When Mayonnaise Factories Become Art Hubs: The Unlikely Reboot of Global Art Fairs

Forget velvet ropes and exclusive VIP lounges—today’s art fairs are rewriting the rulebook in some unexpected places. Once defined by high-stakes transactions and tightly curated booths, the art fair scene is now buzzing with alternative spaces that value community over commerce. Events like Basel Social Club in Switzerland, staged in a repurposed mayonnaise factory, and London’s Minor Attractions, running alongside Frieze Week, have flipped the script. These gatherings invite both industry giants and emerging galleries to mingle, experiment, and collaborate without the usual financial pressures. The focus shifts from sales to dialogue, giving artists and visitors room to breathe—and to discover. From Seoul’s Art OnO to New York’s SPRING/BREAK Art Show, this new wave of fairs blurs the lines between exhibition, social club, and creative playground. The result? A more open, vibrant art world where discovery trumps hierarchy and every warehouse or office can become a stage for the unexpected. #ArtFairs #ContemporaryArt #CulturalInnovation