1:54 Contemporary African Art Fair
We helped the new 1:54 Contemporary African Art Fair realise its ambition of becoming a destination fair and a platform for galleries, recognised by emerging artists, curators, art centres and museums. We worked with Christie’s and the British Museum to profile the rise of contemporary African art, and engaged the media through the often dramatic human stories behind the art. We positioned 1:54 as the gateway to contemporary African art, and its founder as a new authority on the subject. Coverage ranged from the FT and Forbes to Vogue, Dazed, Time Out and six broadcast channels. Despite launching during Frieze - the most competitive month in the UK contemporary art calendar - more than 5,000 people visited the fair in its first year. Our campaign for the fair’s second edition increased visitors by 140% to 12,000, helping achieve sales of over 50% of works in each gallery. Now recognised as the leading art fair of its kind in the Northern hemisphere, it is planning it's second fair in New York in 2016 and the fourth London edition.
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"Kallaway's campaign was central to realising the potential of the fair, helping us generate new and repeat business. Our success would not have been possible without Kallaway’s passion.”
Touria El Glaoui
Founding Director, 1:54
