 rt forum berlin has for many years been an important platform for showcasing contemporary art from across the world, within the dynamic and innovative context of the city of Berlin, Germany. Now in its fourteenth year, the show will be promoting 130 galleries and their artists at the site of the Palais Funkturm in Charlottenburg. Newly for this year it will also present work from since 1960. A further expansion will be the Plein Air section of the fair where visitors will be able to view sculpture and installations outside in the summer garden.
New co-directors Eva-Maria Hausler and Peter Vetsch bring with them extensive knowledge and experience with international art fairs. Both held managing positions with Art Basel and can contribute deep insight into the art market as well as many important contacts worldwide. Building on the increasing strength of the event will be a close relationship with the city’s cultural institutions and publications as well as a collaboration with the ABC initiative (art berlin contemporary), where varied art projects specifically created for the public space will be shown by Berlin galleries. With these foundations art forum berlin is set to be an exciting start to the autumn art fair season.
Art Interview: Can you tell me where each of you are from and when you were born?
Eva-Maria Häusler: I was born in 1965 in Switzerland. I studied French and Spanish literature at the university. Afterward, in 1997, I began working for Messe Schweiz. I started on a IT and then on a construction fair, but I wanted to do something cultural. So when the position of Show Manager for Art Basel became available I applied and was accepted. I worked as the show manager until 2007.
Art Interview: Peter I understand you studied art history?
Peter Vetsch: Yes. I started as a banker, but to be honest I was bored with my job so I went back to the university and studied art history. Then I was editor in chief of a Swiss contemporary art magazine for over 10 years. Afterwards I joined Art Basel as the Communications Manager. I worked for the fairs Art Basel and Art Basel Miami Beach for 8 years.
Art Interview: What motivated both of you to move to Berlin?
Eva-Maria Häusler: Berlin is one of the capitals for contemporary art in the world.
Peter Vetsch: I had to organise 15 shows in 8 years, for Art Basel and Art Basel Miami Beach. I had been to Miami over 30 times and I felt like a change. It was a good moment for a turning point.
Art Interview: Your past experience is considerable. How do you believe that will help art forum berlin to become more successful?
Eva-Maria Häusler: We have long-term relations with exhibitors and they trust in what we do. Because of this they are willing to support us. Of course we can’t make an art show by ourselves but some things we can influence. The best starting point is to have galleries who trust in us. With them, the collectors, the Selection Committee, and the city, we can really do something that is of value.
Art Interview: You’re taking over as directors from Sabrina van der Ley. How do you feel art forum berlin will differ from what has been done in the past 8 years?
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Kensuke Koike
Selfportrait as Raijin (God of Thunder)
2009
200 x 200 cm
photo collage
Courtesy Perugi Artecontemporanea, Padova
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Eva-Maria Häusler: art forum berlin has always been a good fair, so we have inherited a good basis. Naturally, when we took over we considered what we wanted to change conceptually. We’ve kept many things, but we’ve changed the focus to art starting from 1960 rather than only the past 20 years. This gives a more interesting milieu for the public and collectors.
Peter Vetsch: One big difference is we don’t see ourselves as artistic directors. We are co- directors, who are giving the galleries a platform. The galleries are the creative partners who decide what they want to do.
Art Interview: Why did you settle upon including art from 1960 onwards? What difference does modern art make to the show?
Peter Vetsch: It makes quite a difference. The artists of the 1960s are like the fathers of today’s artists. When people come to Berlin they can see what these fathers did and understand why art today is the way it is. All the previous movements are key to the art being produced today.
Art Interview: Who do you consider the target market for art forum berlin?
Eva-Maria Häusler: There are different ‘publics’. On the opening day there will be a special VIP program for the collectors. We want to bring German, European and International collectors to the show. We also have an educational responsibility. Students should be able to come to the show. We are very happy when people come to see and learn.
Peter Vetsch: art forum berlin is a networking platform for curators, artists, collectors and journalists to talk to the dealers and make discoveries.
Eva-Maria Häusler: We have created a platform called berlin talks to assist with the educational and networking aspects of the fair.
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Michael Sailstorfer
1:43 - 48, Berlin
2009
Format variable
Iron, aluminum, electronic units, popcorn
Courtesy Galerie Johann König, Berlin
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Art Interview: How did the berlin talks develop?
Peter Vetsch: berlin talks is composed of 8 talks in total. 4 of these talks will have thematic topics like collecting in Berlin, the Hungarian art scene and public spaces, for example. The other 4 talks will be with artists. No other European city has as many artists living in it as Berlin.
We also have a new section at art forum berlin called plein air, which is for sculptures and installations outside. We will be showing 10 projects at the Sommergarten am Palais am Funkturm..
Art Interview: How did the concept of an outside space develop?
Peter Vetsch: When we saw the garden last autumn we thought it was such a pity that it wasn’t being used. We decided to use this space since the show is in September and no longer the end of October. Hopefully the weather will cooperate and people can enjoy going outside to see the sculptures.
Art Interview: Is there significance to the shift from October to September?
Eva-Maria Häusler: It was an exceptional situation last autumn, for internal reasons. We had to either move the dates or the place. So it was clear art forum berlin would have to move back.
Peter Vetsch: There is a big advantage to being the first art fair in autumn.
Art Interview: I understand that you are estimating between 38,000 and 40,000 visitors this year. How have you been reaching out to the general public?
Peter Vetsch: The general public has received advertisements, flyers and press releases that have directed them to our website www.art-forum-berlin.com.
Eva-Maria Häusler: It is important to remember that the success of any art fair is shown through the collectors and the contacts that the galleries have been able to make. The numbers in the end are not as important.
Art Interview: What steps have you taken to attract collectors?
This oral history transcript is the result of a digitally recorded interview with Peter Vetsch and Eva-Maria Häusler on August 4, 2009. The interview took place at Messe Berlin in Berlin, Germany and was conducted by Brendan Davis for Art Interview Online Magazine. Lydia Ward wrote the introductory text.
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