TURIN. For 5 years Ilaria Bonacossa has been the director of Artissima, the contemporary art fair, at the Oval from 5 to 7 November, with 154 galleries that will follow the concept of “Controtempo”.
For Artissima at the time of Covid, how will you manage the flows?
“We have a Covid manager, and there will be more restrictions than at the Book Fair: the capacity will be 80%, and the public will be able to enter two 4-hour time slots. We are waiting for 5 thousand collectors, and in order not to create crowds, the guests will enter the fair an hour earlier. I am confident, because collectors want to come, and some of them tell me: we miss Turin ».
What is the impact of Artissima on the territory?
«A study done with the Chamber of Commerce tells us that every euro spent brings 3 euro to the territory. The practical demonstration comes from the taxi drivers, who tell us that for them it is the best time of the year. If, for example, only authors and a few others travel by taxi for the Book Fair, at Artissima everyone does it, that is, at least 10,000 in a week ».
Hotels and restaurants also benefit …
“Absolutely yes. Many people call me these days to ask me: “where am I going to have dinner? everything is already booked “. Or they seek advice on where to go to sleep, and in this case the prices are high. It is a bit like the effect of the Salone del Mobile in Milan. Too bad we only have one 5-star hotel in the city, the Principi di Piemonte, with whom we collaborate with the installation by Augustas Serapinas “6 Chairs” ».
The mayor has taken office: what are the priorities for culture and how do you see Turin?
“It doesn’t seem to me that culture has mattered much to the city in the last five years, and we must admit that without the banking foundations Turin would be under the ford. But it is a city that has some good cards to play: here the human dimension has remained, and there is great attention to social issues. Covid in Turin has also given a chance because the model of “it’s worth the money”, which for example characterizes Milan, has been wrapped up. For culture, I would say no to heavy investments, yes to those on the contemporary in which we have invested for twenty years and for which we have built a position. Then the theme of the Lingotto must be addressed: we pay € 300,000 rent to Gl Events and it is the only exhibition center in Italy to be private ».
Are there any major exhibitions missing?
«Great exhibitions cost money, but Turin would have the strength to produce them and take them around the world. We have unique collections, from Gam to Palazzo Madama. For those going on during Contemporary Art Week, we provide shuttles and Jaguars for our guests to connect Artissima to the museums. We do not send collectors to other fairs for reasons of competition, but we direct the traffic by doing a bit of the work of the councilor for culture ».
How are your bills?
«I’m fine, we don’t receive extraordinary contributions to organize the event, and over 70% of our budget corresponds to the turnover, that is to the space that the gallery owners buy at the fair. Prices vary according to the exhibition sections, and it works like this: the committee chooses who is inside, and together we build the puzzle ».
Did you also say no?
“About eighty. Our choices are qualitative, we try to bring in different quality searches without a dominant taste, and if there are rumors of galleries that have sold fakes or have not paid the artists for us, the gallery is not serious. We also call reality “on the brink of buoyancy” to give them a chance. Then on Sunday morning we go around with the committee behind closed doors to evaluate the stands. We do it every year, especially with new or unfamiliar realities, to check the quality and regulate ourselves for the following years ».
Did you participate in the call for the next Artissima?
“I won’t tell you, but I certainly won’t work for other art fairs: I’d feel like a traitor.” –
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