#193 Look forward to one of my favourite events in this city – the Joburg Art Fair. Now in its third year the Fair has done for Joburg what the Design Indaba has done for Cape Town – made the city the capital of edgy contemporary hip-ness for a few glorious days. Last week I got a chance to talk to its founder, Ross Douglas of ArtLogic at his office/home — a real urban fashion statement in Milpark overlooking the huge circular tower of Egoli Gas.
Douglas previously co-produced William Kentridge’s 9 Drawings for Projection, and worked in film and TV. He came to setting up the Art Fair “through a strange series of steps” and was determined to see if he could wrest some sponsorship for an art event in a country where the big corporate money had long been earmarked for sport. The Fair was conceived of as a place where corporate South Africa and the contemporary art world should meet.
When he first started selling the idea one famous gallery owner remarked “I don’t know if anyone will come to that“.
An introduction to Paul Harris, First Rand CEO – FNB has been the Fair’s major sponsor since its inception – was the catalyst.
The challenges of holding an Art Fair in South Africa are not small. “How do you position an Art Fair in Africa?” says Douglas. For one thing there is no neighbouring art industry. Unlike in Europe, the US or South America the continent does not have a gallery system and most people’s perception of African art is that it is “craft”. The Joburg Art Fair was determined to change that – to shift the focus away from the folksy cliches of tourist art and onto contemporary work – art that makes a statement about “the time we live in and the place we live in”.