Summarize this content to 2000 words in 6 paragraphs in Arabic Unlock the Editor\u2019s Digest for freeRoula Khalaf, Editor of the FT, selects her favourite stories in this weekly newsletter.For an event designed, built, filled and promoted in just three months last year, Treasure House Fair\u2019s mere existence was remarkable.\u00a0Dreamt up in the wake of the surprise demise of London\u2019s Masterpiece fair, which occupied a similar plot in the grounds of the Royal Hospital Chelsea, the fledgling fair had only around 50 dealers, offering everything from antiquities to modern design, but returns this year with 70.It was not dealer numbers or visitor crowds which proved Treasure House\u2019s viability to fair director and co-founder Thomas Woodham-Smith. \u201cOur greatest success last year,\u201d he says, \u201cwas that the average visit time was around four hours. People came and enjoyed being there.\u201dParticipants included leading international dealers \u2014 among them Jean-David Cahn, Richard Green, Koopman Rare Art, Ronald Phillips, SJ Phillips, Adrian Sassoon and Wartski,\u00a0who are all returning. Their ranks will be swelled by New York galleries \u00c0 la Vieille Russie, SJ Shrubsole and Phoenix Ancient Art. The fair has also stretched from five to six days (June 27-July 2).While commercial success often seems to depend on a roll of the dice \u2014 whether a dealer brings object A rather than B, or a collector turns right or left at the end of an aisle \u2014 most of the exhibitors contacted for this article\u00a0reported decent sales. Faberg\u00e9, jewellery and objets de vertu dealers Wartski had one of the best fairs in its history, says managing director Kieran McCarthy.Even so, Treasure House, owned by Harry van der Hoorn of Dutch fair-builders Stabilo, still needs to make up ground on visitor numbers and local engagement: by the end Masterpiece was welcoming 40,000 people over eight days; Treasure House had just over 12,000 in person in five days last year, with another 18,000 online, says the fair. \u201cNot enough people seemed to know about the event, or what it was,\u201d\u00a0comments one exhibitor.The owners of Masterpiece \u2014 MCH Group, which also owns Art Basel \u2014 had axed the fair after financial losses arising from\u00a0the pandemic and Brexit.\u00a0Post-Brexit dynamics still apply and it is revealing that the US and Switzerland dominate this year\u2019s non-UK exhibitors. Dealers from these countries are used to dealing with the onerous paperwork their EU colleagues were once spared.Woodham-Smith is fighting back to attract EU galleries. A deal with the art logistics business Momart allows international exhibitors to use the customs procedure known as Temporary Admission, which means no import duty or VAT will be payable, under a simple arrangement. The fair and Momart will jointly meet this cost \u2014 5 per cent of the shipping fee \u2014 and manage the paperwork. \u201cThis will take EU dealers back to the pre-Brexit position,\u201d says Woodham-Smith. Finalised too late to have much impact this year, he hopes the scheme will bear more fruit in future editions.In response to a fair landscape dominated by powerful and ever-expanding franchises (Art Basel has recently added Paris to its roster; Frieze, Chicago and New York), Treasure House has initiated\u00a0a collaboration with a comparable independent fair.\u00a0Helen Allen, executive director of the Winter Show in New York, has been appointed Treasure House\u2019s development director. \u201cThe two fairs share many dealers and have a similar feel, look and quality,\u201d says Allen.She sees her role as advising on strategic development and building the visibility and audience of Treasure House in the US. Plans are afoot for a pop-up Treasure House at the Winter Show and a showcase for the New York fair in London, as well as projects with British and American decorators. The New York fair has developed a notable following of young collectors across the US. \u201cThe notion that Gen Z and even millennials are not interested in traditional material culture is just not true,\u201d Allen says, emphasising the importance of providing a platform offering work with accessible prices as well as the very best.Global outreach is also reflected in the strength of the Japanese art offering at this year\u2019s Treasure House and in the debut of the India-born, Oxford-educated contemporary art dealer Sundaram Tagore. In an unorthodox addition, there will be a not-for-sale presentation of the minimalist canvases and sculpture of Rashid Al Khalifa, an artist and member of the Bahraini royal family. He is expected to bring his own audience to the event.London is a powerful positive for the fair. For returning Belgian tribal art dealer Patrick Mestdagh, \u201cThere are people who come to London who you just don\u2019t see in Paris or Maastricht [at the Tefaf fair].\u201d\u201cI see Treasure House as a three-year development,\u201d says exhibitor Lewis Smith of Koopman Rare Art. \u201cIt is going to be better this year, and even better in 2025.\u201dJune 27-July 2, treasurehousefair.com<\/p>\n","protected":false},"excerpt":{"rendered":"
Summarize this content to 2000 words in 6 paragraphs in Arabic Unlock the Editor\u2019s Digest for freeRoula Khalaf, Editor of the FT, selects her favourite stories in this weekly newsletter.For an event designed, built, filled and promoted in just three months last year, Treasure House Fair\u2019s mere existence was remarkable.\u00a0Dreamt up in the wake of<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[65],"tags":[],"class_list":{"0":"post-135934","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-culture"},"_links":{"self":[{"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/posts\/135934","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/comments?post=135934"}],"version-history":[{"count":1,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/posts\/135934\/revisions"}],"predecessor-version":[{"id":135935,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/posts\/135934\/revisions\/135935"}],"wp:attachment":[{"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/media?parent=135934"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/categories?post=135934"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/tags?post=135934"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}