Italy’s Top Art Fair Director Reimagined the Event, as Second Lockdown Hits the Country

Artissima’s Turin Fair had to be replanned more than five times since the first pandemic wave. Ilaria Bonacossa, the director, its on its way of adapting to the second wave.

The Foundation of Turin Museums is the program that funds the art events around the city, including the Fair in which Ilaria worked very hard on. Originally, Bonacossa planned to host an exhibition that would open across three museums around the city: Galleria Civica d’Arte Moderna e Contemporanea, Palazzo Madama and Museo d’Arte Orientale. As the situation in Europe has gotten worse in a quick pace and restrictions had to be implemented, Italian Prime Minister, Giuseppe Conte, ordered to close down museums and exhibitions for the second time, until December 3rd.

But this time, Ilaria was prepared for this outcome, she delayed the opening date for it to be in December and in the mean time, she adapted to the virtual world by creating an online platform. “Artissima XYZ” is the fair’s digital website and it is divided in three curated sections including videos, podcast of the dealers and artists itself. More than just a fair section, Ilaria describes it as an “interactive contemporary art magazine”.

All works can be viewed online beforehand, with 100 galleries participating and 20 works of art per each, including renowned Italian galleries such as Primo Marella and Continua that will also be part of the event.

Despite of the art industry going online, it still is a serious situation for artists, since many are not employed full time. “People are really upset that the cultural world is not being supported”, Bonacossa says. That is the reason why she is still holding on to the original in-person plan since it is necessary for a museum’s survival, Artissima is known for its success on attracting large crowds, specially younger generations, both locals and expats. “Cultural institutions are especially well prepared to deal with public health requirements”, adds Bonacossa, meaning it would be advantageous to open the museums to the public.

“If you’re planning an art fair in 2020, you have to be nimble.”

Alex Heymert Siles