OVR, Satellite Booths and “Holo-Meet”
By Ian Tee

Art Basel Hong Kong 2021 (ABHK) was a markedly different affair from its previous editions. As Art Basel’s first in-person show since the COVID-19 outbreak, the stakes are high not only for fair organisers but also participating galleries. It is the international fair’s first experiment with a hybrid model, running an on-site presentation at the Hong Kong Convention and Exhibition Centre alongside the Online Viewing Rooms (OVR). The new initiatives launched to circumvent travel restrictions may pave the way for a fundamental reshaping of the business. This article focuses on galleries that participated remotely through “satellite booths”, gathering comments on their experience and sales reports.

Asia Art Centre booth, featuring works by Fadjar Sidik and Lee Tsai-chien. Image courtesy of Art Basel.

Fadjar Sidik, ‘Formasi Sangkala’, 2000s, oil on canvas, 70 x 70cm. Image courtesy of Asia Art Centre.

The satellite booth is a response measure introduced to allow overseas galleries to exhibit artworks without physically attending the fair. 56 out of the 106 galleries opted to participate in this capacity, with complementary presentations in the OVR platform. On the whole, satellite booths tended to be smaller than those typically chosen by returning galleries, which inevitably impacted the selection of artworks. In the absence of gallery personnel on the ground, artwork installation, booth manning and follow-up processes at the end of the fair were coordinated by Art Basel.

Despite the challenges posed by remote participation, galleries threw their support behind the initiative. “This method of participation is an important attempt by the global art industry to find a way out of the difficult situation,” says Steven Lee, Managing Director of Asia Art Centre (AAC). “While ABHK is a rare opportunity for global exposure and to keep in touch with international clients, we also take this chance to review the long-term viability of current business models.” AAC’s booth in the ‘Insights’ sector explored the development of geometric abstraction in Indonesia and Taiwan, pairing Yogyakarta painter Fadjar Sidik with Taiwanese sculptor Lee Tsai-chien.

Genevieve Chua, ‘Edge Control #22, Brace, Brace’, 2018, acrylic on linen, 60 x 42 x 4.5cm. © Genevieve Chua. Photo courtesy of the artist and STPI.

STPI Gallery booth, featuring works by Heman Chong and Do Ho Suh. Image courtesy of Art Basel.

Doubling down on its digital offers, ABHK also launched Art Basel Live, a permanent feature which aimed to bridge on-site and online experience. It expanded upon the existing OVR platform, to include live-streamed events, daily broadcasts, virtual experiences and walkthroughs. A more experimental programme in the mix is “Holo-Meet”, where gallerists were “beamed in” as live-sized holograms to engage with small groups of press members and VIPs. Offered to selected galleries from Singapore, Geneva and New York, Gajah Gallery and STPI Gallery were among those taking part in the programme. STPI Gallery Director Rita Targui praises Art Basel’s efforts at replicating the live experience as much as possible. She said, “Such inventive practices pave the way for a new kind of interconnectedness, and we look forward to more of such collaborations on this front.” She also noted an encouraging, steady stream of inquiries during the fair’s run. Their booth featured works by Singapore artists Genevieve Chua and Heman Chong, alongside paper works created in the STPI workshop by Do Ho Suh and Haegue Yang.

Gajah Gallery booth, featuring works by Erizal As, Rudi Mantofani, Yunizar, Ashley Bickerton and Jane Lee. Image courtesy of Art Basel.

Alvin Ong, ‘Book of Life’, 2021, oil on canvas, 240 x 200cm. Image courtesy of the artist and Yavuz Gallery.

Gladstone Gallery booth, featuring works by Rikrit Tiravanija and Philippe Parreno. Image courtesy of Art Basel.

The hybrid approach worked well for Gajah Gallery and Yavuz Gallery, with both galleries reporting strong sales from their satellite booths and OVRs. “We had a successful showing at the fair, selling several works by Erizal As, Jane Lee and Yunizar to both new and existing clients,” said Gajah Gallery Associate Joseph Kong. The sales were conducted over the phone with their booth representative and through the Art Basel OVR. Similarly, Yavuz Gallery Manager Caryn Quek shared that they were introduced to new collectors and art professionals from Hong Kong, Taiwan, Korea and outside of Asia through their on-site assistant and online. She adds that works by several artists such as Alvin Ong, Mehdi Ghadyanloo, Guy Maestri and Stanislava Pinchuk were placed in important institutional and private collections.

Outside of Southeast Asia, New York and Brussels-based Gladstone Gallery also had a strong outing. Their sale highlights include: an Alex Katz painting for USD650,000, a work by Kerstin Brätsch for USD85,000, as well as 10 paintings by Rirkrit Tiravanija ranging in price from USD25,000 to USD200,000.

Nicole Coson, ‘Untitled’, 2021, oil on canvas, 160 x 110cm. Image courtesy of SILVERLENS.

Pio Abad, ‘Notes on Decomposition (Lot 157)’, 2021, ink and gouache on paper, 59.40 x 42cm (each). Image courtesy of SILVERLENS.

Besides participating through a satellite booth, Art Basel also offered the option for galleries to have collaborative presentations. Silverlens’ joint booth with Hong Kong-based Rossi + Rossi was well-received. Isa Lorenzo, Co-Founder of Silverlens, cites strong synergy between the on-site booth and online platform for the positive experience. “It was helpful to have a partner on the ground to install the presentation, speak to clients and take care of artworks after the fair closed,” she observes. The gallery sold out paintings by Pow Martinez (USD10,000) and Nicole Coson (USD7,000), as well as Pio Abad’s drawings (USD14,000). Several works by Mit Jai Inn were acquired, including a 1.2m double sided scroll (USD27,000). Patricia Eustaquio’s ‘Boom VII’ (USD25,000) also “went quickly”. She commented that although most clients on-site were familiar to Silverlens, they were first-time buyers. The gallery also had several new buyers from the OVR.

While the possibility of taking up a satellite or collaborative booth is definitely on the table should travel restrictions persist, the galleries featured are looking forward to returning in person for the next edition of ABHK. “Though OVRs have been fantastic for enabling a wider reach geographically, being able to see an artwork in person has always been, and will continue to be, an immeasurable experience,” says Targui. Lee notes that the 2021 fair had seen continuous revisions leading up to opening day, requiring galleries to adapt their original plans based on changing regulations. Should the option of picking a satellite booth be made available at the point of registration, he is confident that the overall participation experience will be greatly improved. Lee also sees collaborative booths becoming popular in the future, as galleries across the world come together to participate in international exhibitions.

Regardless of circumstances, there is no turning back from a hybrid model as online platforms now play a substantial role in the art world. “We will continue investing into digital initiatives and into our fairs to ensure that they remain relevant for years to come,” says Adeline Ooi, Art Basel Asia Director. When asked about ABHK’s position in the constellation of international fairs in Asia, she comments, “Asia is a growing market with enormous potential, and there is certainly space for other fairs in the region, in the same way that we operate alongside other fairs in different parts of the world.” Ooi asserts the city’s unrivalled unrivalled position as a cultural centre due to its geographical location at the heart of Asia, its place as a leading financial center, its tax-free status, as well as its strong local art scene, and a general public with a keen interest in the arts.

The ninth edition of Art Basel Hong Kong took place at the Hong Kong Convention and Exhibition Centre from 19 to 23 May 2021.