Wednesday - 23 July 2014

Cross-promotion deal for Fine Art Asia and Masterpiece

24 April 2013Written by Anna Brady

‘Masterpiece London’ has announced a link with Hong Kong’s ‘Fine Art Asia’ this year, with the incorporation of a Hong Kong Pavilion at the fourth edition of the London fair from June 26-July 3.

The pavilion will feature a mix of antique Asian works of art and Chinese contemporary art from Fine Art Asia exhibitors, all vetted by the Masterpiece vetting committee and, in turn, a European Pavilion will be created at the tenth Fine Art Asia fair from October 4-7 with European items selected from Masterpiece dealers.

However, there are currently no plans for the link-up between the two events to extend beyond this.

Cultural Connections

Calvin Hui, co-chairman and director of Fine Art Asia, said the European Pavilion at the Asian fair strengthened their resolve "to introduce a wide variety of Western museum-quality fine art for Asian collectors, so as to take fine art collecting in Asia to the next level".

Nazy Vassegh, chief executive of Masterpiece London, said the partnership highlighted the longstanding East/West cultural relationship, with Hong Kong and London as the principal market drivers.

The past weeks have seen a run of announcements of new ventures in Asia by European fair organisers and auctioneers, notably the link-up between The European Fine Art Fair (TEFAF) and Sotheby's to launch TEFAF Beijing, a new high-end fair on Mainland China in 2014.

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