UNTITLED.

Exhibition Forum
Miami

Background
UNTITLED. is a curated art fair housed in a custom designed tent pavilion located directly on the beach in the heart of Miami’s South Beach district.

Challenge
UNTITLED. brought on A&O to launch a new kind of art fair in Miami’s crowded marketplace during the 2012 edition of Art Basel Miami Beach.

Solution
We are very proud to have been involved with UNTITLED. from the beginning, as its inaugural year was a huge success. Twenty thousand collectors, curators, museum groups, art enthusiasts, and media professionals visited the fair, including four hundred members of the press from North America, Europe, Latin America, and Asia. Based on retweeting, direct messaging, and 179,000 social impressions on Facebook, UNTITLED. achieved an outstanding social media “influence score” of over 80%.

The fair’s press exposure was almost overwhelming. In addition to local news outlets such as The Miami Herald, Miami New Times, and Miami Socialholic, as well as mainstream publications including the Huffington Post, Wall Street Journal, and New York Times, UNTITLED. was covered in Whitewall, Art Slant, Art in America, Gallerist, Artinfo, Hyperallergic, and Art Fag City, out-of-towner publications including NY Arts and San Francisco Bay Guardian, as well as Modern Luxury, and fashion-and-culture giant Vogue.

Arriving at the vernissage, which was attended by over five hundred art world collectors, painters, and influential art lovers (thousands more couldn’t get inside!), Hole director Kathy Grayson called UNTITLED. “the biggest innovation since Art Basel Miami Beach started eleven years ago.”

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