Visitors at Preview Berlin 2013, Photo: Edgard Berendsen
PREVIEW BERLIN not at the BERLIN ART WEEK 2014
“Aren’t you at the BERLIN ART WEEK this year?” is a question we are hearing a lot at the moment. The answer is: no. More precisely: no longer. Until the summer we were still listed as an initiative partner of the BERLIN ART WEEK. The logo and the name have meanwhile disappeared from the program of the BERLIN ART WEEK and we ourselves were deleted as a partner.
How could that happen? After the PREVIEW BERLIN ART FAIR 2013, we took stock internally: The number of visitors is on the rise, but not the number of collectors inclined to buy. For many galleries, the sales expectancies were not fulfilled, they are questioning Berlin as a lucrative fair location. Our conclusion: In its present form, the PREVIEW BERLIN ART FAIR has no future.
Our idea for 2014 was SHOWBID, a hybrid form of curated show and auction. We informed the organizers of the BERLIN ART WEEK of this and met no objections. But in the June Newsletter of the BERLIN ART WEEK, SHOWBID was missing and we, as PREVIEW BERLIN, had also disappeared. It was therefore not possible for us to realize this.
Instead, another fair popped up: “Positions Berlin”. Our co-partner until now, Kristian Jarmuschek, had positioned it behind our backs at the BERLIN ART WEEK. This fair basically corresponds with the previous PREVIEW BERLIN ART FAIR – and thus with a format that after evaluating the exhibitors’ survey had proven not to be sustainable.
We regret that these turbulences and irritations have arisen for you as exhibitors, and wish you all the best for your future gallery activities.
Rüdiger Lange & Ralf Schmitt
Co-directors PREVIEW BERLIN
Berlin, July 23, 2014