Art exhibitions in midsummer London this year are sensational, from the most established Olympia International Art & Antiques Fair, the hip Masterpiece London to the art fairs by galleries and antique shops at Mayfair and St. Jame’s, the series of commercial art events not only attract people from the art industry to join, but also boost the economy. The growing art business indicates that London, the city with long and colourful history, is determined to stay as the world’s centre for arts.

Old fair captivates

Recognised as one of the most prestigious and established art and antiques fairs, Olympia International Art & Antiques Fair still welcomes visitors with grace while facing challenges from the up and coming art organisations. This year, 160 dealers showcased both antiquity and contemporary jewellery, antiques, paintings, furnitures and ornaments. The highlight of the fair was the reasonably priced modern/contemporary art pieces targeting middle-class buyers. The organiser also cooperated with HALI magazine to introduce Asian carpet dealers to the fair, in order to provide the visitors more choices with oriental style.

New fair sells

Founded only six years ago, Masterpiece London is now the superstar of the art world, which successfully expands into the high end western art and antiques market. With the theme “Art | Antiques | Design”, Masterpiece London emphasises cross-collecting and diversification. Visitors can see antiques from Africa, Western masterpieces by the old masters, contemporary designer furniture, high end jewellery, supercars and yachts all in one art fair. The organiser tries to defy the traditional perception of art collection by introducing new business model and providing buyers a brand new one stop shopping experience.

Cooperation in business

Over the years, the museums, galleries, antique shops and auction houses of Mayfair and St. Jame’s at downtown London have formed a special art and cultural hub. Last year, the hundred-years-old Brown’s Hotel and the dealers in the area initiated the Brown’s London Art Weekend to boost the sales. Over a hundred participating shops all opened to the public during the weekend to attract more visitors. This event was a great success since it was compatible with the peak auction and summer tourist season at London.

London Art Week, coincided with Brown’s London Art Weekend, was a one-week long art event co-hosted by over 40 galleries and three auction houses. It was launched in 2013, combining the resources of Master Drawings & Sculpture Week and Master Paintings Week. This year, the organiser received subsidy from the Government and private sponsorships, hoping to gain international acclaim and a record-breaking sales.

Learn from the best

The above case studies show that the diversified art events in London are targeting different consumer groups (both affordable and high end art collectors). To organise art fairs with local characteristics with the local dealers is a creative way to promote art. In the recent years, Macao has been hosting several art exhibitions and becoming a rising star in the Asia art market. The London experience can help the Macao art industry to explore how to make better use of the art capital, create market value and, in the long run, form the unique “Macao Model”.