Shopping with the Tate
The Frieze art fair is London’s annual jamboree of buying and selling contemporary art – a spectacularly successful melding together of culture and commerce. Last year, £33m changed hands at a fair that four years ago did not exist. Even that dizzying figure will probably be surpassed over the next few days as the wealthy and the wacky are brought together for their yearly romp on the fringes of Regent’s Park.
The fair opened to the public on Thursday but certain collectors were allowed in a day early to get first pickings. Of course, there is early and there is early. The VIPs are allowed in from 2pm on preview day but the VVIPs, specially invited by sponsors Deutsche Bank and Frieze itself, were firmly ensconced from 11am. They were casting expert eyes on this year’s work, whipping out their credit cards to snatch the best material on offer. Among them is Charles Saatchi, whose sweet engagé with his wife Nigella Lawson belies his predatory demeanour, like a shark busted free from its formaldehyde prison.
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But even before the most prestigious collectors are allowed in, a small, select group of purchasers frantically combs the fair to pre-empt all who follow. These are not the richest, nor the most flamboyant, customers but a team from the Tate galleries, who arguably have the most important job of the day: deciding which of the younger, less well-known artists on display should be acquired for the national collection of contemporary art.
For this purpose, Tate receives an annual donation from Outset, a group of London collectors, which it can use as it wishes at the fair. The amount is not huge – £150,000 this year – but it enables the gallery to act fast and freely over the space of a few hours as it gives its imprimatur to the emerging artists it believes are making the most important work of their generation.
I walk around with Jessica Morgan, Tate’s contemporary art curator, and Eric Troncy, a guest curator from Dijon’s Le Consortium art centre, to get the feel of what it is like to shop with the Tate. It is nothing if not frantic. I ask Morgan if the five-person team has assembled a shortlist yet. “Actually, we are in a real hurry,” she replies and turns away swiftly. It is 10.40, 20 minutes before the VVIPs come charging in and there are purchases to be made – no time for small talk.
On the shop floor, the usual blend of purposeful bustle and casual surrealism pervades. It is difficult to describe the overall effect of Frieze to those who have never visited. Contemporary art has a playful, occasionally sinister, way of disorienting the viewer – that is arguably its most important cultural role. So, we have at one end of the fair a smoothly-honed plastic missile, a phone box containing a mirror instead of a telephone, a suit laid out carefully on three pieces of plywood. There is a tree, with brightly coloured anoraks hanging from each branch. A giant black chess piece is toppled over. A life-size model of a young woman is bent over double, skirt hitched up, knickers on view.
A lion’s costume drapes flaccidly from a beam with coloured spotlights coming out of its eyes. There is a giant text message, which begins: “You’re really brilliant, in fact you’re surrounded by zombies.” There are explicit photographs of female genitalia, a wheelchair nestled pointlessly inside a wardrobe, and a woman sitting on a lime green sofa reading a magazine, who is almost certainly part of the work but who really knows?
Amid this maelstrom of arresting images, the curators have a fixed gaze and a firm sense of purpose. Their first stop is to ask after a pleasing abstract painting at the Galerie Micheline Szwajcer. Negotiations are conducted bilingually, and misunderstandings have to be cleared up promptly. “No, not for the Pompidou. For the Tate.” There is some haggling over price, which somehow surprises me. It is easy to forget that this is a market and market rules apply. And if you are representing Tate, you have no little muscle. A discount is duly offered.
On we march. At the Friedrich Petzel gallery from New York, we linger over rows of postcard-sized images of abstract shapes. “They are programmed by computer, which allows every shape to be different,” says the gallery owner, talking up the work like it is a plump sea bass in a Sicilian fish market. But this is art. “In a way it is an endless piece,” says Troncy. “Endlessly unique, too,” says Morgan. The weird combination of haggling and theorising continues for a few seconds. They settle on a price, again discounted. Like all the works, the piece will be held in reserve for an hour, while the curators make their final decision.
At Cologne’s Galerie Gisela Capitain, we are taken into a backroom to see a series of three photographs of a woman’s head in rollers by Christopher Williams. The price for the three is $36,000, which is brought down to $32,000 and then, following some hand-wringing and special pleading, down to $30,000. I check the details with the gallery. “The price is $36,000,” says a woman, peering into my notebook. “Cross this out” – pointing to the figure of $30,000 – “cross it out!” and she all but forces the pen from my hand. Her sensitivity is surprising, for the offer of a 15 to 20 per cent discount to the Tate team seems routine wherever we go.
We zip over to Galerie Catherine Bastide from Brussels. We watch a video of people doing weird things in strange, jerky movements. The gallery is slightly surprised that Tate is interested. “I thought it might be a little extreme,” says one of the gallery team. “No, it is excellent,” says Morgan. The work by Catherine Sullivan is opaquely entitled “The Resuscitation of Uplifting”.
As we approach Berlin’s Esther Schipper gallery, Yana Peel, co-director of Outset who is also following the team around, japes with me. “Guess what they are interested in here?” she asks. I tell her I’m not falling for that one. Is it the drawings, the video, the small poodle constructed out of coloured light bulbs? “It’s the carpet!” I laugh uneasily, deciding it is probably a joke. It’s not a joke. The carpet, which itself contains a joke, in the form of the shadow of a “window”, is by the Parisian Philippe Parreno. Everyone likes it but worries about how hard-wearing it is. It suddenly feels like we are in Carpet Warehouse, keeping it real.
But our next stop is to watch a video of ants pushing small coloured discs around. I love this piece, David Attenborough meets Damien Hirst, at São Paulo’s Galeria Fortes Vilaça and Morgan asks to see the ending because she “missed it when I saw it in New York”. (For the record, nothing really happens.) I am getting bored listening to the haggling now but it continues, right to the last minute. And then the curators retire to consider their verdict. They will be back in an hour to tell the galleries who has made the cut.
I use the time to have coffee with Sir Nicholas Serota, director of Tate. I ask him how it is possible, in such a bewildering context, to make informed decisions in such a short space of time. “These are people,” he says of his team, “who spend their lives in artists’ studios, at various biennials. They are pretty quick on the draw. They know what they are looking at. We try to work quickly but not in a total state of frenzy.”
I say the degree of haggling surprised me. “We haggle and we bargain very hard, when we are working on a normal purchase too. We push as far as we can. There is usually a deal to be done.” It must mean a lot for a young, emerging artist to be bought by Tate. “There are probably collectors who are encouraged to buy artists endorsed by Tate,” he concedes. “That is one of the reasons we feel it is right to argue for a big discount.”
We start talking about the success of Frieze, and the contemporary art market in general, when an ebullient figure approaches our table. “Don’t take any advice from this man,” says Serota drily. “And you must never believe anything he tells you,” Charles Saatchi tells me with a hearty laugh. The two men, respectively the most important public and private art collectors in Britain, are reportedly sworn enemies but they will use the fair to make public the friendly relationship they have always insisted upon, posing for photographs later in the day.
Serota believes that those who talk of the contemporary art market as a bubble waiting to burst are misguided: first, because he genuinely believes in the quality of the work being produced and, second, because “there are plenty of very wealthy people in this city and they now buy art as part of their lives”. That doesn’t make his job any easier – his acquisitions budget for Tate, for all works, is just £1.5m a year – but it makes hypothecated sums such as the Outset donation all the more useful.
The curators have made their decisions. They rush round the fair to inform the galleries. They have bought a total of 28 works by 12 different artists: all but two are new names to Tate. Jessica Morgan says she is very pleased with the mix of works they have bought: the ants, the carpet, the weird video, the woman in rollers have all made the cut and will be shown at one of Tate’s galleries in the near future.
Morgan says she loves thinking about the effects the purchase will have on the artists. “I know all of them and it is great to support them in this way.” But what about the shopping, I ask. It must be fun, rampaging around like a kid in a sweet shop for a couple of hours. “Oh no,” she says improbably. “That is the worst part. The shopping is rather awful.”
http://www.friezeartfair.com/