Art fairs shape the global art world

Without art fairs, today's globalized and commercialized art world wouldn't exist. Galleries rely on them to expand their clientele and turn buying art into an event.

“Without art fairs, today's highly globalized and commercialized art world would not exist.”

Noah Horowitz takes the helm

Noah Horowitz became chief executive of Art Basel, the most famous brand in art fairs, in 2022. He understands the paradox of art fairs: galleries complain about costs but depend on them.

Expanding into new markets

Horowitz doubled down on Art Basel's core business by launching the firm's fifth annual fair in Doha in February with backing from the Qatari royal family. He also moved the Paris show to the historic Grand Palais in 2024.

Going digital and retail

Horowitz augmented Art Basel's fairs with Zero 10, a dedicated digital art section, and a retail shop for branded and artist-created merchandise. These moves meet an evolving market.

Building strategic partnerships

Art Basel diversified its partnerships with major brands including Miu Miu, Samsung, and Qatar Airways. These collaborations help the fair reach new audiences and revenue streams.

Working double time for the future

Horowitz believes Art Basel can do more to meet an evolving market. He and his team are working intensively to expand the brand's reach in forward-looking ways.

“I felt there was more Art Basel could do proactively and creatively… to meet an evolving market where it was.”