“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.
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.
Frieze Art Fair London 2011 is another success. Such a numerous public that it is almost impossible to walk, especially where there is a performance, a particular viewing or a guided tour. The crowd is overwhelming in Regent’s Park. Frieze Art Fair 2011 is organised in a special commissioned temporary structure located that take advantage from having a natural light source, keeping away from the atmosphere of a trade show.
It is a success? Of course Frieze Art Fair is an unmissable occasion inLondon. It is one of the events giving the beat to the City. Contemporary art and design are on show in this excellent exhibition that brings together over 173 galleries, around 1,000 artists for 33 countries from all over the world. The event is organised with the idea of showcasing new artists and, hopefully, selling their work.
Each year, for the last four years, Frieze Art Fair have had over 60,000 visitors. These visitors included those with an interest in art, such as curators, artists, collectors, gallerists and critics, as well as the general public. Some visit as first-time collectors of art whilst others view the fair more as an exhibition, enjoying the experience as a cultural day out.
Frieze Art Fair has a different approach to art as it focuses only on contemporary art and living artists. The fair presents a curated programme of talks, artists’ commissions and film projects, many of which are interactive or performative and encourage visitors to engage with art and artists directly.
Fashion is another aspect of the Frieze Art Fair. The blending of art and fashion is not new and present are many fashion designer along together with artists and some brands sponsor.
Opened in the superb English Gardens of Regent’s Park is the Sculpture Park. Frieze Art Fair 2011 has installed this parallel exhibition of sculpture which offers a rare occasion to see a noteworthy group of international works addressed to a vast public. This year’s Sculpture Park presents work by some of the most acclaimed international sculptors. These include new works by Thomas Houseago and Claudia Fontes, as well as pieces by Tom Friedman and Kiki Smith.
Frieze Art Fair is at its ninth edition. It presents the world’s leading contemporary art galleries.
The dynamism of galleries from emerging territories such as Asia and South Americas balanced by a strong European and American contingent. The Frame section of the fair, supported by COS, is dedicated to galleries under six-years old, showing solo.
Frieze Projects is a unique annually programme of artists’ commissions. This year the Projects are curated by Sarah McCrory and are supported by the Emdash Foundation. This year’s programme incorporates a number of unique viewpoints throughout the fair that will demand a shift in viewers’ perception. The winner of the Emdash Award 2011 is the video and performance artist Anahita Razmi, who is based in Stuttgart.
Frieze Film is another programme of artist films screened to coincide with Frieze Art Fair. This year it is curated by Sarah McCrory and includes five commissioned films that will be shown in the auditorium at the fair and will be previewed in a new post-watershed Channel 4 arts slot during the week of Frieze Art Fair from Monday 10 October to Friday 14 October. The artists commissioned to make new work for Frieze Film are: Ed Atkins, Lutz Bacher, Anthea Hamilton, Judith Hopf and Katarina Zdjelar.
Another interesting activity is Frieze Talks. For the 2011 the line up is the following: John Bock, Daniel Buren, Adam Curtis, Alison Knowles and Taryn Simon. They are all well respected international artists film makers, curators and cultural commentators taking part in Frieze Talks 2011. Frieze Talks is a daily programme of keynote lectures, panel debates and discussions that take place in the auditorium at Frieze Art Fair. It is presented by Frieze Foundation and programmed by the editors of frieze magazine, Jennifer Higgie, Jörg Heiser and Dan Fox.
The Frieze Art Fair Stand Prize, sponsored by Champagne Pommery, has been awarded to Gavin Brown stand which articulated a long-term commitment to and understanding of the artists represented. The third year of the Frieze Art Fair Stand Prize, was judged by: Tom Eccles (Director, The Centre for Curatorial Studies at Bard College, New York); Karola Kraus (Director, MUMOK, Vienna); Stéphanie Trembley (Independent Curator, Beaux Arts magazine, Paris). A prize of £10,000 will go to the most innovative gallery stand at the fair.
Outset / Frieze Art Fair Fund is organised and financed by Outset Contemporary Art Fund, a charitable foundation focused on supporting new art. This distinctive partnership helped Tate to buy important works for the national collection. It has the continued support of Le Méridien Hotels & Resorts. 83 works by 53 significant international artists have been collected since 2003. The guest curators for the fund in 2011 will be: José Roca (Chief Curator of the 8th Mercosul Biennial) and Adam Szymczyk (Director of the Kunsthalle Basel).
Frieze Art Fair 2011 is sponsored by Deutsche Bank.
Showing from 13th October until 16th October, Frieze Art Fair 2011 was in Regent's Park, London.