This design for Art Toronto, the annual international art fair, incorporates approximately 100 galleries, publications, special projects, installations, lounges, dining, and stage areas.
It challenged us to create a social milieu in which to enjoy art within the depths of the Metro Toronto Convention Center. The redesign created focal points to foster interactions between visitors and galleries, as well as integrate more intimate and enclosed environments.
Approaching the fair as a city - a pop-up art city - allowed us to choreograph intuitive pathways for visitors to traverse its width. Drawing on models such as the avenues of Washington DC or the parks of Savannah, GA - the design integrated the fairs gallery booth blocks with its social spaces.
Too many international art fairs are monotonous places that herd their visitors down relentless aisles. For us, it was critical that the project offer its visitors a variety of spatial experiences so that different kinds of art could be enjoyed in differentiated settings. To that end, the fair is organized into neighborhoods, where booths are arranged in different ways to highlight different curatorial initiatives.
Two long deep lounges bring visitors into the fair, and form places where people can rest, socialize and enjoy a coffee. They incorporate special art commissions and vegetation to create two special urban places at the heart of Art Toronto. While artwork remained the primary focus, the addition of new types of spaces added visual interest and dynamism, and encouraged patrons to linger, explore, and converse.
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