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LYON, 2nd city of France

With 1 282 000 inhabitants and its privileged geographical situation, the Greater Lyon has established itself as the 2nd largest French metropolis for the organization of prestigious events. Carried by its economic dynamism, Lyon offers its residents an exceptional level of comfort, with easy to live with public transportation, cleanliness, safety and unbelievably low pollution level. City of art, harmony and gastronomy, Lyon is classified as World Heritage of Humanity by UNESCO.

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Most valiant Cultural Market

Close to Switzerland, Italy and thanks to unique international events such as the Fêtes de la Lumière (Festival of Light), Les Nuits Sonores (Soundly Nights), Les Unites de la Fourviere (Fourviere Nights), the city of Lyon has established itself as one of the most attractive European metropolises culturally speaking. With its many museums, galleries and spectacular exhibition places, Lyon offers networks of collectors and art lovers of high purchasing power.

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The art3G & art3f concept

that prioritises a direct relationship between the new world creation and art enthusiasts, is widely acclaimed by the public.
Reflected by an average attendance rate of 16 000 visitors over 3 days, during the fairs organised in the towns of Mulhouse, Nantes, Bordeaux, Nice, Montpellier, Lyon, and Metz . On average, 72% of these visitors come to an art3f or art3G fair, with the intention of buying a work of art. Those who do, have discovered a work of art that meets their expectations and budget. So, for a hundred exhibitors at each edition, there are on average 613 works of art that are sold at each fair.

These figures can be explained by the communication strategy conducted for each fair. It is made up of two components:

- one is the general public, through which art3g communicates, thanks to mass media. Urban and peri-urban advertising (several hundred 4x3 signs for each edition), local media via advertising material (press and magazines), as well as via media coverage ( press articles, TV reports, radio interviews)

- a specific component pointed in 2 directions: the media and opinion-makers specialised in art (advertising in specialised press, personal invitation from local, identified collectors), as well as the dispatching of 50 000 paper invitations sent directly to the entrepreneurs, liberal professions, households subject to income tax (solidarity tax on wealth for households whose net taxable heritage exceeds the 1,3 million Euros) of the region, representing the core target of the arts market.


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The technical choices

The technical choices, such as the use of 3m high partitions covered in brushed cotton (several colours to choose from) and new generation LED spots, present the works of art in an optimal light, just as the plan of the fair, where alleyways and open spaces meander around a wine bar where a wine waiter officiates and where drinks are available, as well as light meals (seafood, gourmet dishes, etc.) All of these factors make visiting an art3G fair, a very pleasant experience, where epicurism and conviviality are rife (the average length of a visit is 4 hours).

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A few figures

In France, works of art are bought:
• 41% at fairs/exhibitions
• 25% in art galleries
• 15% on the internet
• 11% in auction rooms
• 8% other

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