Vying for virtual space

Dealers and fairs alike are responding to lockdown challenges in sterling fashion, with online viewing rooms, essays and videos galore

- Huon Mallalieu

IT is encouraging to discover the different approaches the art trade is taking to the virtual world, now that it’s essential to engage with it. Although some are happy to continue with basic websites that have served them well in the past, others have been ingenious in devising new ways to catch and hold the attention of art lovers who are eager to be entertained. There is considerable competition.

Several new portals or ‘viewing rooms’ have opened recently and, during this month, more will follow, giving platforms to dealers who sign up with them. Some are produced by organizers of events that have had to be canceled, such as the Drawing Now fair in Paris, the London Original Print Fair, which was to have had its 35th annual outing at the Royal Academy, and the Petworth Park Fair. As well as providing a shop window for would-be exhibitors, these sites have all the necessary links conveniently in one place. This is likely to be the pattern followed by the London Art Week dealers. Once I have had the chance to look at more viewing rooms, I will flag them up.