Behind the scenes of an art fair
How we prepare for an art fair, from first selection to final setup.
Stepping into an art fair, visitors see perfectly curated booths, engaged conversations, and stunning artworks. But what they don’t see is the months of preparation leading up to that moment, selecting artists, finalising booth designs, coordinating logistics, and making sure everything is perfect before the doors open. What does it really take to prepare for an art fair?
Photography by Jacqueline Fuijkschot
The application process
It all starts with an application. Depending on the fair, this can be a straightforward process or a highly detailed proposal. As a gallery, you must outline which artists you plan to exhibit, the curatorial concept, and the size of the booth you require. For more prestigious fairs, additional details are expected, such as artist CVs, past and upcoming exhibitions, sketches of the booth layout, and an overview of previous works. Some fairs even request a track record of previous fair participation to assess whether a gallery fits their profile. And yes, sometimes there’s a fee just to apply.
Then comes the waiting. A selection committee reviews the applications, looking at the quality of the proposal and whether it aligns with the fair’s vision. It usually takes a couple of months to get a response, either an acceptance or a rejection. If accepted, the real work begins.
Photography by Jacqueline Fuijkschot
Selecting the artists
Choosing which artists to present at a fair is a careful balancing act. The decision is based on multiple factors: who fits the fair’s audience and curatorial vision, whether an artist has exciting new work ready, or if there’s a special project that deserves attention. Previous success at a fair can also play a role, if a particular artist's work resonated strongly with collectors in past editions, it can make sense to build on that momentum. At the same time, timing is key. If an artist is deeply engaged in a long-term research project or facing personal challenges, adding the pressure of a fair presentation might not be the right decision at that moment. Every selection is made with both artistic and practical considerations in mind.
Photography by Jacqueline Fuijkschot
Preparing the booth
Once participation is confirmed, the fair provides a floor plan with the exact size of the allocated booth. This is when the big decisions happen: which works make the final selection, how to arrange them, and how to make the space work. It’s also the time to decide whether to order extra lighting, custom-built walls, or a specific wall colour to enhance the presentation. Every detail matters because the way a booth is designed affects how people engage with the artworks.
Of course, no matter how much preparation goes into booth layouts and planning, adjustments are always made during the actual installation. Seeing the space in person often brings new insights, leading to last-minute changes in placement or presentation.
Photography by Jacqueline Fuijkschot
Final preparations and logistics
Meanwhile, we’re making sure our artists get the attention they deserve. Press materials are carefully crafted and sent to the fair’s organisers, ensuring they’re highlighted in promotional campaigns, newsletters, and collector previews.
As the fair approaches, it’s also time for the artists to put the finishing touches on their new works. In most cases, a fair is an opportunity to showcase fresh pieces that highlight an artist’s latest developments. Works are framed, documented, and carefully prepared for presentation.
Meanwhile, invitations are sent out, press releases are shared, and promotional materials such as catalogues and booth guides are printed. Many galleries also create a PDF preview of available works, which interested collectors can request to help them prepare for their visit. Are you curious about what we’re bringing to Art Rotterdam (March 28 - 30)? Request the PDF catalogue by emailing.
Then comes the logistics. Artwork transport is planned well in advance, ensuring that everything arrives safely and on time. Some pieces travel in custom-built crates, while others require climate-controlled handling. The booth itself is usually set up the day before the fair opens, with final adjustments made to the layout, lighting, and placement of each piece.
Alongside the main selection in the booth, additional stock works are brought along. This allows for flexibility, if a piece sells early in the fair, it can sometimes be replaced to keep the presentation fresh. For smaller works, there’s often the option for visitors to take them home directly, adding an extra layer of excitement to the experience.
Photography by Jacqueline Fuijkschot
And then, the doors open. The days of the fair are filled with meeting collectors, handling sales, and ensuring everything runs smoothly. After the fair, the process continues. Many of the sold works are personally delivered to collectors, offering a final moment to connect and see the artwork in its new home. For those who need more time to decide, or who want to see a work again, we invite them to visit the gallery.
On Sunday evening, after the fair closes, it’s time to take everything down. Packing and transporting artworks requires patience and precision, every piece needs to be carefully handled to ensure it arrives safely at its next destination. The fair may end after a few days, but the relationships built there continue long after.