VIENNAFAIR The New Contemporary 2014

VIENNAFAIR The New Contemporary 2014

Vienna, June 12, 2014

Jubilee with a concept for the future

On the occasion of its ten-year jubilee edition Austria’s largest fair for contemporary art convenes the most important domestic galleries and a selection of internationally established and emerging galleries from the Western and Eastern hemispheres. A marketplace for art and artistic ideas, VIENNAFAIR The New Contemporary once again features the participation of local and international institutions this year, creating a one-of-a-kind artistic climate in the city of Vienna, which is prized by its art-affine audience and international art collectors and curators alike.

Organised and supported by departure, the creative unit of the Vienna Business Agency the project “curated by_vienna 2014” – in which 20 Viennese galleries will showcase exhibitions conceived by international curators – is equally a highlight at VIENNAFAIR The New Contemporary as are the presentations by Austrian and international art institutions, with a special focus on Eastern and Southeastern Europe. VIENNAFAIR The New Contemporary resonates within the cultural climate of the city, providing new networking opportunities for the local art scene and offering galleries valuable contacts with international institutions and art collectors.

Focus on Eastern and Southeastern Europe for the enrichment of the art scene

Since its inception VIENNAFAIR The New Contemporary has built upon the close historical relationships between Vienna and countries in Eastern and Southeastern Europe. This facilitated presentations by many galleries and art institutions to a wider audience for the first time as well as new international contacts and cooperations. Among this year’s featured galleries are longstanding participants such as lokal_30 and Le Guern from Warsaw, Ani Molnár and Erika Déak from Budapest, the Regina Gallery from Moscow, Galerija Škuc from Ljubljana, Galerija Vartai from Lithuania, along with newcomers like Monopol Gallery (Warsaw) and Svit from Prague.

The focus on Eastern and Southeastern Europe has been supported for ten years by Erste Bank as the main sponsor in the framework of the SponsoringVALUE program. Erste Bank defines sponsoring as the voluntary advancement and support of institutions, initiatives and projects in all realms of culture and social affairs. The SponsoringVALUE program reflects the engagement and social responsibility of the company and its willingness to invest in values that it believes in. The support of Erste Bank directly benefits galleries from Central and Southeastern Europe by facilitating their participation in the fair. Through this commitment Erste Bank, part of the Erste Group, which is active in the CEE region, promotes the development of the art scenes in Central and Southeastern European countries and thereby makes a decisive contribution to the thematic focus of VIENNAFAIR The New Contemporary.

Special exhibitions with emerging international art and art institutions from Austria and Eastern Europe


Already since 2011 OMV has supported special presentations at VIENNAFAIR The New Contemporary. In the context of the OMV Special Project DIALOG: NEW ENERGIES this year the spotlight is placed on exciting artistic positions in contemporary art from Romania presented by five galleries – Zorzini Gallery, Galeria Plan B, Jecza Gallery, Anaid Art Gallery, and Anca Poterasu Gallery – and two non-profit spaces: ATELIER 030202 and ALERT studio.

Romanian contemporary art is considered a special phenomenon and has attracted great attention from the public in the last eight years. The renowned art expert Andreiana Mihail will curate DIALOG: NEW ENERGIES. Romania’s cultural-historic development in the last 50 years forms the heart of the presentation. For the first time a curatorial concept will be realized, which elucidates Romania’s most important contemporary art communities in an enlightening chronicle. The project includes classical positions of artists, who are considered as emerging due to the lack of exhibition venues during Communism, and young artists who tell their own personal stories beyond sociopolitical perspectives. The aim of DIALOG: NEW ENERGIES is to present the two, perhaps most significant existential attitudes in recent Romanian history – adapting and assuming – in a balanced relationship between a clear curatorial line and a commercial framework.

OMV would like to contribute to cultural dialogue in the field of contemporary fine arts with DIALOG: NEW ENERGIES. In addition to Austria and Turkey, Romania counts among the integrated international oil and gas company’s core markets.


This year ZONE1 is once again specially tailored to the presentation of emerging art. Galleries are given special conditions for 20-square-meter spaces where they can make solo presentations of the works of young artists. The Austrian Federal Chancellery employs this platform to support participating artists from Austria.


With the special exhibition VIENNA Focus, VIENNAFAIR The New Contemporary augments its review of Southeastern Europe with a presentation of art institutions and artistic positions from Azerbaijan. Acting as a partner in this initiative is the YARAT Contemporary Art Organisation, founded in 2011 by Aida Mahmudova. An organization that plays a leading role in promoting an understanding of contemporary art in Azerbaijan, YARAT stimulates a dialogue between local and international networks, as well as art institutions, galleries, and museums.

VIENNA Talks – the platform for art collectors

This year VIENNAFAIR The New Contemporary will dedicate special attention to young art collectors. Already in a number of international meetings in the run-up to the fair first networks have been established, which will be presented at “Young Collectors Talk”. With this initiative VIENNAFAIR The New Contemporary opens up new paths for the participating galleries to a young and enthusiastic community of collectors.

Following the great success in 2013, this year the collectors’ forum “20 four 7 – Collecting The New Contemporary” will again provide insights into the collection strategies and passions of major international art collectors. Parallel to VIENNAFAIR The New Contemporary, there is also a daily discussion program that expands upon the themes of the special presentations and presents prospects on international developments in the art world. Art enthusiasts can deepen their knowledge about contemporary art movements and learn more about new artistic practices and positions.

VIENNAFAIR The New Contemporary offers a network for curators

In the effort to strengthen relations with the Viennese gallery scene, departure, the creative unit of the Vienna Business Agency presents the project “curated by_vienna 2014” at their own booth at VIENNAFAIR The New Contemporary. Furthermore, the art fair stimulates interaction between galleries and international curators with the newly introduced section REFLECTIONS. Galleries are invited to develop special presentations together with curators and to showcase these at VIENNAFAIR The New Contemporary.

This year three prizes for the best booth design!

For the ninth time Vienna Chamber of Commerce and Industry supports the art and gallery scene in Vienna in the framework of VIENNAFAIR The New Contemporary. The Emerging and Established Gallery Prizes for young and established galleries – each endowed with 5000 EUR prize money – will be awarded once again this year. New in 2014: These prizes will be given solely to Viennese galleries to honor their extraordinary performance for the Viennese art and culture scene. As a new initiative this year by the Vienna Chamber of Commerce and Industry President Walter Ruck, an International Gallery Prize will also be presented to the amount of 5000 EUR, which is open to both Austrian galleries and galleries from other countries participating in the fair. A high-caliber professional jury will select the three winners.

VIENNAFAIR The New Contemporary – active participation for all those interested in art

Besides the programs for representatives from the art industry, artists, and art collectors, VIENNAFAIR The New Contemporary presents itself as an art fair that aims for an accessible and stimulating approach to contemporary art.

In the VIENNA Gold program senior citizens and young Austrian artists will meet for guided tours and discussions and exchange their views on contemporary art. This year again VIENNA Studio offers students the possibility to discover the fair through guided tours and enjoy free daily access after 3 p.m.

VIENNAFAIR The New Contemporary offers art education for art enthusiasts from all age groups. In the framework of VIENNA Family, adults and children, two years old and above, have the opportunity to discover their creativity and to try out different painting techniques and tools to put color, form, and movement to paper in an open painting studio.

“We do not want to stage VIENNAFAIR The New Contemporary as an isolated marketplace for artworks, rather we aim to facilitate a broader understanding for international contemporary art and to offer both visitors and the participating galleries the opportunity to build new networks and increase their knowledge. With the tenth edition of VIENNAFAIR The New Contemporary we reveal a path into the future of communicating contemporary art and accessing new market segments for the galleries,” says Christina Steinbrecher-Pfandt, artistic director of VIENNAFAIR The New Contemporary, on the concept for the tenth edition of the contemporary art fair in Vienna.

Sponsors and partners of VIENNAFAIR The New Contemporary 2014

Main sponsor: ERSTE BANK

Sponsor special project DIALOG: New Energies: OMV

Funding: Austrian Federal Chancellery

Partners: Vienna Chamber of Commerce and Industry, departure, the creative unit of the Vienna Business Agency, Le Méridien, hs art service austria, Illy, Vöslauer, Yarat Foundation, Romanian Cultural Institute – Vienna

Media partner: Falter

VIENNAFAIR The New Contemporary

Vienna International Art Fair

October 2–5, 2014

Messe Wien, Austria

Hall A, Messeplatz 1, 1020 Vienna

Opening hours

Thursday, October 2, 2014, 11:00 am – 7:00 pm

Friday, October 3, 2014, 11:00 am – 8:00 pm

Saturday, October 4, 2014, 11:00 am – 7:00 pm

Sunday, October 5, 2014, 11:00 am – 6:00 pm



€ 12.50 Day ticket for adults

€ 9.00 Day ticket / Advance and online booking

€ 9.00 Day ticket for Erste Bank clients 

€ 9.00 After-Work-Ticket (Thursday/Friday starting at 4:00 pm)

€ 9.00 Senior ticket upon presentation of a valid ID

€ 29.00 4-day ticket


Free entrance for children under 14 and for students after 3:00 pm upon presentation of a valid student ID


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