Since its inauguration in May 2018, Armenia Art Fair has welcomed dozens of galleries from across the world to present their work in Yerevan. From Syria to Spain, Armenia Art Fair has been ambitious from the start, from opening days after the Velvet Revolution of 2018 to inviting top speakers and advisors everywhere from Sotheby’s in London to Springerin in Austria. As preparation for the third edition in 2020 gets underway, we spoke to the fair’s founders – Nina Festekjian and Zara Ouzounian-Halpin – about the development of the fair and what’s in store for 2020.
Armenia Art Fair could be described as a “start-up fair”, a newbie if you like, that emerged in 2018 within a city that isn’t known internationally for its art scene. Despite that, the fair has continued to attract galleries and buyers from across the globe, achieving healthy sales for its exhibitors and receiving positive press from both local and international media outlets. Well-positioned at the crossroads of Europe and Asia, the fair’s main goal is to build its own identity to continue attracting international buyers and galleries and to raise the profile of Armenia as a portal to the region’s art and cultural landscape. “Armenia has its own merits including its culture, history and art scene”, explain the founders, “It has witnessed great migrations of people to India, Europe, Persia and China, and the rise and fall of empires. We need to focus on raising the profile of the country and the capital Yerevan as a welcoming and open society that’s attractive as a travel destination that has a rich and interesting history.”
With a global outlook, Armenia Art Fair does not only focus on modern and contemporary art from the Caucasus, but also from the Black Sea region, Central Asia and Middle East. “The whole Central Asia and Caucasus region is receiving more and more international attention from a cosmopolitan art public that wants to embrace new cultures”, add the pair, with the fair also providing public access to academic lectures, artistic performances, educational programs and access to a better understanding of the contemporary culture of the ancient Silk Road.
Since the fair first opened in 2018, Armenia has already seen the benefits of having its own art fair. “There’s a greater awareness of Armenia in the international art world”, the founders explain, “Thanks to the participation of galleries from other countries there is more engagement with the region and beyond.” As a result there has been greater focus on developments in Armenia through the international art media’s attention on the fair. “We see Armenia Art Fair as a catalyst for developing the next state of the contemporary art scene in Armenia”, explain the founders, “There are many interesting artists in the country, and the fair seeks to connect Armenia to the international market, bringing attention to them and attracting international galleries and artists to domestic audiences.” And, as for the running of the fair, the logistical side has vastly improved since it started too. “Form day one we focused on making Armenia Art Fair affordable and easy for participants to access logistically”, they add, “There has been a lot of progress – for example, customs clearance for the fair has developed significantly into a smooth process thanks to the willingness of officials to work with us to simplify procedures for artworks.”
But what about this June’s fair? The 2020 Armenia Art Fair promises to be the most exciting yet, moving to a new venue – The Demirchyan Arena, or Hamalir – with a continued focus on collecting and technology. “We’re excited about the extended program and the possibility to present new artists and new regions as far as Yemen.”, explain the founders, “There will be an expansion in every sense of the word: a new venue and a curated section. We’re also looking forward to welcoming guests to come and visit not only the art fair, but also to explore Armenia through our exciting art and cultural program.”
And as for the future, where do the founders see Armenia Art Fair in five years time? “We would like to see Armenia Art Fair as a highly regional fair with its own identity and with an extended education program and curated standalone project with side art events. To bring dealers, buyers and curators from around the world to Armenia and to make Armenia the regional art hub ”, they explain. “We are very encouraged by the interest of international art experts and other fairs towards the development of Armenia Art Fair”, add the pair, finishing by explaining: “We are sure this will help us to grow in influence, and also foster the growth of interest in art collecting both among private individuals and institutions in Armenia.”
As Armenia is quickly becoming a top tourist attraction, the Festekjian and Ouzounian-Halpin have big ambitions. “Armenia is dreaming big dreams and this art fair can be a catalyst for achieving those dreams”, they add, “Armenia is transforming and empowering itself as a country. It is only fitting that art plays an important role in that transformation and empowerment.”
Armenia Art Fair 2020 will take place between 12-15 June 2020
