ART FAIRS 089


Left and below The flowers at TEFAF Maastricht are a renowned part of the event’s DNA


being the world’s largest exporter of flowers, particularly at events like TEFAF in Maastricht, people expect to see flowers, everywhere. Tis is flower country. You can surely have a lot of fun but you really have to know what you are doing. Translating art into architecture, to building a city of art, and ensuring that there is an overall visual marvel for attendees to look forward to is no mean feat. Tere needs to be an overall vision of the event, not just a place to buy art. And those attendees are likely to be the most visually aware audience you will ever get to see. Designing in service to art, to individual galleries and dealers, while also creating spectacular design elements where there is no


The fairs have a duty to deliver clients to the galleries, and a responsibility to deliver the great collectors and institutions of the world to their booths


art on show in the public areas, is a real challenge. You need a critical eye together with active control of everything, and an ability to adapt to circumstances as revisions become a requirement in real time. And when the Royals and television crews and the public have all gone home, you get to do the whole process in reverse, strike the set and move on. Te architecture of the fairs and their programming has become significantly developed over the past couple of decades, and the ambiance of the places where people buy art, such as the galleries and the art fairs, has become significantly more important than it once was, certainly since 1988 when Postma


MARK NIEDERMANN


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