Great jewels for small collectors

They have been recreating a traditional art market for 29 editions, trying to emulate those of the Parisian fleas, indoors. Almoneda will hold its next edition from March 30 to April 7 (from 12:00 to 21:00) in Hall 7 of Ifema. “This fair arose from the need to bring art for all audiences at a time when only a group of privileged antique dealers sold in Madrid. This fair is a great museum; more than 130 exhibitors, with up to 40 pieces per stand; qualities, trends…”, points out José Ferrer, president of the Organizing Committee of the fair, that this edition comes as Almoneda Antik Passion, Antiques Fair, Art Galleries and Collectibles.

Furniture, jewelry, watches, clothing, household linen, bags, fashion accessories, rugs, books, facsimiles... And painting and sculpture, ancient and contemporary, and by established and current artists. The decorative objects, which go from the 1940s to the 1970s, are some of the objects most appreciated by visitors, who on April 2 can access the site without paying a ticket. It is expected that 20,000 visitors will come to Ifema to see more than 25,000 genuine pieces that are at least 50 years old. “The age of the works is one of the requirements to come to Almoneda. Except in the case of designer furniture from renowned firms, which we allow to be from the seventies. The elegant furniture, with fine legs, those very minimalist straight lines have helped the entry of important pieces into homes, and have brought young people closer to art and collecting. We want to get rid of the stale label and rejuvenate the fair”, stresses Ferrer.

The director of the event, Ana Rodríguez, confirms that the audience has been rejuvenated. “We have always had a loyal and dedicated public, but for several editions we have seen younger buyers who appreciate the culture of old pieces and mix them according to more modern decoration formats. The younger public is also attracted by vintage fashion and collecting movie posters, records…”. Ferrer attributes part of the responsibility for this change in trend to social networks, "Instagram or Pinterest have helped a lot to share art, decoration and collecting." His colleague Rodríguez acknowledges that there is a specific strategy to reach these younger buyers "through the fashion and decoration that they see on social networks."

Hence, this year a set will be set up to reinforce the fair's visibility on social networks. The so-called Plató Antik Passion will host interviews with exhibitors and prominent visitors and will be broadcast via Facebook Live. “We are working on an Almoneda that provides a greater number of experiences to the visitor, that attracts of course because of the content, the pieces, but that also inspires. We are going to set up a television set to show singular pieces presented by the exhibitor himself; We are going to create a live showroom where great influencers of decoration and fashion also select pieces and create a striking and attractive space that inspires. We will also have a beauty corner for fair visitors. We are even working on holding a live, on-site, international auction for a singular piece”, sums up Rodríguez.

Although each collector is different and the offer is wide and different, new trends are perceived every year, these experts explain. Ana Rodríguez talks about a trend to bring more “Nordic style furniture, chester sofas, decorative objects such as sconces and lamps from the seventies, vintage fashion and decoration, tableware such as crockery and glassware from the last century…”. All the pieces can be purchased through direct sales, with a guarantee certificate and with prices for all budgets. "Fans of decoration, fashion, art and collecting objects of different styles, eras and origins, in which visitors will be able to see how old and exclusive is not synonymous with expensive", says the spokeswoman for the fair. . "Along with stands with objects from a few euros, there are others from art galleries where you can buy pieces of the highest level such as a painting by Saura and a sculpture by Mascaró."

Bet on beauty

Many of the exhibitors who come to Almoneda are also faithful to Feriarte, the art and restoration fair that is held in November. For example, Agurcho & Co y Agurcho Iruretagoyena (in San Sebastián and Pamplona), directed by Agurcho, and his daughters, Leire and Terese Oyarbide. “For us it is important to go to Almoneda because we can always contribute something. We are eclectic, we like to mix styles. This year we are betting on parchment, furniture from the fifties, pieces from the 18th and 19th centuries”, sums up Leire. And that beauty is the one that lands at the fair. “Art lovers value the important and satisfying little moments when looking at the pieces. After all, where we live the most is at home; if we like art, we will appreciate it”, says the president.

Despite selling small pieces, the event, which lasts more than a week, wants to be a big date. “Events in the sector tend to be in the minority because gallery owners, antique dealers, and collectors need to put these pieces on the market more regularly. But every year they reserve the best ones to present them here. The public wants a more varied offer of dealers and antique dealers from different parts of Spain and neighboring Europe. Almoneda is an eclectic antique fair with a very careful presentation. The stands are designed by decorators and this makes the difference”, sums up Rodríguez.