, as the recent past in the art market and world of fairs will in all probability not repeat itself for close to a decade, if ever; these are fundamentally and drastically shifting times when unbridled speculation and hyper price inflation that spurred absurd jostling for art is practically as dead as Detroit.
And comments about your gallery? We are giving very serious consideration to taking a year’s sabbatical from fairs altogether as much as for the down business prospects as for a personal protest against the ever increasing absurd fees attached that have been bordering on greedy. From the booths and associative costs to shipping, and hotels. Enough is enough.
Kenny Schachter