Ahead of our eagerly awaited Affordable Art Fair Stockholm (14 – 17 October), we caught up with two exciting Swedish exhibitors.
Ahead of our eagerly awaited Affordable Art Fair Stockholm (14 – 17 October, Nacka Strandsmässan) we caught up with two exciting Swedish exhibitors – first time exhibitors Fröjel & Art and long-time favourites Konst och folk – to find out more about their work and what you can expect from them at the fair.
Gallerist name: Göran Björnberg
Address: Adelsgatan 29, Visby, Sweden
@frojelretro
www.frojelretro.se
We can’t wait to meet the many art collectors at this year’s fair. At Fröjel Retro & Design, we’re excited because this is the first time we’ll be exhibiting at an art fair. Previously, we’ve participated in antiques and design fairs – but never art, so it will be very exciting for us! It will be fun to exhibit where there is a wonderful mix of galleries showing contemporary and international artworks.
Fröjel Retro & Design originally comes from a municipality in Gotland called Fröjel. We moved to a larger premises in Visby because the collector demand for our artists’ work was so high. Visby has a lot of tourists who visit during the summer months, so it can easily feel a bit empty when everyone returns home in the fall. We try to come up with other activities to reach new customers, which is when we realised that a fair such as Affordable Art Fair Stockholm would be fun to try! We also felt it was natural to establish our brand with the people of Stockholm so that when they later return to Visby, they already know us and we can continue the relationship.
Cultural life has not been the same in Visby since COVID. It’s gone from vibrant to silent. We tried to adapt of course, with adjusted opening hours and opening events, but it’s only now that we finally feel it’s on its way back to where it once was. There have been no fairs in almost a year and a half so we’re really looking forward to meeting people again!
Gallerist name: Ann Widerström
Adress: Hornsgatan 38, Stockholm, Sweden
@Konstochfolk
www.konstochfolk.se
This year, we hope to connect with even more art lovers, to establish a relationship with new customers and gallery owners, and of course to be able to sell our wonderful art. The fair will have huge value this year due to the current situation with covid – it will be great to get out and meet people again.
What we appreciate most about Affordable Art Fair Stockholm is that it’s managed to create an unpretentious environment where customers dare to shop. It’s always fun and there’s usually a young audience and many visitors get to buy art for the very first time!
We at Konstochfolk understand that the pandemic is still ongoing, and we’ve noticed this in our premises in the south where there have been fewer visitors. This has made us work in alternative ways, and we have among other things, developed an online shop. In addition, we learned to film exhibitions and work with digital art exhibitions, which has been very fun and educational.
Thanks to both Fröjel & Art and Konst och folk, we’ll be sure to keep an eye out for them at the upcoming fair! Don’t forget to buy your timed tickets to Affordable Art Fair Stockholm, 14 – 17 October, Nacka Strandsmässan.
Main image: Lars Östling, Möte, gicléetryck, Fröjel Art & Retro