Vienna to host new city- and federally-funded art fair

Vienna is poised to gain a new international art fair, a development secured by financial backing from both the city and the federal government. This significant undertaking is spearheaded by the "Vienna Art United" (VAU) association, comprised of approximately 30 galleries from the Austrian capital. The initiative aims to establish a crucial marketplace, addressing a long-standing need for local artists to be able to sell their work within the city.

Markus Peichl, board chairman of the VAU association and a gallerist, emphasized the necessity of such a platform, stating, "We need this marketplace." He highlighted that while museums are valuable, artists require the ability to sell their creations in the city where they produce them. Peichl also noted that art fairs are widely recognized as essential for local artists' success.

As a prelude, a "teaser" event is scheduled for September 10-13. This preliminary showcase will be held in a unique, historically significant car garage in Vienna's eighth district, which will also lend its name to the future fair. This location is described as a "culturally still virgin" space, intended to host around 70 local and international galleries.

“

We need this marketplace

Peichl expressed enthusiasm following Vienna's confirmation of funding, acknowledging the challenging negotiations involved. He spoke of overcoming past issues and rebuilding trust in the concept of a Viennese art fair, referencing previous instances where operations were "rather opaque." The combined support from the federal government and the city's commitment allows the VAU association to establish the new fair with the desired "great independence" from other investors, a factor Peichl believes contributed to the failure of previous Viennese art fairs that were dependent on entities like Reed Messe, Russian oligarchs, or other operators.

The current landscape sees none of the traditional Viennese art fairs, such as "Viennacontemporary" or "Spark," taking place this year. Peichl described the situation as emerging from "cacophony" and "fragmentation," where individual efforts proved unsustainable both artistically and economically, leading to a decline in international attendance. The galleries recognized the need for collective action, with over 30 galleries uniting across generations and genres to form the VAU association. This unprecedented collaboration aims to represent the entire art scene.

“

We come from the cacophony, a fragmentation, where everyone only looked out for themselves. In the end, all these fairs were no longer sustainable in terms of content and economics.