{"id":23545,"date":"2014-04-30T19:47:41","date_gmt":"2014-04-30T23:47:41","guid":{"rendered":"http:\/\/www.artoronto.ca\/?p=23545"},"modified":"2014-05-12T10:15:00","modified_gmt":"2014-05-12T14:15:00","slug":"love-art-the-new-gateway-to-contemporary-art-in-toronto","status":"publish","type":"post","link":"https:\/\/v2.artoronto.ca\/?p=23545","title":{"rendered":"Love Art: The New Gateway to Contemporary Art in Toronto"},"content":{"rendered":"

Interview with Love Art Fair Director Nicole Milkovich (N.M.) by\u00a0 Aurore Mathys (A.M.)<\/strong><\/p>\n

\"\"<\/a>The Love Art Toronto Team: Director Nicole Milkovich and Fair Manager Saba Askary<\/p>\n

May 7 – 11, 2014<\/strong>
\nHeritage Court, Direct Energy Centre<\/strong>
\n100 Princes\u2019 Boulevard, Exhibition Place, Toronto<\/p>\n

Art pieces from 100 to 10,000 dollars, this is what Love Art will offer, from May 7 to 11, at the Direct Energy Center in Toronto. During those five days, anyone will have the opportunity not only to become the proud owner of an art work, but also to discover and learn more about contemporary artistic trends. Nicole Milkovich, the Fair Director, tells us more about what seems set to become the new art lovers\u2019 haunt in Toronto.<\/p>\n

\"\"<\/a>Ryan Schude, Diner<\/em>, 2008. C print. 20 x 24 inches, ed of 25. EYE BUY ART, Toronto.<\/span><\/p>\n

A. M.: What is Love Art? How did you come up with this idea? <\/span><\/p>\n

N. M.: Love Art is a contemporary art fair showcasing work from local, national and international galleries priced between $100 – $10,000.<\/p>\n

Love Art is the sister fair to the globally successful Affordable Art Fair. The concept came out of Founder Will Ramsay\u2019s desire to democratize the art-world. In 1996, Will opened Will\u2019s Art Warehouse in southwest London to bridge the increasing interest in contemporary art and the London gallery scene. By concentrating on relatively unknown artists not carrying a premium for reputation, the gallery was able to offer works from \u00a350 \u2013 \u00a32,500 from a stable of over 150 artists. The response Will received to his Art Warehouse inspired him to take his approach to the next level, and 3 years later the Affordable Art Fair was born. Embracing other friendly galleries selling affordable art, the first fair launched in Battersea Park in October 1999. 10,000 visitors took advantage of the ease of buying, breadth of choice, affordable prices and user-friendly approach.<\/p>\n

\"\"<\/a>Elisabeth Lecout, Bave-de-Crapaud-et-Baguette-Magique, of folding maps, 33 x 23 x 1.18 inches. Envie DArt Galleries,<\/span> Paris, France, London, UK.<\/span><\/span><\/p>\n

A.M.: What are you hoping to achieve through this fair?<\/span><\/p>\n

N.M.: The fair is going to be fun, educational and entertaining. Our goal is that Torontonians come to the fair to look at, and buy art in a funny, friendly and unstuffy environment. We also want everyone that comes to the fair to know just a little more about contemporary art on the way out than they did on the way in. In our fair guide you will find an Art Buying Guide with some simple tips to assist the first time buyer through the art buying process. We also are hosting several educational talks and printmaking demonstrations.<\/p>\n

\"\"<\/a>Cara Barer,\u00a0\u00a0Angel Food<\/em>. Archival pigment print. 36 x 36 inches. Bau-Xi Gallery, Toronto<\/p>\n

A.M.: There are many art fairs in Toronto. What are the challenges of starting a new one?<\/span><\/p>\n

N.M.: The main challenge of starting a new fair in Toronto is to build the confidence of our very loyal exhibitors, we owe it to them to put on the greatest fair we can. We have a great track record around the world and we are confident that the people of Toronto will fall in love with Love Art since this is the 99th fair organized by Ramsay Fairs!<\/p>\n

A.M.: Would you say this is a good place for emerging artists to start?<\/span><\/p>\n

NM: Love Art is a gallery based art fair. If an emerging artist is represented by a gallery then this is a great place to show their work. They will be introduced to both new collectors and seasoned collectors: a great way to kick off a career as an artist!<\/p>\n

\"\"<\/a>Meghan Hildebrand, Cumberbund Longline Sunset Turncoat<\/em>, 2013. Acrylic. 30 x 36 inches. Mayberry Fine Art<\/p>\n

A.M.: What kind of audience are you expecting? How do you reach out to them?<\/span><\/p>\n

NM: We are expecting art lovers, seasoned collectors and people that are interested in art but not sure how to buy their first piece. Generally at our fairs around the world 30% of the visitors are first time art buyers.<\/p>\n

We have been spreading the word through art publications, lifestyle publications, local newspapers and magazines, and great local blogs!<\/p>\n

A.M.: How do you create a buyer-friendly environment?<\/span><\/p>\n

N.M.: Love Art is a fun and relaxed environment to learn about art, see demonstrations and fall in love with a piece of art. We have a full service caf\u00e9 and bar so visitors can come and relax and enjoy a day full of art and activities.<\/p>\n

\"\"<\/a>Gabriel Moreno, Iris<\/em>, 2013, etching\u00a0\u00a020.5 x 39 inches. StandaRTE, Madrid, Spain.<\/span><\/p>\n

A.M.: What advice would you give to a first-time buyer?<\/span><\/p>\n

N.M.: My advice to a first time buyer is to see as much art as possible. Go to art fairs, visit galleries and museums and start developing your taste. You will start to recognize a pattern of what you are interested in. It is important to find out what you love so when it is time to buy a piece you are happy living with this art for many years to come.<\/p>\n

Mark the date and make sure to go check out this new and exciting opportunity to learn more about contemporary art! Visit\u00a0http:\/\/www.loveartfair.com\/toronto\/<\/a> for more information and sign up for their newsletter to be kept in the loop of all the fun things going on with Love Art!<\/p>\n","protected":false},"excerpt":{"rendered":"

by Aurore Mathys<\/strong><\/p>\n

During those five days, anyone will have the opportunity not only to become the proud owner of an art work, but also to discover and learn more about contemporary artistic trends.<\/p>\n

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