VIENNAFAIR
The New Contemporary
20–23 September 2012
Preview: 19 September, 14h (invitation only)
Opening: 19 September, 18h (invitation only)
Messe Wien, Hall A, Entrance 1
Messeplatz 1, 1020 Vienna
Hours: 20 Sep, 11–19; 21 Sep, 11–21;
22 Sep, 11–19; 23 Sep, 11–18
info@viennafair.at
Artistic directors: Christina Steinbrecher and Vita Zaman
VIENNAFAIR The New Contemporary – a new exhibition format
In our largely globalized society, artistic questions and strategies comply less and less with the borders of topographic or political geographies. Rather, they increasingly reflect new forms of a sociocultural discourse that links different stakeholders—also with the help of new social media—into a global network regardless of cultural boundaries. A place at the intersection of different cultures that recognizes its function as a catalyst in the advancement of these new cultural identities is virtually predestined to assume a position at the forefront of new artistic developments.
With its rich cultural heritage, but also an extraordinarily dynamic and increasingly multi-ethnic contemporary art scene, Vienna requires an art fair with an international format that corresponds with the status of a metropolis and with Austrian galleries that successfully position themselves in the international art market.
With the elaboration of the exhibition format behind VIENNAFAIR The New Contemporary, an important first step has successfully been made toward an enhanced international presence in the gallery scene and, above all, among art collectors around the world. The participation of renowned international and national galleries in combination with the presentation of younger galleries that act as forerunners in contemporary art production enables VIENNAFAIR The New Contemporary to offer the unique opportunity to experience established artistic positions in the art market directly beside young upcoming artistic talent—a chance for buyers to expand their own art collections in both directions.
The fair is conceived as an open format for new initiatives in the art market. Shortly before the official opening of the 2012 VIENNAFAIR The New Contemporary, the first International Art Industry Forum will take place, an event organized by Skate’s Art Market Research in cooperation with Deloitte Luxembourg, the Art Investment Council, The Art Newspaper, and leading personalities from cultural industries. It is a platform to introduce and discuss new models of art investment, the possibilities of new cooperations between private investors, governmental funding organizations, and foundations in the funding of cultural projects, as well as new business models in art consulting and the rental of artworks.
VIENNAFAIR The New Contemporary Art reacts on cultural and economic changes
The idea of Europe as an expanded economic and cultural space, beyond the borders of the EU, is central in the further development of the focus on Central, Eastern, and Southeastern Europe, an idea that once again demonstrates VIENNAFAIR The New Contemporary’s unique position in the international art fair circuit. In addition to the numerous Eastern European galleries, many of which began their international careers in earlier editions of VIENNAFAIR, VIENNAFAIR The New Contemporary’s also presents Istanbul’s upcoming gallery scene, both renowned and young galleries from St. Petersburg and Moscow, and even a special showcase of art from the Caucasus region, which is still far removed from the art market. This creates an unrivaled and lively platform for exchange between the still very Western-oriented art market and regions in which totally new forms of cooperation between art, economy, and civil society are currently blossoming.
Informed significantly by the parallel development of digital technologies and the historical emergence of new political geographies, unprecedented cooperations are forming internationally between the individual art sectors, between high and pop culture, and between artistic practices and the creative industries. VIENNAFAIR The New Contemporary investigates these phenomena—in the special program “VIENNA Click” and also prior to the fair in its International Art Industry Forum—and demonstrates the creative potential of such interconnections.
Extensive visitor program with special exhibition, lectures, and information platforms
The detailed program for Vienna Quintet, “DIYALOG”: Art from Turkey, Vienna Talks, Vienna Sonic, Vienna Studio, Vienna Live and Vienna Click on www.viennafair.at
VF Betriebsgesellschaft mbH
Museumstraße 3b/17
1070 Vienna
