This weekend, the contemporary art fair OFF MUSEUM took place at the Art Fabrika exhibition centre in Minsk.
In line with its name, OFF MUSEUM operates according to an “art beyond boundaries” strategy and offers a direct format of interaction with art, without the usual distance between artist, artwork and viewer. The project is based on leading international practices but differs fundamentally in that artists work directly with buyers without gallery intermediaries.
During the fair, Belarusian artists presented their own works, which visitors could not only view but also purchase on site. Attendees also had the opportunity to speak with the artists and learn more about the ideas behind their works.
The artworks were selected by an expert council.
In addition to the exhibition and fair, the programme included lectures and discussions on contemporary art, design and the art market, curator-led tours, workshops and partnership projects at the intersection of art and business.
The first event was held in December 2023 in the format of an art market.
The project quickly demonstrated that there is strong demand in Belarus for direct interaction between artists, collectors and entrepreneurs, requiring a more systematic format. This led to the creation of the OFF MUSEUM ART FAIR.
For the Belarusian market, which is still developing, the project serves both as support for local artists and as a school of entrepreneurship for the artists themselves, who must learn self-presentation and promotion in real time, according to the project’s organiser, Alena Yarashevich. It is also important that representatives of the commercial sector can cooperate with artists and use creative projects to build a visual identity that helps them stand out in the marketplace.
