With 16,000 visitors, 200 independent exhibitors (from around the world) and often 6000 products on display, Parallax ‘Art’ Fair is the most popular fair of its kind in London today. It is an event for everyone whether you are old or young, black or white, rich or poor, “educated” or not. There are no barriers or expectations about how much you are to know about art. The viewer is sacrosanct. This underlies why you will not find art tours or lectures at the fairs claiming to tell you what art is supposed to mean, do or say. We consider all that to be bogus. Nor will you find a selection procedure in the traditional way that art fairs and events usually maintain, including not a few that are considered “cutting-edge”. Whether you wish to understand all the ideas behind the fair or not in the way we tell it, does not matter either. What matters is that you take confidence in your own ideas about the art that you see on show. You are very special and so are your ideas.
This unique approach to the idea of an art fair grows out of its original and long-standing association with new ideas in the practice of Art History. Parallax ‘Art’ Fair was conceived by Dr C G Barlow in late 2009, but took shape in early 2011. It was originally an exhibition called “Parallax”, which opened in November 2010 in London following two pre-exhibitions. Critical essays were contributed to the catalogue by Dr C G Barlow, Professor Donald Preziosi, Professor Alun Munslow and Dr Paul Gladston. One interpretation of the exhibition was that it attempted in a gallery setting to demonstrate how the discipline of History determines what a viewer assumes about contemporary art and the market. The exhibition also introduced the important phenomenon of “idem sonans”. The fair continued this research aspect with “lectures” by Donald Preziosi and Alun Munslow in 2011 and 2012. The fair has always been thought of as a type of “idem sonans” (or an art work) in relation to the contemporary art industry and art fairs. When visitors walk through the fair today they often do not realise that they are walking through an art work and that they themselves are part of the show. In 2017, Dr C G Barlow will publish his first book on the concept behind the fair.
Today the fair is not only the most popular of its kind in London, it is also the largest in the UK and Europe. It is also free entry and always will be. With boutique editions in New York, Miami and Los Angeles developing, and an impending move to larger premises in London (with a twist on the “gallery fair”), the fair is quietly pioneering ideas that will eventually influence the way we all think about art in the future. We hope that you enjoy being part of this history.
The original Parallax poster from 2010. Work by Adam Reeder.
Rare image of the second pre-exhibition in 2010.
Image from the first Parallax ‘Art’ Fair private view in 2011.
New York 2012
Parallax ‘Art’ Fair moved to Chelsea in February 2012.