We all know the art world can be a cold, hard place. It can
be difficult to see beyond the hype and high prices touted in the media,
especially when considering the money machine and feeding frenzy every “big”
art fair week, as in New York and Miami, has become. But one man hopes to turn
this ponderous tide by thinking – small!
When Eric Ginsburg founded Fridge Art Fair (yes, the name is
a play on Frieze) in 2013, in tiny Gallery OneTwentyEight on the Lower East
Side, he sent out a challenging call for exhibitors -- “Can you fit into the Fridge?” They did… and answered the
call again when Fridge’s winter fair, dubbed “The Miami Popsicle Project,” made
its December debut in Brickell.
While most fairs are founded by dealers, Eric is a young
artist whose work is beginning to get recognition at the highest levels of the
art world. So why an art fair?
“Karma.” The seed of Fridge came from an earlier exhibition
project that did not go as well as he had wished, he explains, adding, “And of
course for the fun.”
Fridge, like everything Eric, is a highly personal creation
infused with his energy and personality.
With the Fair returning to New York May 8-11 -- this time sponsored by Plaxall in Long Island City after being displaced by the March 31st closure of Angel Orensanz Center -- he has named this edition “The Ice Cream Sundae
Project,” because “”the art world can be so stiff!”
“People should not be afraid to go and see art, and it should
not cost a fortune. Let’s have fun, life is short!”
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| Eric at his opening at Dorfman Projects, photo by Lois Stavsky |
What does Ginsburg’s perfect art fair look like?
“A cross between Disney World and a Dr. Seuss book, the
happiest place on Earth! I want people to be happy, we want everyone from all
walks of life to come to this fair and say, ‘that was really cool!’”
The fair is small but growing, thanks to the loyalty of
returning exhibitors, the enthusiasm of dealers and artists new to the fair,
and the determination both of the Fridge team to make
it the best little fair in New York while retaining its unique character, which
is perhaps best described by Eric’s response to an exhibiting artist from the
inaugural fair who finally found a way to participate, after previously telling
Eric it would not be possible.
His reply:
“Welcome home”
Fridge opens with a gala benefit for City Critters Inc May 8 from 6-9, followed by regular fair hours and special events May 9-11 from 12 - 8 pm. More information and tickets at http://fridgeartfair.com
