After officially canceling its Hong Kong art fair due to fears surrounding the Covid-19 outbreak, Art Basel has now announced that galleries planning to show their work at the fair in March will be able to sell their work via online viewing rooms. Available to exhibitors for no additional cost, the viewing rooms will be accessible to the public through Art Basel’s website and the fair’s app from March 20 to 25.
In a statement by Marc Spiegler, Global Director of Art Basel, “As the art market continues to evolve, Art Basel has continually investigated how new technologies can give us new opportunities to support our galleries… The online viewing rooms will provide galleries with a further possibility for engaging with our global audiences, complementing the essential personal interactions that continue to underly the art market”.
Art Basel organisers have also stated that the online activation is not meant to replace the future editions of the fairs in Basel, Miami Beach, and Hong Kong, but rather to complement “the essential personal interactions that continue to underlie the art market.” Art Basel’s recent decision to incorporate online viewing rooms into its programming highlights the importance of digital experiences within the art world. Galleries like the Gagosian and David Zwirner, have previously set records by selling through these online platforms. Sam Orlofsky, a director at Gagosian, told ARTnews in 2019 that an online viewing room “bridges the greatest gap between us and potential buyers,” making the overall buying process more transparent.
The online viewing rooms will officially begin on March 20 through 25 via Art Basel’s app, and the VIP preview will run from March 18 to 20.
View this post on Instagram
Coming soon: Online Viewing Rooms, our new digital platform designed to connect galleries & collectors from around the world. Beginning March 20th, Online Viewing Rooms will be accessible via artbasel.com and the Art Basel App, available via the App Store & Google Play. Mark your calendar and keep an eye out for more details in the coming weeks. #artbasel #comingsoon #onlineviewingroom #collectart #artcollection #artcollector