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What about the risks inherent in debuting a new and unfamiliar virtual fair model at a time when the art market is still in an uncertain state?
“I think this model will work in an upmarket as well as in a downmarket. The market is tougher presently, and this event enables the collector who is working that much harder to maintain his or her own business to have the ability to still be engaged in an art fair experience and in the art world. I think I speak for all dealers when I say we are all working to expand our horizons and want to build our client base. There is that kind of excitement now. David Zwirner was the first dealer to sign on as an exhibitor in this fair. He said to me that it was interesting because his father, the dealer Rudolph Zwirner, started the Art Cologne fair, and the dealer Ernst Beyeler spearheaded Art Basel, and there was a team of New York dealers who started the Gramercy Hotel Fair which became the Armory Show. So in a sense, this new fair I am doing is a fair that has been designed by a dealer for dealers. Its emphasis is on being a platform for galleries and finding ways to best highlight their programs and the credibility of what they are doing.

-James Cohan interview (Artinfo)

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