ARTicle


34FineArt at Art
Monaco'11


Andries and Fred owners of 34FineArt 
 

34FineArt, Cape Town was invited to exhibit at the prestigious ArtMonaco'11 Fair in Monaco from 31 March till 3 April 2011. 

With a volumetric weight of more than 1000 kg, shipping 9 crates of works by various artists took some doing, but all arrived in good shape and in time. From there began the challenging task of unpacking and installing the pieces in no more than a few hours, before the VIP opening night on the 31st. The organizers of ArtMonaco, as well as the staff of the Grimaldi Forum, were all very professional and well organized and did their best to accommodate the exhibitors every wish and demand. 

By 19h00 thousands of anxious guests, collectors and buyers, all dressed to the nines, were lining the red carpet outside the magnificent Grimaldi Forum Exhibition Centre waiting for the doors to open. With flashing cameras and television crews covering the event one could easily have mistaken it for the Oscars. Against a splendid background of a turquoise blue sea dotted with luxury yachts and amidst the ever present thundering of Ferraris, the guests were treated to champagne and Michelin Star canapés. Over 2000 people passed through the doors within the first hours of the opening and the exhibition space, with 44 galleries from around the world, was crowded with the glamorous patrons of the black tie event. This was one of the highlights of Monaco’s cultural calendar and an event not to be missed by anybody in Monaco and the French Riviera (Côte d’Azur). Attendance was high throughout the four days.

Andries Loots of 34FineArt was invited to speak at the ArtFact Seminar about the Gallery, the artists in the exhibition and South African Art as a whole. While there was a lot of interest in 34FineArt's stall, as the only South African exhibitor, and a lot of appreciation and admiration for the work, we sadly again realized how little presence South African Art has internationally. As many a person pointed out, prices are relatively high for an unknown product for which there is no international reference or secondary market indicator. 

34FineArt was nominated in four categories during the prize giving awards and received the overall 2nd prize, being honoured for creating an exciting exchange between contemporary South African art and the rest of the world. Overall sales were good during the show with big ticket items the first to go. 

Lessons were learnt on an overwhelming experience that we will implement when we return for ArtMonaco 2012

One of the main exhibition banners outside the Grimaldi Forum featuring a work by artist Asha Zero

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