Hotel rooms are not only for tourism, love, business, but also for art. Art Rooms, the first art fair of its kind, will open the 70 rooms at Hotel Melia White House from 21 to 23 January.
The idea is simple, yet original: giving space to young artist eager to promote their work using the rooms of a hotel. People can wonder from room to room, chat with the artist, buy a painting or a photo in a cozy and relaxing environment, far from the noise and the crowd of a normal art fair.
Independent artists looking to enter the London art market will have one room each for free and will be able to show their work to collectors, critics, dealers and general public.
‘Galleries come and scout for artists’, explains Cristina Cellini Antonini, founder and art director of Art Rooms. ‘They can use the fair to test artists in the market and potentially nurture future collaborations’.
The Selection Committee for this third edition counts on experts such as former S2 Sotheby’s Gallery Fru Tholstrup and art critic Michael Barnett.