Back in 1999, I founded the Affordable Art Fair in London’s Battersea Park. My vision was to revolutionise and democratise the art market, making it more fun and accessible. The idea was simple: bring contemporary art to people in a way that wasn't intimidating. We now have editions in 13 cities around the world (and counting), including three fairs a year in London’s Battersea Park and Hampstead Heath, with the others spanning four continents: New York, Hong Kong, Amsterdam, Sydney, Brussels, Berlin, Brisbane, Austin, Hamburg, Melbourne, Singapore, Stockholm and launching in Vienna for the first time in 2025.
Our success can be attributed to our amazing team, who are dedicated to supporting artists, galleries, and art lovers.
Each fair has over 100 leading national and international galleries showcasing thousands of contemporary artworks in all styles and mediums. Along the way, I also became involved in other art fairs like Art Hong Kong (now Art Basel Hong Kong), Taipei Dangdai, and PULSE Art Fair. We acquired VOLTA Art Fair in 2019 and British Art Fair in 2021.
Twenty five years ago, art buying was quite different.
Twenty five years ago, art buying was quite different. People often felt that art was out of their reach, both financially and conceptually. Our aim was to show them that original art could be affordable and to educate them about contemporary art. The reason behind starting Affordable Art Fair was personal – I used to feel intimidated visiting art fairs and galleries some 30 years ago. I wanted to help break down those barriers and make it more accessible: inclusive rather than exclusive, to help people learn more about contemporary art and dispel the myth that you have to be a billionaire to buy it.
I had no idea what an impact it would have had globally: 16 fairs each year on four continents with 250,000 visitors. Since the beginning, 3.1 million visitors have bought over 600,000 artworks, valued at over £500million – that’s a lot of help to artists and galleries – and we have been able to give £7million to charitable causes and young artists. Placing living artists and independent galleries at its heart, Affordable Art Fair has helped support the careers of over 40,000 artists.
The journey hasn't been without challenges. The Covid pandemic was particularly tough. We lost 96% of our revenue and had to make difficult decisions.
I still remember the first fair vividly. We were three months away from the opening, and we didn't have nearly enough exhibitors. The nerves were palpable; I wasn't sure if anyone would show up, let alone make a purchase. But thanks to the word-of-mouth buzz among galleries, we managed to pull it off.
The journey hasn't been without challenges. The Covid pandemic was particularly tough. We lost 96% of our revenue and had to make difficult decisions, including laying off staff and reducing salaries. The uncertainty and constant re-planning were emotionally taxing, but we managed to survive and are now on a path of growth and recovery.
Over the past 25 years, the art buying process has evolved significantly. The range of mediums has grown: photography has bloomed thanks to its digitalisation. Many of the best and most forward-thinking artists have chosen video art as their medium. One piece I own is The Blue Fairy by Davy and Kristin McGuire. A miniature Kristen, with butterfly wings superimposed behind, taps the jar with her wand, hoping to escape.
I have loved discovering art from around the world over the years. At the fair in Battersea we aim for roughly a third of the exhibitors to be international.
Another piece of video art is behind me in our dining room – the perfect place for Jonathan Hillson’s video derived from Caravaggio’s Supper at Emmaus. I was lucky to find a fabulous antique frame in the correct dimensions of a TV. We asked our electrician to put some 13amp sockets on walls, so helping the illusion.
I have loved discovering art from around the world over the years. At the fair in Battersea we aim for roughly a third of the exhibitors to be international. I would never have seen this sculpture “The Paratrooper” by Roberto Reuli without being exposed to international artists at London’s Affordable Art Fair.
To ensure we maintain a good proportion of affordable art, we curate our exhibitions carefully. We highlight affordable works, such as artist-made prints available from around £75, and feature an “Art under £500 wall” to help new collectors find accessible pieces.
What makes me most proud is the impact we've had on gallery businesses and artists' careers. We've built a vibrant community of galleries, artists, art lovers, and partners like JM Finn, who support the visual arts through our collaboration. Creativity is essential, both at work and at home, and it's gratifying to see how we've inspired people.
We plan to launch in at least one new city each year, further supporting galleries, artists, and art lovers globally.
Looking ahead, I hope the next 25 years will be just as transformative. We aim to continue inspiring the world to own art, with a goal of reaching 1 million artworks sold by 2030. We plan to launch in at least one new city each year, further supporting galleries, artists, and art lovers globally.
As we prepare for the next edition of the Affordable Art Fair from 16 – 20 October 2024 in Battersea Park, I reflect on our journey with immense pride and excitement for the future. This fair will not only celebrate our 25th anniversary but also bring together over 100 leading galleries from the UK and around the world, continuing to make contemporary art accessible to all.
For more details on the upcoming fair, you can visit our website. Join us as we celebrate 25 years of making art accessible, and here's to many more years of inspiring the world to own art.
