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An invitational solo project fair for contemporary artThursday, March 7 – Sunday, March 10, 2013New Location:82MERCER – New York, NY 10013
PROSPECTUS 2013
INTRODUCTION
VOLTA NY is an invitational show of solo artists’ projects and is the American incarnation of the successful emerging art fair founded in Basel in 2005.
In March 2008, VOLTA NY was introduced stateside as a partner to the prestigious Armory Show. Both fairs work closely together, sharing VIP programs, panel discussions and shuttle buses.
VOLTA NY’s Armory Arts Week 2012 events included Open Forum, a series of talks co-hosted with The Armory Show, performances, open studio visits, art tours, artistic interventions, a specialized docent program, featuring participation from New York’s leading visual art institutions, art films and video art series.
VOLTA NY is a platform for challenging, often complementary, sometimes competing ideas about contemporary art. The strictly solo format is what gives the New York fair its unique character, often favorably compared by curators and collectors, to doing a series of studio visits.
“I would like to thank you for the fantastic fair. We definitely would like to come back next year!”Agnes Taller, Inda Gallery, Budapest (Third-time exhibitor)
LOCATION
VOLTA NY has become an indispensable event in Armory Arts Week. In addition to an impressive array of artists showing solo projects at VOLTA NY – a total of 80 galleries – the cutting-edge art fair also featured a wealth of content beyond the limits of the fair floor, with a total attendance of 18,000 visitors for the 2012 edition. After five years in Midtown, the number of visitors is expected to increase in 2013 thanks to our even more convenient location in the heart of SoHo at 82 Mercer Street, between Spring and Broome Street, supported by the reliable direct shuttles from The Armory Show.
82MERCER – NYC‘s PREMIER EVENT VENUE is 50,000 square feet of event space spread over two floors in the heart of SoHo. A former manufacturing facility, 82MERCER still retains some of its original 19th-century details, including cast-iron columns, 14-foot ceilings, hardwood floors, and brick archways. Loft-style windows provide plenty of natural light and views of Broadway and Mercer Street.
For both exhibitors and visitors alike, the SoHo-based location means more hotels, restaurants and stores – both high-end retail or downtown practical. The neighborhood, notable for being the location of artists‘ lofts and art galleries, the New Museum of Contemporary Art, and for the wide variety of stores and shops ranging from trendy boutiques to outlets of upscale national and international stores, makes attendance a pleasure for everyone.
The 82MERCER location offers a unique atmosphere easily accessible by taxi or subway. A total of five subway lines provide easy access to VOLTA NY: six blocks east from Spring Street Station (C/E Trains), three blocks west from Spring Street Station (6 Train), or two blocks south and one block west from Prince Street Station (N/R Trains).
PRESS FEEDBACK
With favorable mentions in a wide variety of dailies, web-based journals, and monthlies—NY Post, The New York Times, artinfo.com, The Art Newspaper, to name a few—and radio interviews given on local and national stations, VOLTA NY provides a venue to reach a broad audience.
“Art fairs: Heart ’em or hate ’em, you’ll probably like VOLTA. Convivially located a stone’s throw from the Empire State building on the eleventh floor at 7 West 34th Street, the invitational solo project show, now in its eighth edition, has earned a reputation as the most accessible and pleasant stop on New York’s Armory Week fair circuit.”ARTINFO.com
“The edgiest branch of Merchandise Mart Inc’s multi-national fair business, VOLTA offered the chance to find plenty of emerging talent and riskier proposals. VOLTA was also an excellent venue to discover artists still underrepresented in the United States.” Art in America
“One booth, one artist, one dealer, one city somewhere on the globe -- what could be simpler, what could be more all-encompassing? This brilliant equation makes art-fair cacophony fade into an easily grokked minimalist 1 + 1 + 1 + 1.”artnet Magazine
“VOLTA, is regarded as one of New York‘s best fairs and this year it certainly lives up to that reputation. Unlike other fairs, VOLTA invites galleries to showcase the work of a single artist, meaning that you given a chance to see what feels like several dozen solo shows and are able to gain a real insight into the work of those featured.”FAD Magazine
Visitors admiring Carl Emanuel Wolff‘s firecracker sculpture, presented by SCHUEBBE PROJECTS, Düsseldorf
PARTICIPATING GALLERY TESTIMONIALS
“This is our third time at VOLTA NY – and this has been one of the most successful fair we have ever participated in.”Cynthia Corbett, The Cynthia Corbett Gallery, London(Returning exhibitor)
“We were overwhelmed with the response at this year‘s VOLTA New York. There was a constant river of top collectors and curators filling the booth and a return to the enthusiasm and energy of pre-crisis days. Time and time again, people spoke of the refreshing atmosphere at VOLTA which has established itself as one of the most consistent and high-quality of the New York art fairs.”Hamish Morrison, Hamish Morrison Galerie, Berlin(Returning exhibitor)
“VOLTA NY was a great experience for us, such a succesful week. Beside a lot of new contacts we almost sold out our booth, with collectors from New York, Brazil and Berlin being impressed with our booth and our artist SBD.”Uros Legen, Galerija P74, Ljubljana(Returning exhibitor)
“We had a wonderful time at VOLTA NY. The crowd was engaged and we were so pleased with the outcome. Thanks for such a fulfilling experience.” Heather Bhandari, Mixed Greens, New York(First-time exhibitor)
“Had a great time in NY and the fair was successful so good all round!”Danielle Horn, Nettie Horn Gallery, London(First-time exhibitor)
“It was a great instalment, as always.”Camilo Alvarez, Samsøn, Boston, USA(Returning exhibitor)
Artworks by James Clar at Blythe Projects, L.A.
Mira Bernabeu, espaivisor – Visor Gallery, Valenciain front of photographies by Sanja Iveković
VIP PROGRAM
VOLTA NY‘s tightly-focused VIP program provides our exhibitors with unrivalled access to a significant and loyal database of collectors, critics, curators, consultants and art world insiders. Specialized VIP Previews (including privilege cards and access hours), eclectic docent programs, a dedicated communications plan and institutional partnerships combine to provide the VOLTA NY exhibitor access to a unique and highly-desirable coterie of people.
In addition, VOLTA NY exhibitors can enjoy full access to The Armory Show VIP Program that features Special Previews, tours of top collectors homes, and private receptions at New York City Museums, embassies and consulates and dozens of other exclusive events.
Over 13,000 VOLTA VIPs were included in the shared VIP Program with The Armory Show.
MARKETING, ADVERTISING AND PROMOTION
Carefully and accurately aligned marketing placement — involving international advertising campaigns, including major art and lifestyle publications and websites such as Artforum, Art in America, ArtReview, eflux, The Wall Street Journal, and The New York Times — ensures an extensive, worldwide reach. VOLTA NY banners lining the street outside of 82MERCER, coupled with our unique shuttle buses, create a strong presence for the fair in New York City.During the fair week, VOLTA NY and The Armory Show team up to produce the Show Guide, which represents both fairs and provides a condensed overview of each. It has a direct marketing reach to an audience of 100,000 people.
Always on the cutting edge of new ideas, VOLTA NY has re-envisaged the art fair catalogue. We have quite literally loosened the bindings and will produce only the gallery/artist pages, collectible at each booth for visitors to create their own personalized record of the fair.
VOLTA visitors with fair catalogue andThe Armory Show/VOLTA Show Guide
VOLTA NY catalogue
DOCENT PROGRAM
VIPs and museum groups are offered complimentary tours led by art curators, writers and other art professionals.
Participating groups in 2012 included: Brooklyn Museum, Dia Art Foundation, El Museo del Barrio, The Drawing Center, The Jewish Museum, MoMa Art Center, PS1, Sculpture Center, Studio Museum in Harlem, Whitney Museum of American Art.
OPEN FORUM DISCUSSIONS
In conjunction with The Armory Show, VOLTA NY presents Open Forum, a thought-provoking series of conversations and panels featuring top collectors, curators and museum directors. Complementing The Armory Show‘s Nordic Focus, the 2012 Open Forum discussions presented dialogues between New York and Scandinavian based artists, art historians, curators, critics, directors and dealers to draw on the distinctions and between these distinct cultural bodies.
The talks aimed to bring to light the socially engaged artistic, curatorial, writing and administrative practices that the two geographic regions share. The construction of value in the arts, its relationship to gender, as well as alternative models for exhibitions served as sites for questioning the structures of funding, modes of dissemination, venues for journalism and spaces assigned to curatorial practice in each instance to uncover the ways in which a deeper understanding of each situation may enlighten the other.
Visitors at VOLTA Open Forum Talks Lounge
“I enjoyed VOLTA NY a lot, it seems to be a great platform for artists.”Che Lovelace, artist represented by FAS, London
VOLTA PACKAGE
DATESThursday, March 7 – Sunday, March 10, 2013.
LOCATION82MERCEREntrance at 76 Mercer Street(between Spring and Broome Streets)New York, NY 10013
EXHIBITOR AMENITIES Participation in VOLTA NY includes 3 high-quality 9’ walls painted white, booth customization, standard and specialized lighting options with 1 spot per 25 sq. ft, drayage, onsite hand storage, exhibitor, artist(s) and installation passes and 1,000 collectible catalogue pages.
VOLTA NY 2013 offers the following booth categories:
Small 80-120 sq ft / 7.5-11 m2 = USD 5,200 - 7,750Medium 160 sq ft / 15 m2 = USD 9,750Large 200-240 sq. ft / 18.5-22 m2 = USD 12,000 - 14,250X-Large 300 sq. ft / 27.5 m2 = USD 17,750
A full production team is available throughout fair set-up and de-installation, providing our exhibitors with comprehensive and professional support.
Exhibitors have the added opportunity to propose large-scale installations and other work transcending the boundaries of individual booths in spaces ranging from lobbies and lounges to elevators and shuttle buses. VOLTA NY offers free shuttle bus services, optional wireless internet-service to exhibitors, plus customized discount on accommodation with our partner hotel as well as discounts on food and beverages in the fair café.
APPLICATIONVOLTA NY is an invitational show of solo artist‘s projects. A list of potential artists is compiled throughout the year. If you would like to make a submission for a solo project presentation, please contact us at [email protected]. Please note that any submission made after December 2012 will not be considered.
CONTACT DETAILS
VOLTA NY Office7 West 34th StreetSuite 1027New York, NY [email protected]
VOLTA Management OfficeAuf der Lindenhöhe 19D-60433 Frankfurt Germany
VOLTA STAFF
ARTISTIC DIRECTOR MANAGING DIRECTORAmanda Coulson Chris De [email protected] [email protected]
PROJECT DIRECTOR PROJECT MANAGERAlbertine Kopp Kerstin [email protected] [email protected]
PRESS MANAGERBrian [email protected]
PRODUCED BY MMPI
