Curating Connections: How to Successfully Navigate Art Fairs with Alicia Puig

Ekaterina Popova and Alicia Puig at Superfine Art Fair San Francisco March 2025

Fresh from the excitement of the Superfine Art Fair, we had the pleasure of catching up with Alicia Puig, curator and founder of PXP Contemporary. Alicia joined our founder Ekaterina Popova on the Art & Cocktails Podcast to dive deep into her experiences, insights, and essential strategies for thriving in the dynamic world of art fairs.

As both an experienced curator and passionate advocate for emerging artists, Alicia understands the nuances of making art fairs beneficial for artists, galleries, and collectors alike.

Highlighting Every Artist’s Success

For Alicia, one of the greatest triumphs at the Superfine Art Fair was selling artwork from every participating artist—an achievement that aligns perfectly with her goal of providing meaningful opportunities for emerging talent.

“It’s always my goal to sell at least one piece from every artist to ensure everyone feels seen and supported,” Alicia shares.

Storytelling as Salesmanship

In an increasingly digital age, personal storytelling remains a powerful way to connect with collectors. Alicia emphasizes the importance of storytelling as a genuine sales tool:

“Storytelling is salesmanship—it’s just a different approach, and for artists, it often feels more natural and authentic,” Alicia explains.

She advises artists to continuously update their gallery with rich materials—bios, statements, videos, images, and even short blurbs about specific collections. The more context a gallery has, the stronger the narrative it can craft around your work.

Practical Strategies for Art Fair Success

Alicia shared invaluable advice for artists looking to present their work at art fairs, especially for those exhibiting for the first time:

• Prepare Thoroughly: Ensure you have ample artwork ready, at various price points, to appeal to a range of collectors.

• Refresh Your Display: Alicia recommends regularly rearranging your booth throughout the fair. This keeps your presentation engaging and encourages visitors to return for another look.

• Comfort is Key: Dress comfortably yet professionally—long hours at a fair require practical attire.

• Collect Content: Take plenty of photos and videos at the event. These materials will be invaluable for your future marketing efforts across emails, social media, and your artist newsletters.

Avoiding Common Pitfalls

One of the common mistakes Alicia sees first-time exhibitors make is underestimating their preparation. From not bringing enough artwork to forgetting business cards, these seemingly small oversights can significantly impact your success. Her advice is clear: plan thoroughly, anticipate costs, and don't overstretch financially, especially if you're just starting out.

“An art fair should be an investment you're comfortable making without the pressure to recoup immediately,” she advises.

Redefining What it Means to Be an Artist Today

Alicia emphasizes that the art world is shifting away from outdated stigmas—such as the notion that artists need gallery representation to participate in fairs. She encourages artists to confidently represent themselves, emphasizing that self-curated booths and artist-led initiatives are powerful, credible ways to build visibility and meaningful relationships.

“My vision for PXP Contemporary is to eventually sponsor artists so they can attend fairs independently. Artists taking initiative in their careers is beneficial for everyone involved,” Alicia shares.

Long-term Relationships and Genuine Connections

Finally, Alicia emphasizes that successful art careers and gallery relationships aren't built overnight. They rely on genuine connections, authentic storytelling, and a willingness to engage deeply with both fellow artists and collectors.

So, whether you're an artist preparing for your first fair or a seasoned curator looking to refine your approach, remember Alicia's advice: be authentic, tell meaningful stories, and focus on building lasting connections.

Connect with Alicia and PXP Contemporary:

• Website: pxpcontemporary.com

• Artsy: PXP Contemporary

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