Saturday, 5 April 2014

Place branding through art fairs


Art & the City will examine how international cities are incorporating art in major new cultural quarters worldwide. From Belo Horizonte to Shanghai, from Latvia to the Middle East, and not to mention in London, the private sector is driving this regeneration. Developers are building cultural quarters and art hotels, retailers are blurring the lines between shops and galleries, and art fairs are branding cities and attracting tourism. (ART REINVENTS THE URBAN LANDSCAPE)


London Art Fair
UK’s largest Modern British and contemporary art fair, attracting 30,694 visitors in 2013, promotes BookaHotelDeal Ltd as the official accommodation supplier for hotels near Business Design Centre. (discounted rates not available via any website or other publicly available channel. (LondonArtFair) 
Furthermore, 
London Art Fair also advertises the surrounding abundance of cafes, bars and restaurants.  (LondonArtFair)
All VIPs (3484 people in 2013) are offered tours, receptions and openings at some of London’s most prestigious institutions such as the National Portrait Gallery, Tate Modern and Serpentine Gallery. (LondonArtFair)
Frieze
Frieze does not specifically promote local restaurants, but uses some chosen onces inside the venue to provide a full-service. The menu highlighted classic British dishes and included favourites from the Hix signature menu, as well as Mark’s own smoked salmon and a variety of oysters. (Frieze) 
Furthermore, the website promotes Londons´ best hotels, including Hyatt Regency London-The Churchill, Clarides. St Pancras Renaissance Hotel... (Frieze)
Art14
Art14 London drew artists, galleries and collectors from across the world, and saw an increased number of visitors at the second edition of London’s global art fair. The Fair ran from 28 February - 2 March at Olympia Grand, Kensington, presenting 180 galleries from 40 countries, and welcoming thousands of visitors over four days. Collectors and curators from around the world gathered for the Preview and art lovers and buyers attended in their thousands across the weekend, with strong sales reported. (Art14)
The London Original Print Fair
The London Oridinal Print Fair promotes mostly local restaurants:
  • Royal Academy Restaurant 
  • The Keeper’s House
  • Gallery Café
  • Atelier Café, Burlington Gardens 
The Other Art Fair
Advertises London Sightseeings and shows how close those are tot he venue:
  • Madame Tussaud’s: 1 min walk
  • Marylebone High Street: 3 min walk
  • Royal Academy of Music: 3 min walk
  • Regent’s Park: 5 min walk
  • Sherlock Holmes Museum: 6 min walk

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