Artrooms Fair London today announced the launch of the VIP and private view signaling the start of Artrooms London for the fourth consecutive year.

Artrooms Fair London  is set to run from the 20th – 22nd January 2018 at the Melia White House, for the fourth consecutive year, hosted by the 4 star hotel in central London (Regent’s Park). Artrooms sees independent artists from all over the world exhibit their work in over 70 hotel rooms that have been transformed by each individual artist showcasing their work.

Artrooms is the first international contemporary art fair offering free exhibition space to independent artists.  The fair is redefining the art world by innovating the way artists, buyers and collectors meet.

Cristina Cellini Antonini (Co Founder / Director) commented: ”We’ve watched Artrooms grow since its launch in 2015 and we’re very proud of the platform we have created that allows independent artists the opportunity to network with some of the world’s leading collectors, curators and galleries. 

The first Artrooms fair started at the Meliá White House Hotel in London in 2015, since then hundreds of artists from all over the world have benefited from a program of free exhibitions working alongside emerging and established curators, meeting private collectors and gaining visibility from a global audience.

In 2016, the fair became immediately the largest event for independent artists in the UK, and one of the most talked about in the UK art’s calendar, receiving approx. 400 applications and showcasing more than 700 artworks in 4 days.

In 2017, the third edition, Artrooms received 785 applications from over 60 countries which has increased the quality of the art work selected showcasing not only emerging but also multi-awarded independent artists. For its 4th edition in January 2018, Artrooms received over 1100 applications. This edition will see each of the 70 selected artists from all over the world (+ 1 voted by the public) exhibit their work in a hotel room.

New Artrooms Fair collaboration with MDH Hologram

Following last year very successful performance, the Artrooms Fair London is delighted to announce a new collaboration with MDH Hologram, the global market leader in holographic projection whose clients include Dior, Aston Martin, IWC Schaffhausen and Jennifer Lopez just to name a few (

Aura, a work by Analema Group, a London based art collective – lead by Oliver Gingrich, Evgenia Emets and Dr. Alain Renaud – focusing on the intersection between art and science. Will be part of the Interactive Project Section of the Artrooms Fair London.

Aura presents an introspective brainwave interface as holographic projection inviting the audience to reconnect with their spiritual self, with their inner life through electroencephalographic (EEG) brainwave measurements. EEG data provides information on brainwave data which are translated and visualized into an abstract shape. Using MDH’s EyeMagic, the projection technique suggests the dual nature of presence as spirit and as a physical condition.

Perceived as antipodal, contradictory phenomena, the relationship between technology, and the world of the spiritual is complex and multilayered. The idea of the presence is evoked through a real-time representation of brainwaves as a free floating light-sculpture – a mirror into the participants inner state of mind. Aura aims to investigate what it is to perceive someone’s presence, creating a subliminal visual echo of cognitive states channeled through real time interaction. The piece poses questions on the permeability and invasiveness of technology, as much as providing a tool for introspection, for self-observation and for engagement with one’s inner landscape.

MDH EyeMagic is the first holographic projection pod that withstands all ambient lighting, resulting in a unique optical illusion. Pioneered for Ralph Lauren’s flagship store on 5th Avenue, MDH’s EyeMagic has now been seen at London Fashion Week, at the Serpentine Gallery, Frieze Art Week and at last year’s Artrooms Fair London. The EyeMagic creates the ultimate optical illusion, with hitherto unseen impact. The audience is left to be visually amazed and here – invited to interact.

Fashion, Art and Cocktail Event: Colbacco e Tacco 12 at ContiniArtUK Gallery

Detail of "Doppio Sogno", 2015 by Michelangelo Galliani
Ambra Cortina Luxury & Fashion Boutique Hotel is bringing to London the glamour of the Queen of the Dolomites with the fashion, art and cocktail event “Colbacco e Tacco 12”

ContiniArtUK, 105 New Bond Street, London, W1S 1DN Tuesday 7th November 2017, from 18.00 to 20.00

"Doppio Sogno", 2015 by Michelangelo GallianiIn occasion of the World Travel Market, Cortina d’Ampezzo is bringing its style and glamour to London at the prestigious ContiniArtUK gallery. Exclusive fashion hotel manager Elisabetta Dotto has decided to present the third edition of the celebrated party Colbacco e Tacco 12, traditionally held at Ambra Cortina Luxury & Fashion Boutique Hotel, to Europe’s most vibrant capital.

Having become a yearly appointment for members of the Queen of the Dolomites to mark the opening of the winter season during the Milanese holiday of Sant’Ambrogio, London’s first edition of the event will be held at ContiniArtUK. With roots linking back to Italy, the centrally located London art gallery is frequented by high end international art connoisseurs and collectors. At the same time as the Colbacco e Tacco 12 event, the gallery will inaugurate “The Stone Age” on its first floor; a group exhibition featuring works solely done in marble by various influential artists.

The idea of exporting this event to London attempts to unite two important fronts of the made in Italy, demonstrating the Hotel Ambra’s ambition of implementing their recently developed communication and investment strategies. By bringing to Cortina important masters and offering its internal and external spaces to exhibit the artworks, the hotel aims to increase its relationship with culture and art. Following the London event, the fashion party will be inaugurated in Cortina on the 8th of December, presenting new couture partners, exclusive guests, and with beautiful models cat walking throughout the evening.

Together with luxury car partner Bentley, three further Italian partners are also sponsoring the fashion, art, and cocktail event: the brand Regina supporting the fashion aspect, the Tenuta 2Castelli providing wine, and Art Style magazine.

Ambra Cortina Luxury & Fashion Boutique Hotel – An old lodging located in the centre of Cortina d’Ampezzo, the Queen of the Dolomites has been transformed into a sophisticated, international and fashion boutique hotel. Nonetheless, by upholding strong traditional values and becoming deeply embedded in its cultural and social setting, the hotel has successfully retained both its genius loci and its ability to provide luxury hospitality. This exclusive mountain resort is managed and curated by Hotel manager Elisabetta Dotto, 3rd generation hotelier and open-minded entrepreneur, who travels world-wide in order to attentively report major trends in luxury hotels. Selected by Grand Tour Hip Hotels as being one of the 600 most unique hotels in the world, Ambra Cortina is a luxury hotel with a familial and cosy atmosphere. Open throughout the whole year, and located in the heart of Cortina d’Ampezzo, the hotel is suited to ensure that every guest feels special and pampered throughout their stay.

ContiniArtUK – Art gallery ContiniArtUK, inaugurated in 2014 by Cristian Contini, works with unique talents, such as Omar Hassan, Helidon Xhixha and David Begbie, pairing them to great masters including Fernando Botero, Robert Indiana and Igor Mitoraj. Every year, ContiniArtUK presents diverse solo exhibitions in its New Bond Street gallery (London), as well as participating in important external projects and pampered throughout their stay.

Press Hotel Ambra Cortina: Giulia Rossi +39 338 2166003 –
Press ContiniArtUK:

Image: Michelangelo Galliani, Doppio Sogno, 2015, Statuario marble from Carrara and brass, 100×100 cm


Project Art – The Social Arts Market winning artists for Artrooms 2018

Project Art, the new crowd-curated online arts market, ran an online competition giving artists the chance to exhibit at ARTROOMS 2018.

London, UK: Inspired by their partnership with ARTROOMS Project Art ran its online competition from 15th to 30th September. The prize for the four winning artists is an opportunity to exhibit and sell their artwork at Project Art’s exhibition space during ARTROOMS 2018. To enter the competition, artists simply had to upload up to three of their artworks to Project Art’s site The platform’s users and visitors were able to crowdsource the winning artworks by viewing, liking and sharing their favourite works of art on The artists behind the works which received the most user interactions were selected as competition winners.
The four winning artists are:
1. Irena Iris Willard
2. Armando Alemdar
3. Edwin Barrington Lue-Shing
4. Alizé Wilkinson
Project Art’s co-founder & CEO Johannes Fröhlich commented: ‘We are delighted to be running this competition to exhibit during ARTROOMS 2018. Our mission in creating Project Art was to break down the barriers that prevent many artists from entering the market, and to make emerging art available to a broader audience. This competition helps us do exactly that and provide four artists the chance to showcase their work on a global stage.
About Project Art – The Social Arts Market™ Project Art is a London based start-up with a global outlook. Project Art’s vision is to democratise the arts by building a new art market model, a level playing field for artists, art lovers and newcomers alike.
So much more than an online gallery, Project Art – The Social Arts MarketTM is the first crowdcurated online art marketplace – connecting artists with art enthusiasts globally where the value of artwork develops in real time based on purchases and users’ interactions with the artwork on the platform, creating a truly democratic art-market based on evolving trends.
The platform helps artists to break through the barriers of the arts market and share their artwork with a wide and engaged audience. Being a true social marketplace, the platform captures and measures popularity and trends driven by the community on Project Art – everybody can be actively engaged – and all interactions and purchases have an impact on the price development of the artwork.

Project Art – The Social Arts Market™ is free to use, no membership fees, no joining fees.

Artist Tom Wilmott’s view on Artrooms Fair

“(…) The art fair is a subject of great interest to me. Having worked for a gallery at numerous fairs both in the U.K. and abroad for many years, I have a good understanding of a dealer’s approach. Over the last decade or so the importance, scale, number and profile of art fairs has increased considerably. Of course the vast majority cater for galleries as exhibitors, rather than independent artists, and as such they are essentially high end trade fairs. Running a gallery is a costly pursuit. Above all an art fair represents an opportunity, often the best opportunity, for a dealer to make sales and in the majority of cases more people will visit one’s art fair stand in a week than would ordinarily pass through a permanent premises over the course of a couple of months (assuming one even has such a space). What’s more, many visitors to a fair will be very much open to the idea of making a purchase. The chance to make a relatively high number of sales in a short space of time cannot be ignored by the gallerist, and this is entirely understandable, particularly considering that most art fairs are eye wateringly expensive to participate in (stand fees alone can often reach tens of thousands of pounds, plus there’s shipping, staffing and so on). Thus, any gallery wishing to make good business decisions will approach an art fair with sales front and centre.

As an artist, one must look at this with pragmatism. Generally speaking the art fair does not offer the greatest curatorial value around. By its nature it cannot present a broad and even survey of artists working today and in terms of artists exhibited it cannot be an inclusive, meritocratic event. What it can be is a good gauge of the art that is selling at any one time. We know galleries will hang their stands to sell, and this is understood. For the vast majority of artists, ever seeing their work appear at an art fair is highly unlikely. First they would need to achieve gallery representation, and then they would need to be seen as one of that gallery’s prime commercial options. Of course only a tiny percentage of artists manage this, even with the significant growth of the art fair in recent years. I certainly have no expectation that my work might make its way into an an art fair via this, the established route. Furthermore, if it did, knowing what I do about the way galleries use fairs, I would consider it of little value beyond the commercial. For most artists I would suggest that the art fair represents very well all that is exclusive, inaccessible and unattainable about the fiercely commerce driven art world.

However there are now a small number of fairly young fairs that focus on independent artists as exhibitors, rather than galleries. This is of course a wonderful development for artists, even if the general structure is basically the same as those events that cater for galleries. Costs are still relatively high, so sales remain the main aim. This is where ArtRooms differs. ArtRooms offer exhibition space to selected artists for no fee, and for me this changes the game entirely. Such a gesture of support removes the necessity for exhibitors to consider the commercial side of their work at all if they so choose. Artists have the liberty to work with creative freedom and present something at an art fair that goes entirely against the rigidly prescribed commercial angle. ArtRooms have adopted what I understand to be an unprecedented approach to supporting artists – taking the most overtly commercial structure the artworld has thus far devised and turning it on its head for the significant benefit of the artists. They offer a very real route to exhibiting at an art fair without the traditionally associated financial risk and, by extension, the restriction on what can reasonably be exhibited. ArtRooms is a unique opportunity for artists to approach their work free of commercial burden, but still achieve the significant exposure that is unique to the art fair model. It is true that they charge a commission on sales, but even this is significantly lower than a traditional gallery fee and is of course only payable if the artist themselves makes a sale. Overall it’s a deal that, on a one to one basis, makes it practically impossible for the exhibitor to come out worse off than the fair. That’s pretty much unheard of in my book.

The potential outcome is significant. Aside from the obvious benefit to the exhibiting artists, the fair as a whole could well become one of the best examples of its type in terms of pure creativity. Artists have the opportunity to present work raw and uncensored. Work which has not been presented through the filter of gallery acceptability or given the commercial gloss that makes it a ‘marketable asset’. One can go to any number of art fairs and wind up seeing the same work, presented the same way, hung on the same temporary contract matt white partition walls. Their homogeneous nature is such that a fair in Hong Kong could just as well be a fair in New York or a fair in Basel in terms of content. However ArtRooms has the makings of something altogether different. It is accessible, fosters true creativity at source, and offers its visitors insights into the way an artist works like no other event of its kind.

So, these are my own thoughts on he subject, and why I believe that among the many, many fairs out there, ArtRooms deserves particular attention (…).


Source: Youngspace x Artrooms, by Tom Wilmott. You can read the full post here:

Image on Top: Detail of Tom Wilmott’s painting At least things can’t get any worse. 1.2 I. 2014. Acrylic & emulsion on canvas. 18.0cm diameter.

Mariana Sampaio: new studio in Caldas da Rainha

Mariana Sampaio, Artrooms 2017 edition’s portuguese selected artist and winner of the public vote, has recently opened her Mariana Sampaio Studio in mid-July, which is one of the projects the artist has been working on since September last year. Following the development of her practice in ceramics for the past two years, Mariana found it the most challenging and versatile material she has ever worked with. This discovery together with living in one of the Portuguese cities with the biggest ceramics tradition made her prompt to open her own ceramics and mixed media studio.

The studio is located in Caldas da Rainha, Portugal, in a council building that works as a hub for start-ups, being one of the many initiatives created to support young artists and more specifically new ceramicists in the region. Considering the region is thriving to be nominated the city of arts by UNESCO until 2020, Caldas da Rainha’s goal is to support emerging artists by facilitating them studio spaces where they can develop their practice, host exhibitions and be exposed to the market as residence artists. Mariana Sampaio is one of those artists: after working on a business plan and submitting her proposal, her project has been approved. She has now the support of Caldas da Rainha’s council and AIRO (Association of Business in the West Region), which allowed her to set up her studio with all the workshop facilities required to produce her work. The artist is also provided with some consulting hours on areas she doesn’t master, such as economy, finance and marketing, enabling her to better manage her business as an entrepreneur artist.

“To work in a hub for start-ups is definitely a plus, as there are any different types of company in the same building – contemporary jewellery, an industry of craft beer, handicraft, the development of cyber-protecting systems or an online market for fruits and vegetables. Working together in the same space allows us to mutually assist one another, sharing our contacts and promoting networking sessions among all of us.”
Mariana Sampaio

The studio is 52m2 and it combines all the facilities required for each step of the ceramic’s making process, from moulding plaster to sculpting the ceramic, including a glazing and painting area, a small oven that supports 80 litres, a showroom and a small office. Despite this, Mariana Sampaio Studio is a provisional space until 2020, when it will be moved to another space in the historial centre of the city, allowing the artist to have a wider working space, an area to host workshops and a gallery space with a shop open to the public.

“My goal will be not only to promote my own work but also to promote the work of other guest artists who are invited to do artistic residencies in the city.” she says.

Mariana Sampaio is now working on a project linked to her traditional roots – seaming and embroidery craftwork developed by the artist’s grandmothers, aunts and mother. Taking her female relatives’ work as inspiration, Mariana has been developing sculptures that present themselves as hybrid objects between the traditional arts & crafts world and the contemporary art world.

“At this point, I find myself in an introspective stage of production, and I have decided to put national and international exhibitions on hold for a little while.” Despite that, some of the artist’s ceramic pieces will be on show at one of the big events promoted by Caldas da Rainha – Feira dos Frutos e da Cerâmica (Fruits and Ceramics Fair). From 18th to 27th August, D. Carlos I park, the green heart of the city, will open its doors to several exhibitions, cultural activities, the display of fruity products and live music, inviting the public to see what the city has best regarding culture and farming.

Focus On: Pakistan at Artrooms London 2018

Profound Reflection

by Unab Sumbal


The Artrooms Fair is deligted to announce that as one of the Highlights of the 2018 Edition, we will be hosting Focus On: Pakistan. Curated by Zara Sajid at MyArtWorld, a platform for established and emerging artists, Focus On: Pakistan will be a group exhibition showcasing the latest artistic movements in the sub-continent.

Focus On: Pakistan has ignited a spark of enthusiasm amongst all candidates since day one, seeing over hundred applications in the first two weeks of the open call. Situated in South-Asia, Pakistan, officially known as the Islamic Republic of Pakistan, is the sixth most populous country in the world and has several diverse ethnic groups, which consequentially results in an eclectic mix of contemporary as well as traditional art being poured in the form of oil & acrylic paintings on canvas & wood, digital art, mixed media, ceramic sculptures, miniature paintings, print making and photography works, bringing together an interesting combination of mediums and concepts.

In the words of the curator Zara Sajid: “The assemblage of art is one of the most complex yet invigorating experiences. By virtue of being a mixed media artist myself, I envision art to break all norms and boundaries. The key element of the art prevalent in the sub-continent is its richness and attention to detail. Contemporary Pakistani artists have, however, dabbled in modernist art techniques and explored various mediums very successfully today. This country has produced maestros of art in their respective realms. My effort is to bring all such artists on to the same bandwagon as emerging artists to showcase their work on a global platform after a thorough process of screening and selection. “

For more information about MyArtWorld,


                              Untitled                                                                                                                                   Bounty Hunter

                     by Tahira Noreen                                                                                                                      by Omar Gilani

Otgonbayar Tsogt and Gillian Hyland at Sunny Art Prize Exhibition 2017

The Sunny Art Prize is a global initiative that lends artists the opportunity to showcase their talents to a wider audience. Our committee of established judges has selected thirty varied artists who expertly use a wide range of media including ceramics, sculpture, painting, jewellery, photography and mixed media art. These artists are an example of the cultural diversity that endures in our increasingly homogenous world. 
The Sunny Art Prize has emerged from a desire to explore how contemporary art is shaped by our hyper-connected, protean world. This curiosity extends to the way in which 21st-century art interacts with tradition. This year’s Sunny Art Prize will, therefore, showcase pieces of fine art that engage with past artistic tradition in contemporary terms.
The exhibition will take place at Sunny Art Centre (30 Gray’s Inn Road, WC1X 8HR London) from the 9th August – 4th September 2017, and the opening reception will be next Wednesday, the 4th August between 6-9pm. Exhibiting artists include Artrooms 2017’s selected artists Otgonbayar Tsogt and Gillian Hyland.

Welcome to ArtistsInfo

The Artrooms team is delighted to introduce you, a platform committed to promote artists globally. To support you, ArtistsInfo will pay your application fee to the Artrooms Fair and in case you have already applied, you can still use this offer to register at a reduced fee.
– If you have not applied yet, register on for the special fee of £39.99 (instead of £59.99) and get a free application for the Artrooms Fair. When registering on use the CODE: ARTROOMSENTRY ( *)
– If you have already applied to the Artrooms Fair and want to join ArtistsInfo, please use CODE ARTROOMS20 to get £ 20 off ( *)


* The offer is valid for annual membership option only.  – Global Artist Guide
Finalist in the Chamber of Commerce Business Growth Award 2015 & 2016 – Winner of the Business & Community Awards Business of The Year 2014
– Scoot Headline Award Winner 2014 – BLB Best Online Art Gallery Award Winner 2012

Matt Greenwood at Falmouth University Degree Show

Matt Greenwood (Artrooms 2017 Selected Artist) will be exhibiting for his Degree Show at Free Range this Thursday (23 June) at The Old Truman Brewery in London.

Having recently graduated from Falmouth University, he will be showing his most recent series “Field Work” alongside his University cohort in which they have formed a collective under the name BRIK – for the event.

Private view starts at 6pm onwards.



Hailing from Falmouth University, cast out on the south shores of Cornwall, BRIK consists of a grouping of 64 young photographers all standing in the same position, looking in different directions. With work that moves across disciplines, BRIK explores all corners of photography, while still holding steadfast at its centre the medium’s unique power, beauty and controversy. Feet firmly placed on the ground and a long neck putting our heads in the clouds, our work is both a creation and an observation, forming new and neoteric ways of seeing and representing the world around us. We see the relationship between ourselves and our surroundings completely involuntarily, seeping into our unconscious and affecting our judgment, steadily evolving.




The Old Truman Brewery

91 Brick Lane


E1 6QL



The show will run from 23rd June to 26th June 2017, 10:00am- 4:00pm.

Private View is Thursday 22nd June 2017, 6:00pm- 10:00pm.