Activation Plans for International Art Fairs

Activation Plans for International Art Fairs

This study aims to develop growth plans for art fairs by understanding their international status so they can be more competitive. An art fair is an art market and Art Basel, Switzerland, Koln Art Fair, Germany, Foire Internationale d Art Contemporain(FIAC), France, and Chicago Art Fair, the U.S.A. have grown greatly in Europe and America based on local economic power. As the economy of Europe and America has become depressed, Art fairs have shifted to a new paradigm centering on the best artists and high-priced works of art. Based on new and strong economic power, China and India and Korea in Asia and the Middle Eastern countries have followed this trend. As measures to overcome the conditions of a depressed economy, London Frieze Art Fair adopted a method to develop and support young competent artists and the ARCO Art Fair of Spain has greatly increased its sales and the number of attendees with a new system that includes the active support of public institutes beyond the four main art fairs. With this in mind, this study investigated the status of national art fairs in their developmental processes and structures, and analysed eight main international art fairs and Asian art fairs to understand the main factors in their growth and to develop growth plans. In conclusion, for Korean art fairs to grow as world class art fairs, the ability to plan exhibitions, active support from public organizations, improvements in the education systems, the production of more experts, having a higher national competitiveness, and an organized database of market information will allow them to develop as art markets with reasonable distribution structures.