13 Galleries Launch Frame Art Fair in Basel to Counter Art Basel Stress

Thirteen international galleries have founded Frame, a new art fair in Basel running from June 10 to 18, 2018, at the Basel Art Center on Riehentorstrasse. The fair aims to offer a more egalitarian and less stressful alternative to large fairs like Art Basel, which takes place June 14-17. All 13 exhibitors receive equal-sized stands in a nearly 800-square-meter space, eliminating the typical hierarchy between small and large galleries. Co-founder and gallerist Bertrand Scholler stated that art fairs are not structured to meet galleries' needs and have become too expensive, prompting this collaborative model. Participating galleries share resources and skills: SAAB Projects handles social media, 55 Bellechasse builds the website, About Art manages press releases, and a Swiss gallery recruits students for poster distribution and sponsor partnerships. Stand costs range from €10,000 to €12,000, with perks like breakfasts and cocktails. Frame joins other satellite fairs such as Liste, Volta, and Scope, but distinguishes itself through its intimate size and cooperative structure.