Heather Hubbs portrait by Sophie Elgort. All images courtesy of NADA.
The NADA Art Fair (from the New Art Dealer’s Alliance) opens to the public tomorrow at 2PM. It is now in its third year at the Deavuille Beach Resort on 6701 Collins Ave. This year, for the first time, NADA has partnered with Paddle8 for collectors to preview, virtually explore, and acquire works from the fair. We spoke with the fairs director, Heather Hubbs, about the 2011 edition of NADA.
WHITEWALL: Looking back at the last two fairs there, what affect has the move to the Deauville had on NADA?
HEATHER HUBBS: NADA enjoys higher attendance every year and our location at the Deauville just serves to make the fair more of a destination – giving an elevated experience for visitors and exhibitors alike. Visitors are always saying that the beachside atmosphere provides a more relaxed and enjoyable experience. Not only do we have a higher attendance, but people seem to be spending more time at NADA.
WW: This year NADA expanded to the Deauville's third ballroom, Le Jardin. How many more galleries have joined the fair this year?
HH: We have 12 additional galleries this year. The point of expanding to Le Jardin was not to fill a whole additional ballroom with new exhibitors but to give exhibitors a different range of booth sizes to chose from. We’ve increased our square footage from 35,000 to 45,000 and that expanded space has allowed for some pretty creative thinking. The Hole from New York, for example, has selected to do two booths that are mirror images of each other, staffed by identical twins.
WW: There are some new international galleries this year like Take Ninagawa Gallery (Tokya), Brand New Gallery (Milan), and Josh Lilley Gallery (London). Is it important for the fair to gain more international galleries?
HH: It is absolutely important for the fair to remain as international as possible. We are always happy to have as many countries as possible represented at the fair. It creates a more accurate survey of what's happening around the world.
WW: How did the partnership with Paddle 8 come about?
HH: Some of our gallery partners had recommended Paddle8 to us and when we were introduced to the founders we found their platform inspiring.
WW: Do you think working with online sales changes the dynamic of the fair?
HH: I think it's another sales tool that galleries and collectors can take advantage of if they choose to. Paddle8 allows collectors to acquire works seamlessly with shipping, insurance, and installation at the fair or from their hotel rooms at the end of the day.
WW: Jiae Hwang is this year's winner of the SwingArt Award, which commissions an artist to design a graphic for limited edition collectible Grolsch bottles. For the award, are you usually working with artists whose work easily translates into something graphic or do artists see this as a challenge to bring their vision to bottle design?
HH: It's more of a challenge to bring and artist's vision to a bottle design. It's actually a contest open to any artist to make a submission and is juried by a small committee of NADA members. We all look forward to the creative energy that comes with those submissions!
Javier M. Rodríguez, Going round and round in a line, variable, mixed media (measuring tape), courtesy of Curro & Poncho.
Michelle Lopez, Blue Angel, 2011, 120 x 24 x 12 in. / 304.8 x 61 x 30.5 cm, aluminum and automotive paint, Simon Preston, New York, courtesy the Artist and Simon Preston, New York.
Natasza Niedziolka, Still Life. Embroidery., 2011, embroidery on fabric, 31x26" / 78.7x66cm, NN010, courtesy of Horton Gallery, New York & Berlin.
Sara VanDerBeek, Dancer Study I (Merce Cunningham), 2010, C-print, 60 x 44 in. (152.4 x 111.76 cm), edition 1 of 3, courtesy of Altman Siegel Gallery.
