ArtPlacer Partners with Affordable Art Fair NYC this Fall
New York City art lovers attending the Affordable Art Fair this Fall will enjoy an innovative way to engage with the fair and its galleries this September thanks to ArtPlacer — the fair’s newest Art Marketing Partner.
ArtPlacer offers a range of features including room mockups, virtual exhibitions, and augmented reality previews, enhancing both digital and personal aspects of the art-buying journey. This month, attendees will enjoy exclusive curated Route Guides with ArtPlacer’s Virtual Exhibitions which Domingo Comms is excited to share images of below. These guides allow collectors to explore and interact with artworks from home before the fair’s Private View on September 25th.
I spoke with Erica Goldemberg, Head of Marketing at ArtPlacer, about how these virtual experiences are transforming art fairs and art buying. Erica’s expertise in growth marketing, art direction, and photography has been pivotal in shaping ArtPlacer’s innovative approach since its start in 2019 and I’m so glad we could catch up before the fair. Enjoy the interview!
Erica Goldemberg, ArtPlacer Marketing Director
Erica, it’s great to speak with you about Affordable Art Fair this Fall and share a little bit more with the Domingo Comms community about what they can expect later this month. Let’s start with the curated route guides -- How can curated route guides, like those ArtPlacer has partnered with Affordable Art Fair to create, be a game-changer for visitors at art fairs?
Curated route guides have long been a favorite among visitors, and this Fall’s edition of the Affordable Art Fair introduces them in a new digital format. These guides, curated by Erin Schuppert, the fair's director, provide a personalized and immersive journey for attendees. Each guide is tailored to distinct artistic interests—The Super Naturalist’s Field for those drawn to unique materials, The Inner Spirit’s Quest for those seeking a deep connection with art, The Hunt for New Blood for trendsetters excited by emerging artists, and Uncovering The Uncanny for those captivated by the extraordinary.
Visitors can explore these thematic guides in the Route Guides Virtual Exhibition powered by ArtPlacer, previewing the artworks before the event. This allows them to connect with pieces that match their personal tastes, making their experience more engaging and memorable. By the time they arrive at the fair, they have a clearer idea of what they want to see and potentially buy.
As the Head of Marketing at ArtPlacer, I’m always exploring the best practices in marketing and communication. This includes understanding how to effectively market and present art in today’s digital age. The integration of these curated guides into a digital format enhances the visitor experience by addressing specific interests and increasing the likelihood of meaningful connections with the artwork. It’s a great example of how tailored, pre-fair interactions can lead to a more satisfying art-buying process.
ArtPlacer Room Mockup
How do Virtual Exhibitions elevate the collector's experience, particularly in interacting with the art before attending the fair?
Virtual Exhibitions are a groundbreaking digital experience that brings art closer to art lovers, no matter where they are. Accessible 24/7 from any device, whether catching a glimpse on their smartphone during their daily commute or unwinding with a tablet at home, these shows offer worldwide access, allowing visitors to immerse in art at their own convenience. We’re thrilled to see how this ArtPlacer feature has evolved over time, now serving as the preferred format for bringing in-person shows online, such as the Route Guides at the Affordable Art Fair NYC.
Each Route Guide is dedicated to a specific theme and showcased in a booth-like venue. Visitors can easily navigate this virtual space, discovering artworks that align with their tastes and interests. As an art lover myself, I appreciate how this digital approach provides an engaging journey that fosters confidence in making informed purchasing decisions.
As visitors browse, they can access detailed information about each piece, including size, medium, artist, and exhibitor and booth number to easily find them at the Metropolitan Pavilion.
Additionally, the Virtual Exhibitions offer interactive features like viewing pieces in Augmented Reality through ArtPlacer’s free AR mobile app. The process is simple: after selecting a piece and clicking on the “View in AR” button, users align a marker with their wall and floor, hit “Next,” and voilà, they can see a scaled version of the artwork appear on their wall through their device’s camera. This feature also enables them to take screenshots to share with a partner, roommate, or friends they live with.
This level of engagement allows collectors to visualize how the art would look in their own space, making the connection with the artwork more personal. By the time collectors arrive at the fair, they aren’t just browsing—they’re on a mission, having already connected with the pieces they’re interested in.
Can you walk us through in more detail how collectors can use ArtPlacer’s Augmented Reality to explore and inquire about artworks before, during and after the Affordable Art Fair.
Of course! You can access the Route Guide Virtual Exhibitions or the Affordable Art Fair Online Portfolio, both powered by ArtPlacer, to start your fair journey online, before the doors at the Metropolitan Pavilion open.
After viewing and selecting art that you love and by tapping on the “View in AR” button you’ll be able to access the free ArtPlacer AR Mobile app and visualize the artwork on your wall through your device’s camera. Collectors can see a to-scale version of the art appear on their wall, providing a realistic preview of how that piece works in their space. They can also capture and share this AR view with friends or family for feedback.
Both the online show and the portfolio have inquiry options throughout their design. Visitors can get in touch with galleries to subscribe to their email marketing list or to solve doubts, and make inquiries about specific pieces.
These two digital assets will be also present during the fair and until October 6th, allowing attendees to revisit and explore the artwork again, ensuring that they are confident about their next purchase.
What specific features of ArtPlacer are generating the most excitement among galleries and artists for this year’s Affordable Art Fair?
We’re thrilled to be participating as Art Marketing Partners at the Affordable Art Fair Fall edition, and it's exciting to see how ArtPlacer’s features are generating buzz among galleries and artists, enhancing both their in-person and digital experiences.
Firstly, the Online Portfolio with QR codes has been a game-changer for many of the exhibitors. Placed strategically at fair booths, these QR codes allow visitors to take information home, making it easy to revisit and explore artworks at their own pace. This feature not only keeps potential buyers engaged but also provides galleries with a seamless way to extend the conversation beyond the fair.
Additionally, our Art Wall Advisory Sessions are generating buzz. Visitors will be able to book these sessions online and at the ArtPlacer stand. They can bring photos of the spaces where they plan to hang new artworks, and our team will create a digital preview with framing options. We are confident that this personalized consultation will help attendees make informed art-buying decisions, ensuring that the artwork they choose will truly complement their space. The final design is sent via email, reinforcing the connection and enabling galleries to close one-on-one deals either at the fair or afterwards.
Both the online portfolio and the in situ Art Wall Advisory sessions are just a glimpse of how ArtPlacer supports galleries in creating lasting, meaningful interactions with collectors.
How do you see digital innovation shaping the future of art fairs and how is ArtPlacer positioned to lead in this space?
In this new hybrid world, where digital and in-person experiences seamlessly blend, digital innovation is transforming the way art fairs operate. Since 2019, ArtPlacer is leading the way in this space by providing tools that enhance both the digital and physical aspects of the fair. The Route Guide Virtual Exhibition is a perfect example, allowing visitors to view and engage with the art before the event. This early glimpse not only familiarizes them with the artworks but also empowers them to arrive at the fair with a clear sense of what they want to dive deeper into.
For exhibiting galleries, it's essential to leverage digital tools to create a compelling narrative around their collections. Sharing past fair images, showcasing artwork in gallery settings, and creating digital mockups are fantastic ways to present art in context. These elements help art enthusiasts connect with the pieces that speak to them, making their experience more immersive and personal. Plus, offering “try-before-you-buy” options like Augmented Reality or letting visitors visualize artworks in their own spaces further strengthens this bond.
At the same time, we recognize the importance of close, personal interaction. One-on-one sales, whether via email or in person, remain crucial for most art businesses. Tools like the online portfolio where a visitor can “get in touch” work well as lead magnets for the gallery to continue the conversation further via email. Additionally, the Personal Spaces feature that we use for the Art Wall Advisory sessions are a favorite among the ArtPlacer community since having that visual aid almost always helps close a deal.
Thank you to Erica for sharing her insights on the exciting new ways ArtPlacer is enhancing the art-buying experience at this year's Affordable Art Fair. We invite everyone to join us from September 25th to 29th at the Metropolitan Pavilion to explore incredible art from around the world. Be sure to take full advantage of the innovative tools ArtPlacer offers—from curated virtual exhibitions to augmented reality previews—to make the most of your visit and connect with the art that speaks to you.
All the route guide artwork details and more inspiration from Affordable Art Fair can be found at:
You can take the quiz for yourself here and make sure to check out the Affordable Art Fair Online Portfolio and sign up for a complimentary advisory session with ArtPlacer at the fair. Can’t wait to see you there!