Drawing now, sketching up a brand
Art Market | The challenge for a contemporary art fair is to take an event and turn it into a brand, to create continuity, build a network and wield influence within the fair ecosystem.
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Bâche Richelieu - B. Collet - 07.04.2015
© DR
The contemporary drawing fair Drawing Now adopts an innovative strategy for developing its brand, in contrast with other fairs that multiply events and online content. Drawing Now director Christine Phal announces the creation of a Drawing Hôtel, with a Drawing Lab on the ground floor opening onto a 300 m2 permanent exhibition space.
With this tactical choice, she uses the living space of a hotel as a setting for establishing the values and brand position of Drawing Now, presenting an annual program chosen by a committee of professionals, and also places Drawing Now in the same network as the Drawing Center and Room in […]
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