The fair features 68 galleries from 15 countries, says Blythe Bolton, director of the Affordable Art Fair (AAF), which is in its nineteenth edition. “We want to lower the threshold of the art world, and I think we are succeeding very well. Art is not snobbish, but really for everyone.”
The fair attracts an estimated 15 to 16,000 visitors. © Amaury Miller
“We will then take the people who buy a piece from us this weekend to the more prestigious PAN Amsterdam,” says Pien Rademakers of Galerie Rademakers. “Some customers then bring their parents with them, which is very nice to see.”
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For this fair she selects young, emerging artists, and special smaller and more affordable works are created. “The prejudice is always that art is expensive, but here you can get a small work for 75 euros. We have a special online shop for up to a thousand euros.”
Plate with bare buttocks
The ‘Delft blue’ plates by artist Chris Rijk, who currently have an exhibition in the Frans Hals Museum, attract the most attention. Traditional from a distance, from closer you can see Red Bull cans, canned buttocks or ‘cunt bitch’. The wall attracts a lot of attention and hilarity. “Art at entry level,” says Rademakers.
Pien Rademakers (right) and collaborator Nastia for the art of Chris Rijk. © Amaury Miller
“The works of Hilde Trip across the street are a step further: she developed a way to preserve dandelions that you can blow out. She also made a small one especially for this fair, with gold leaf. It costs 550 euros.”
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Woes van Haaften, owner of the Post Modern Collection, a modern gallery in Amstelveen that mainly advertises online and where interested parties can only go by appointment, also focuses on affordable art.
‘Extremely normal chair, in miniature’
On his wall mainly smaller works, such as porcelain eggs for 139 euros (or 159 with double yolk) by Diego Faivre, and mini doors and chairs by Maurice van Telingen. “It is an extremely normal chair, dirty and worn out. But that is precisely why you can see your grandfather sitting on it.”
Woes van Haaften in front of his wall with small works of art. © Amaury Miller
Director Bolton sees a new appreciation for textile art, which is more often made by women. And of course the theme is recurring in many galleries: nature and connection. “There are a lot of animals,” laughs Bolton. There is also more and more art by female artists.
Adopted child
Gallery owner Jamilia Yashar of the Ophrys Gallery focuses specifically on artists from Georgia, Armenia and Azerbaijan. “That is really a neglected child in the Netherlands.” Striking in her corner are the large round works by Elnara Nasirli from Azerbaijan, which cost 2,500 euros. She creates a fairytale world from found, recycled material. “The theme is that life always finds its way,” says Yashar.
Jamilia Yashar among works by Elnara Nasirli from Azerbaijan. © Amaury Miller
Artist Olav van Lede, whose work hangs at the Chez Freddy gallery, uses old newspapers or advertisements for his art. That’s how he painted le petit prince on articles about the moon landing from 1969, and a lobster on old recipes from the Amsterdam economics school, with old prices.
Chic food used to be for poor people
The result is a unique image of the times. “It’s funny that ingredients that we now see as very chic, such as lobster and artichoke, used to be poor people’s food,” Van Lede explains. He also made an old-fashioned telephone, on scraps of the Yellow Pages, and a cassette tape on sheets of the top 40. “Sitting next to the radio with a book like that on your lap is something the younger generation is no longer familiar with,” he laughs.
Olav van Lede with his works, all of which capture a unique image of the times. © Amaury Miller
The fair tries to be as accessible as possible, also for families with children or young people who also want to have a glass of wine. And yet are tempted to make perhaps their first art purchase.
‘Be curious, not critical’
The fair shares special tips for couples who want to purchase a work together. “First take a walk separately to see what you like,” is a tip on a poster. And does your partner choose something that you wouldn’t want to hang over the couch for anything? “Be curious, not critical.”
Koz Dos is working live on a large painting in Amsterdam. © Amaury Miller
Like every year, there are also lectures and you can ask for advice. Artist Koz Dos from Venezuela creates a painting live near the entrance. He has made several large murals in Europe and America, but works with just as much pleasure on smaller canvases. “I just love to paint, indoors or outdoors, it doesn’t matter.”
When the fair ends on Sunday, his hyper-realistic work will be finished and for sale, he hopes. For a maximum of 10,000 euros, of course. Tickets cost around 17 euros on Thursday and Friday, and 20 on Saturday and Sunday.