Often found at theaters and museums, Kwon Mee-yoo has covered a wide range of cultural fields from K-pop and dramas to theater and fine art for over a decade. Now as K-Culture Desk editor, she tries to connect Korean culture with global readers through fresh perspectives.
Take your first piece of art home
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Kim Yul-hee, director of Affordable Art Fair Seoul Courtesy of Affordable Art Fair
By Kwon Mee-yoo
By Kwon Mee-yoo
Everybody has to start somewhere. Now is a good time to start gathering an art collection in Seoul because galleries are offering reasonably priced fine art for the duration of the first Affordable Art Fair (AAF) in Seoul.
Held from this Friday until next Sunday at Dongdaemun Design Plaza (DDP) in downtown Seoul, the AAF Seoul will feature some 2,000 artworks from over 80 galleries located in 14 countries. Prices will range from 500,000 won ($420) to 10 million won ($8,400). The AAF was founded by Will Ramsay and aims to make contemporary art more accessible.
Kim Yul-hee, the fair director of AAF Seoul, shared tips for beginners on how to start an art collection.
"The Korean art market has been steady for a while, and is neither dull nor on the rise. There are many art fairs in Korea, but most of them are similar ― the same art galleries participate with similar sorts of artworks. The AAF is an addition to the market which needs a change," Kim said.
The Ramsay Fairs researched the Korean art market for years before launching the AAF Seoul. There are about 35 art fairs in Korea, including major ones such as the Korea International Art Fair and the Seoul Open Art Fair. As of 2013, 10,774 art works have been sold for $41 million with a total of 515,380 visitors.
However, art collecting and going to art fairs have been regarded as just for the rich in Korea because expensive artworks are often associated with slush fund scandals.
"The AAF will lower the barrier to contemporary art and encourage people to start their first art collection,” Kim said.
A view of an Affordable Art Fair, which are held in 13 cities across Europe, America and Asia / Courtesy of Affordable Art Fair
The director advised potential buyers to browse around the fair and ask the staff about the work before making any purchases. All of the work available at the AAF has visible price tags, so even the most timid customer doesn't have to ask the price.
"You can ask about the artist and the piece and share your impressions of an artwork. I usually take photos of the caption and the name of the gallery instead of making a memo so I can always go back to the piece," Kim said. "Set a price boundary and find artwork in the range. If you are a risk taker, purchase something unconventional.”
Kim tipped the novice collectors to trust their intuition. "Each artwork has first impression that captivates the viewer. If you find a piece that speaks to you, take notes, research the artist, speak with the gallery people to understand the context," she said.
The works international and Korean galleries brought for the first AAF Seoul contain a wide variety. London Gallery Manifold Editions will bring a range of the latest prints by world-famous artists such as Damien Hirst, Marc Quinn and Anish Kapoor.
"We asked the galleries to bring half of the works with their price ranging from 500,000 to 5 million won and the other half priced 5 million to 10 million won to balance the budget," Kim explained.
The AAF Seoul also promotes young Korean artists through its Young Talent program. Eleven artists were selected to present their paintings, sculptures, photography and installations, giving a glimpse of the dynamism in the Korean art community.
The AAF provides a relaxed atmosphere to look around and buy pieces of art. A variety of workshops and talk programs make the fair richer. "Collecting art is certainly different from shopping at a department store, but we provide services such as free packaging to make the experience pleasant," Kim said. "Visiting an art fair is not a solemn experience. Take a look and ask gallery staff freely."
The slogan for the AAF Seoul is “Art for You.” “Art is for everyone. I hope all 2,000 artworks available during the fair find their home," Kim said.
For more information, visit www.affordableartfair.com/seoul or call (02) 3450-1562.