Towards socially oriented art fair modelApplying audience development strategies to art fairs in Spain and Italy

Resumen

Providing a crucial infrastructure for both exhibiting and selling works of art, the existing model of the art fairs is still perceived rather as an elitist event, lacking social and political visibility and inclusivity. A need to change the role of the art fairs in a wider cultural paradigm is widely discussed by both researchers and representatives of the art world, but no functional solution has been implemented up to date. This research navigates the complexities of contemporary art fairs in Spain and Italy, underscoring their significance in the broader art ecosystem. It aims to enhance audience development strategies, advocating for a unified approach that emphasizes social orientation within the art fair context. By tracing the historical development, identifying key participants, and addressing existing challenges, the study brings to light the necessity for more inclusive audience engagement practices, informed by diverse needs and expectations of art fairs organizers, art galleries, and the audience. Insights drawn from extensive interactions with the three target groups reveal critical dynamics influencing audience participation. The research ultimately presents an integrated perspective, encouraging a more accessible, socially sustainable, and audience-conscious future for art fairs and proposing a protocol of good practices for socially oriented audience development strategies.