If Beijing is where studio visits happen, Shanghai is the latest hub for art fairs. ART021 is one that should definitely be on your radar if you have been following contemporary Chinese art. Within three years, the boutique fair has grown its reputation to be one of the most competitive fairs for galleries to show in: only 75 were selected from a pool of more than 180 applications last year. What has contributed to the fair’s success? Co-founder Kelly Ying’s sophisticated sense in fashion and business alike could be part of it. She has applied years of professional skills acquired from the fashion industry to transform the fair, into this classic city, Shanghai.
New media artworks on view at ART021. Photo by ART021.
Kelly Ying, Co-founder of ART021. Photo by ART021.
SCREEN: As an online platform/curatorial collective focusing on new media art, we are especially interested in seeing that many galleries are bringing work of all mediums to ART 021. Can you talk about your observation on the market for this relatively new field? Are collectors in Shanghai showing interest in new media art?
Kelly Ying(KY): We do have a focus on new media art, in part because Shanghai is a leading city in China, as well as a place where many artists established their careers. ART021 wants to appeal to a younger generation and a more international audience, therefore we want to introduce the forefront of contemporary art to the fair. This is definitely one of our recognized features, and galleries consider this when they apply for ART021. In general, the fair has a more edgy, experimental appeal with more programs related to new media art.
SCREEN: New media/film section has become a staple at major art fairs. How was Space021 conceived? Can you tell us about the show?
KY: Yes, Space021 is sponsored by Anxin Trust. The show would not be possible without the support of Anxin. New media art needs more sponsorships. The exhibition is curated by Zhang Bing and it received wide attention from collectors and visitors. This was out first attempt and we will come up with more ideas in 2016.
Kelly viewed Nam June Paik’s work at ART021. Photo by ART021.
Obj3 (upper) and Limited Landscape, Unlimited (below) by aaajiao on view at ART021. Photo by ART021.
SCREEN: Can you talk about your experience in the fashion and media industry?
KY: Of course. I used to work with Vogue very closely and the experience has allowed me to understand how to merge art with fashion, especially when it comes to sponsorships. We don’t just put brand names with art together but incorporate art into the brand image through sophisticated storytelling; we have been doing and will be continue to doing so. My expertise in media and marketing has also equipped me with knowledge on how to generate more buzz and maximize success. I’ve brought all that into running the fair.
