Generation change at Art Brussels: exhibitors down, good sales
They average between EUR 5,000 and 30,000
Among the oldest modern and contemporary art fairs in Europe, Art Brussels, founded in 1968, celebrated its 42nd edition these days (23-26 April). For years the fair has been able to count on a very solid, long-standing collection. But today we are faced with a generational change whereby the old guard of collectors is gradually disappearing and it is not certain that there will be new collectors to replace them.
"International uncertainty has an effect on the art market," said fair director Nele Verhaeren, who also heads the sister fair Art Antwerp in December. "In recent years the contraction has been felt, and the costs for galleries have also increased, so they think twice before attending a fair. Collectors in the past were very dedicated, so it was normal for them to buy several works by the same artist and to travel to see his exhibitions. Today, the new generations approach the purchase of art as if it were any luxury good, so they buy a work like they buy a handbag or a car or a trip. Fairs and galleries must strive to attract this highly segmented audience by creating experiences and events, such as dinners, DJ sets, outdoor street food. It is no longer enough to target a small group of dedicated collectors, but a much wider audience must be attracted'.
One can read in this sense the introduction this year at the fair of a free art advisory service, with a dedicated stand and professionals, to whom one can turn for any kind of information about buying art, from the more practical ones concerning VAT and transport, to the more artistic ones.
The number of galleries
Brussels also manages, however, to attract international collections, especially from the Netherlands, France and Germany. Moreover, it is a city that is itself deeply international thanks to its institutions.
The works of some 500-600 artists offered at the fair range from as little as EUR 400 at the Kickcancer stand - an initiative to raise funds for research against childhood cancer through the 'blind' sale of works by established and emerging artists - up to around EUR 500,000. But most transactions at the fair take place between EUR 5,000 and EUR 30,000.





