PAD 2011 ©

“Fifth edition of the PAD - Pavilion of Art & Design”

David Franchi – 20th October 2011

The Pavilion of Art & Design London 2011 has been a great success. The fifth edition of the Pavilion of Art & Design – PAD testifies increased massive sales and remarkable attendance of collector and visitors.

At the PAD exhibition, 58 galleries from 11 countries presented the highest-quality works of Modern Painting, Photography, Tribal Art, Design and Decorative Arts from 1860 to today.

PAD is a well-established event because of the excellence of the exhibitors and the prominent location in Mayfair, London. This is the difference with the contemporaneous Frieze Art Fair which is more popular and in a different location.

PAD built a reputation which is attracting important newcomers and increases sales despite the economic climate. The two organiser, Patrick Perrin and Stéphane Custot, commented: “We are delighted to see how PAD has turned into a successful, mature and inspiring international art event. PAD is more than a fair; it is an eclectic and sophisticated club gathering the finest art and design galleries. Our aim is to bring together the most beautiful and exclusive works of art of the 20th Century. As organisers, we are flattered to see such an enthusiastic audience attending the event each year and also how positive PAD is welcomed in London. The fifth edition has been a real success; we are totally confident for the future of the fair.”

The PAD 2011 opened with a Private Preview which was attended by major collectors, art patrons, artists and other high-profile figures such as Lady Helen Taylor, Laurence Graff, Lord Rothschild, Elle Macpherson, Princess Chantal of Hanover, Richard Buckley, Norman Rosenthal, Marc Quinn, Saffron Aldridge, Kelly Hoppen, Amanda Eliasch, Max Wigram, Edward Tang, Princess Michael of Kent, Rick Owens and Lady Henrietta Spencer Churchill.with some members of the high society. Later in the week, the fair was visited by renowned collectors including Christie’s owner François Pinault and fashion designer and filmmaker Tom Ford.

PAD 2011 ©

The Child’s Chair Project II was a great success. Designers such as Zaha Hadid, Amanda Levete, Peter Marigold, Fredrikson Stallard, Max Lamb and Mattia Bonetti were invited to customize Vitra’s child-size edition of the iconic Panton chair, with proceeds of over £25,000 going to the NSPCC’s Rebuilding Childhoods Appeal. Curated by Francis Sultana seven of the unique eleven chairs were sold by the close of the fair, prices from £1,500.

The Pavilion of Art & Design London is organised by the Société d’Organisation Culturelle (SOC) which was founded to support quality in the arts in 1996 by fair directors Patrick Perrin and Stéphane Custot, both renowned gallerists and art dealers. The Pavilion of Art & Design London, formerly known as Design Art London, was founded in 2007 during Frieze Week in the same spirit, dedicated to post-war and contemporary design and the decorative arts. In 2009 the fair was renamed and expanded to include Modern Art.

In 1997 Perrin and Custot created one of the most appreciated cultural events in France, the Pavillon des Arts et du Design Paris, formerly known as the Pavillon des Antiquaires et des galeries d’art (the Pavilion of Antique dealers and art galleries), the fair is inspired by the cabinets de curiosités and brings together international gallery owners as well as young promising dealers, whose area of expertise covers the 18th, 19th and 20th centuries. By redefining its date range, the Pavilion now captures the emergence of the relationship between art and industry, the beginnings of the Arts and Crafts movement and design. Since 2007 the fair has taken new direction focusing on Art and Design from 1860 to today and now is called Pavilion of Art & Design Paris, which 16th edition will take place at the Le Tuileries in Paris in April 2012.

In November of this year, Pavilion of Art and Design New York will launch at the Park Avenue Armory to coincide withNew York’s fall Impressionist and Contemporary auctions. With four successful years of the London fair and the revered reputation of its Parisian counterpart, Pavillon des Arts et du Design Paris, Pavilion of Art and Design New York will build on this distinguished heritage to present a third collection of Modern Art, Design, Decorative Arts, Photography, Jewellery and Tribal Art. Organisers also plan opening a Milan edition of the fair in 2012 to overlap with the Salone Internazionale del Mobile.

The announced Moët Hennessy-PAD London Prize this year did not take place for unclear difficulties occurred with the donation to the V&A Museum. Other sponsors were Zadig & Voltaire and 1stdibs.

Showing from 12th until 16th October 2011, PAD - Pavilion of Art and Design was at Berkley Square, Mayfair, London.