It’s Frieze Week – the London artworld’s celebration of blue-chip bling – and as always the real attractions are the events outside of Regents Park. One of the highlights this year is FOCUS Art Fair, which returns to the Saatchi Gallery with an eclectic and thought-provoking selection of galleries to add a bit of substance to this festive season.
Founded in 2017 by Sungmin Hong and Jungwon Lee, FOCUS has hosted over 45 exhibitions globally in Paris, London, Porto, and New York. The 2024 London edition, held from October 10th-13th at the Saatchi Gallery, zooms in on sustainability, equality and innovation.
One of the highlights will be the work of five artists and designers supported by Sarabande Foundation that will be on display as part of the fair. These include Auroboros (Paula Sello and Alissa Aulbekova) who have collaborated with renowned photographer Markus Klinko on new digitally dressed portraits of Kim Kardashian, Usher, and rising music star KO. They are joined by artists John Hui, Zongbo Jiang, and Lulu Wang. With equality as one of our central pillars, we are excited to spotlight the voices of our global partners, including the Indonesian art fair Art Moments, One East Asia and NYC Culture Club, who aim to make art accessible to all.
There will also be a unique collaboration with French luxury furniture brand, Roche Bobois, which will present the Bamboo Mood Collection by Chinese designer Jiang Qiong Er, as well as providing a luxury dining experience at the fair. The Bamboo Mood Collection promises to provide food for thought for the thinkers: a collaboration between Roche Bobois and Chinese designer Jiang Qiong Er, it explores interpretations of traditional Chinese aesthetics, focusing on simplicity and harmony, reflecting her artistic vision and design philosophy.
Finally, among the talented exhibitors, Olivier Mourao will present an exclusive solo installation in the gallery’s bookstore, featured by Gore Gallery. Additionally, K-pop star E.Dan will unveil new artwork for the first time publicly, drawing significant attention to the fair.
The fair this year, as ever, is all about diversity and equality, but it also explores connections between the physical and digital forms of art, which is one of its seriously cutting-edge selling points. The FOCUS Art Fair curator team, including Jungwon Lee, Eriko Ozaki, Boram Lee, and Manuela Cabraless, have selected a bristling range of works, ensuring there’s something for everyone who seeks a breath of fresh air in the madness of Frieze Week. For the 2024 London edition, which is the last stop on its World Tour, they focus on humanity’s connection with nature and cultural diversity, highlighting both emerging and established artists from all over the world.
Founded in 2019 in Paris by Seongmin Hong and Jungwon Lee, FOCUS Art Fair has grown and now showcases a wide array of contemporary art, fostering connections among galleries, artists, and collectors worldwide. Seongmin Hong oversees strategic and business development, while Jungwon Lee, as Artistic Director, leads the curatorial team.
I caught up with the curators for a chat about the fair’s ambitious and inspiring goals for this year.
Tell us more about the theme: what is meant by ‘humanity’s intricate connection to the natural world’? Is it about climate change? In what way do you think contemporary art is engaged with the natural world and the challenges it faces?
The theme “humanity’s intricate connection to the natural world” highlights how humans are deeply linked to nature—both in our reliance on it and the impact we have on it. It explores how we live, use resources, and affect ecosystems. For instance, Rein Kooyman’s installation, Navigating the Unseen #Slate Stones, which will be showcased at FOCUS Art Fair London 2024, reflects this connection by simplifying his human experience and evoking a sense of fluidity in time. After the exhibition, he will return the stones to their original locations, symbolising the cyclical nature of existence and the impermanence of human creations.
Contemporary art engages with the natural world by raising awareness of environmental issues, reflecting on our relationship with nature, and offering new perspectives or solutions.
For instance, Alejandro Durán, who collaborated with us at the last FOCUS Art Fair New York 2024, transforms international trash washed ashore into striking artworks, drawing attention to the dangers of plastic pollution. Many artists use their work to challenge viewers to think about sustainability and our connection to the earth, allowing art to contribute to addressing the challenges our world faces today.
What does cultural diversity mean to you? Why is it important in the artworld?
To the FOCUS team, cultural diversity means having an open mindset that values and celebrates the unique perspectives and traditions from various cultures. We believe it expands understanding and enriches the art landscape, allowing both artists and audiences to engage with a wide variety of art scenes. Similarly, in the art world, cultural diversity plays a key role in creating a more vibrant and inclusive art scene that reflects the richness and complexity of the world around us.
To what extent do you think art fairs, especially those in the Europe and the US, could be more diverse?
While some art fairs in Europe and the US feature a range of artists from different backgrounds, many still predominantly showcase work from established, often Western artists. To enhance diversity, we believe art fairs should actively seek out underrepresented artists, including those from minority and marginalised communities, and prioritise inclusive programming. Our FOCUS team has collaborated with local organisations and community groups to ensure broader representation of voices. For instance, at FOCUS Art Fair New York 2024, we partnered with Equal Means Equal and Golden Our Collective, to organise events and talks aimed at enhancing diversity in the art fair by showcasing a wide range of artistic dialogues.
How do you find galleries for the fair?
We explore various sources, including online platforms, art publications, and social media, to identify emerging and established galleries that align with our fair’s vision. Recommendations from artists, curators, and art professionals are also invaluable in helping us pinpoint galleries that would be a great fit for our event. However, the majority of galleries are discovered through their applications to participate in our art fair. Our curator team organises meetings with these galleries to understand their ethos and ideas, ensuring that their artworks and artists are a suitable match for the fair.
How do the curators work with the galleries? Do you curate their presentations?
Yes, we work closely with the galleries to help them align with the fair’s ethos while still giving them the freedom to showcase what they want. Our curator team engages in multiple conversations with galleries and artists to understand their artistic visions and the narratives they want to present. While encouraging galleries to express their unique styles and selections, we also provide guidance on creating impactful installations that resonate with the fair’s overall theme and reflect the diversity and innovation in today’s art landscape.
Who are the buyers? Typically, what do they buy and where does it end up?
Most of our buyers are typically younger individuals who seek to experience unique and emerging cutting-edge art. They enjoy discovering pieces that resonate with their personal tastes and values. Many buyers purchase artwork for themselves to display in their homes or offices, creating a personalised and inspiring environment. Some buyers view art as an investment, selecting pieces they believe will appreciate in value over time.
How do you see contemporary art, particularly art fairs, working to address global issues around climate change and sustainability? To what extent does corporate sponsorship play a role and does that raise certain moral challenges?
Corporate sponsorship plays a significant role in helping us address global issues within contemporary art. For instance, in FOCUS Art Fair London 2024, we are proud to have LG as a sponsor, which enables us to showcase Illustrious Company’s It’s Always Ourselves We Find in the Sea. This installation encourages visitors to reflect on their relationship with water, prompting them to reconsider its value and cultural significance as they step back into the world with a new perspective.
While corporate sponsorship can raise certain moral challenges, we believe it also plays a pivotal role in engaging with and representing underrepresented artworks by providing essential funding and resources. This support enables artists to address pressing global issues, including climate change and sustainability. Such engagement fosters meaningful dialogues around sustainability in the art world and encourages broader audiences to reflect on their own impact on the environment.
FOCUS Art Fair 10th – 13th October 2024, Saatchi Gallery, London focusartfair.net
