They found customers who weren’t being served
THE PRINCIPLE
Look for customers who are not being served – and serve them
Will Ramsay liked art but found the atmosphere at most galleries unwelcoming and intimidating. Certain that many others must feel the same way, he started the Affordable Art Fair in Battersea Park in 1999. The first one attracted 10,000 visitors who could stroll around looking at paintings in a friendly, informal atmosphere, with prices clearly indicated and not a whiff of snobbery.
Now Affordable Art Fairs take place biannually in London at two locations and annually in Bristol, Amsterdam, Paris and New York, with affiliate fairs in Sydney and Melbourne. Artwork prices range from £50 to £2500 with more than 150 artists ...
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