Los Angeles’s freewheeling Paramount Ranch fair, which debuted last year on the eponymous film set in the Santa Monica Mountains during Art Los Angeles Contemporary, will return for a second round this year, and has revealed the exhibitors. The list is a cross-section of smaller galleries from the United State and further afield, among them Lulu of Mexico City, High Art of Paris, Maccarone of New York and What Pipeline of Detroit. The full list comprises over 50 galleries, up from 36 in 2014.
“It’s going to be a little big vague and mysterious, to be honest with you, because that’s the modus operandi,” said dealer Alex Freedman, who cofounded the fair.
Freedman founded the fair with her business partner Robbie Fitzpatrick (with whom she runs L.A.’s Freedman Fitzpatrick gallery), and the artists Liz Craft and Pentti Monkkonen.
“There were a lot of artists who would talk to us about work that they had only seen on Contemporary Art Daily, or generally on the Internet,” Freedman said. “They’re M.F.A. students or B.A. students who have a ton of debt and can’t really leave. They hadn’t seen a lot of these places.” (Admission is to the fair is just $5—cash only—and it’s free for students.)
Credit for the unusual venue goes to Craft and Monkkonen, who are married and found it while looking for places to take their children. Rather than a convention center, exhibitors install work out in the desert and in buildings that have been used for everything from John Wayne films to Dr. Quinn Medicine Woman.
“There was the joke in L.A.,” Freedman said, “that if you got two or three people [into your gallery] a week, you got a lot. That has substantially changed since that joke was made about 5 years ago, because the city is transforming constantly, but at the same time this is an opportunity which is not only about sales—it’s also just a lot about introducing work to collectors and to a lot of local artists.”
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