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The fair is to be rebranded as the London International Fine Art Fair at Olympia (LIFAF) as part of the joint venture between Clarion and the Lesters’ company, IFAE.

The plans for LIFAF include a global marketing campaign to reach collector groups in the UK, Russia, India, the Middle East, North Africa, South America and Asia.

Dealers will also be served by a new Dealers’ Communication Programme which includes assistance with sales before and after the fair.

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