Draft 2017 Exhibitor Proposal

CONFIDENTIAL I © MASTERPIECE LONDON

ABOUT MASTERPIECE 

Masterpiece London launched in 2010 with a unique focus on crosscollecting. 

Over the past seven years the fair has established itself as the 

strongest platform to showcase masterworks with superb provenance 

from across every major discipline, making it stand out amongst 

international art fairs. 

Masterpiece is a multi-faceted art fair that is unique in its combination 

of over 5,000 years’ worth of art history, jewellery, furniture and design 

from antiquity to the present day. This fusion of heritage and culture, 

tradition and the contemporary provides a unique experience and attracts 

eminent collectors and ultra high net worth visitors with an appetite for 

art, antiques and design. 

As Masterpiece continues to innovate and grow its reputation both 

nationally and internationally we welcome you to join us in 2017. 

Please watch our 2017 video below. 



2016 FAIR SUMMARY 

• Over £100 million in sales accross all collecting categories. 

• 156 carefully selected world-class exhibitors representing the very 

best in art antiques and design. 

• Approximately 37,000 visitors attended Masterpiece London in 2016. 

More than 220,000 visitors have attended Masterpiece over the past 

seven years. 

• Over 6,000 individual Patrons have attended the fair since the 

Patron Programme was introduced in 2013 and 2016 saw a 25% 

increase in attendance compared to 2014.* 

• Each year more than 200 leading international museum directors 

& curators visit Masterpiece with over half of exhibitors reporting 

serious interest from museums 

• Global press campaign resulting in high profile coverage in leading 

national and international publications 

• Over 400 members of the press attended in 2016. 

• A wide range of over 100 events at Masterpiece 2016 

• A highlight of the London summer season taking place alonside key 

auctions and art world events 

"Masterpiece is a wonderful fair with a very eclectic combination of 

antiques, antiquities & design. It has built up a very fine reputation 

over the six years of existence... it attracts the most amazing people 

internationally. It has become a real destination." 

Axel Vervoordt, 2016 Exhibitor 

*Our Patrons comprise UHNWI & HNWI nominated by Masterpiece London, our exhibitors, 

our Principal Sponsor, the Royal Bank of Canada & other select sponsors. 



EXCEPTIONAL EXHIBITS AND 

WORLD-CLASS EXHIBITORS 

With museum quality works for sale across all disciplines Masterpiece 

has become the preferred buying platform for both overseas collectors 

and London's international high net worth clientele. 

There is no 'zoning' at Masterpiece, which means that our exhibitors 

benefit from a unique cross collecting arena in which high calibre 

international art, antiques and design galleries are placed side by side. 

Richard Green 

Axel Vervoordt 

Dickinson 

Offer Waterman 

Agnews 

Tornabuoni 

Dutko 

Robilant + Voena 

Ariadne Galleries 

Thomas Gibson 

Fine Art 

Cesare Lampronti 

David Gill Gallery 

Wallace Chan 

Alessandra di Castro 

Offer Waterman 

Lowell Libson 

Hemmerle 

Galerie Chenel 

Mazzoleni 

Blain|Southern 

Ariadne Galleries 

The Fine Art Society 

Sam Fogg 

Adrian Sassoon 

Stephen Ongpin 

Charles Ede 

Steinitz 

Stair Sainty Gallery 

Robbig Munich 

Safani Gallery 

Van Cleef & Arpels 

Waterhouse & Dodd 

Rupert Wace 

Peter Finer 

Osborne Samuel 

Modernity 

Blairman 

Ronald Phillips 

Masterpiece is going from strength to strength; the 2015 edition 

delivered the best visitor traffic growth rate among its peers, with 

8,900 attending the fair in the first day... the MCH Group that owns 

Art Basel should pay attention. Masterpiece operates in a strategic 

London market and has been very successful in blending fine art, 

design, and antique categories under one roof...” 

Skate's Art Fairs Report, Summer 2015 



2016 SALES HIGHLIGHTS 

Masterpiece London 2016 saw strong sales across a broad range of 

collecting categories, from antiquities to contemporary art. Exhibitors 

commented on the international clientele and notable attendance of 

museum professionals. 

Over 400 sales were reported to the Masterpiece team throughout the 

duration of the fair. 

90% of exhibitors reported significant sales 

Average of 10.4 sales per exhibitor resulting in an average of approx 

£350,000.00 in sales per exhibitor with a further £250,000.00 in sales 

expected post fair. 

Many exhibitors reported serious interest from museums 

Sales of works by Warhol, Kandinsky, Henry Moore, Dufy, Paolo Scheggi, 

Chun Kwang, Kenneth Armitage and Castellani 

Important pieces of 20th century design from masters including Gio Ponti, 

Lalanna, Jacob Bregno, Line Vautrin, Giacommeti 

High level sales of museum quality ancient works of art including a colossal 

head of a goddess for £1,100,000 

Rare jewels attracted buyers with seven figure sales of unique pieces by 

JAR and Faberge 

“Sale reports at Masterpiece...six-figure sales for furniture, 

antiquities, contemporary art had been reported by the 

weekend.” 

Colin Gleadell, The Daily Telegraph, July 2016 



LONDON DURING MASTERPIECE 

Masterpiece sits within the extensive grounds of the historic Royal 

Hospital Chelsea, at the heart of the Royal Borough of Kensington and 

Chelsea. 

London in June and July is a leading international travel destination, 

offering an unparalleled selection of cultural and sporting events and 

the month of July sees more multi-millionaires visit (defined as having 

over $10M+) London than any other month. * 

This is due, in part, to the influx of corporate and private buyers from 

over 75 countries, drawn to the global auction houses' major evening 

sales in June and July, as well as sporting and cultural events, such as 

Wimbledon and Ascot and other art fairs that coincide with Masterpiece 

London. As a result, Masterpiece London 2016 welcomed the most 

international audience to date. 

• Premier auctions in June and July include: Impressionist, Modern, 

Contemporary and Old Master Paintings; Russian Art and Chinese Art; 

Important Jewellery & Watches and Private Collection sales 

• Other art fairs and events in the capital in June include: London Art 

Week; Art Antiques London; Olympia International Art & Antiques Fair; 

Brown's London Art Weekend 

• Sporting events include: Royal Ascot; Wimbledon; Polo in the Park; 

Goodwood Festival of Speed 

"Masterpiece is a young and dynamic and fast growing fair. We invited 

many Chinese collectors and art lovers from the Chinese communities 

in London. They all appreciated very much visiting the fair and some 

came several times to visit all the stands. We are confident we will 

have more Chinese visitors next year." 

Wallace Chan (new 2016 exhibitor) 

Royal Bank of Canada Lounge, 2016 

* Source: Knight Frank Wealth Report 



INTERNATIONAL MUSEUM 

PRESENCE 

Masterpiece London places an emphasis on presenting museum-quality 

works and ensuring that the fair is attended by representatives from 

the most respected cultural institutions around the world. Over 200 

international museum curators and directors attended in 2016, leading 

to numerous reports of major acquisitions. 

2016 museum presence included delegates from: 

British Museum 

The Courtauld Gallery 

National Gallery 

Fitzwilliam Museum 

Hermitage Foundation 

J. P. Getty Museum 

LACMA 

Metropolitan Museum of Art 

Rienzi Museum 

Minneapolis Institute of Art 

Musée des Arts Décoratifs 

The Groeningemuseum 

New Orleans Museum of Art 

Museum of Fine Arts, Houston 

Toronto Museum of Art 

Museum of Fine Arts, Boston 

Peabody Essex Museum 

Royal Academy of Arts 

Pallant House 

Royal Collection 

Serpentine Gallery 

Rijksmuseum 

Art Institute of Chicago 

Sir John Soane's Museum 

Louvre 

TATE 

Indianapolis Museum of Art 

Sainsbury Centre 

National Portrait Gallery 

Victoria & Albert Museum 

Yale Center for British Art 

Wallace Collection 



EXHIBITOR BENEFITS 

Masterpiece London works hard to deliver a positive experience for each 

exhibitor, the team strives to maximise your commercial opportunities 

and promotional exposure with... 

ü A dedicated page on masterpiecefair.com with complimentary, 

unlimited stock listings 

ü Listing in the Masterpiece magazine, print run: 30,000 and 

opportunity to purchase a half price full page advert 

ü 10 Patron Packs, admit two (value: £500 per pack), unlimited 

entry, exclusive benefits and early access for Patron Card Holders 

ü Generous allocation of Preview Day invitations, admit two 

(value: £200 per ticket) 

ü Unlimited general admission invitations to invite clients, admit 

two (value: £56 per ticket) 

ü Opportunity to feature in the 2016 advertising campaign, if 

appropriate 

ü Regular contact with PR and Marketing team to ensure experience 

of exhibiting at Masterpiece London 2016 is maximised 

ü Inclusion in a highlights press release announcing XXX's 

participation in Masterpiece London 2016 

ü Inclusion in an email shot promoting XXX to Masterpiece 

exhibitors, partners and public databases 

ü Press coverage where appropriate in both the UK and international 

print and online media and social media promotion 

ü Introductions to sponsors and partners where appropriate to 

assist with the creation of further alliances 

ü Opportunity to host talks, be part of partner tours and discussions 

and discount rate on event spaces 



GLOBAL PRESS CAMPAIGN & 

CONSISTENT SOCIAL MEDIA 

In 2016 Sutton PR, our PR agency, actively secured over 70 pieces of 

high quality, international and domestic editorial. The quality of these 

publications reflects Masterpiece’s international HNWI target market. 

• 400 journalists attended Masterpiece London 2016 

• International newspapers included: Wall Street Journal, US/Europe/Asia; 

NY Observer; FT Weekend, House & Home; FT Weekend, Collecting; 

Handelsblatt; Neue Zürcher Zeitung; Welt am Sonntag; International 

New York Times 

• National newspapers included: Telegraph Luxury; the Saturday Times 

and the Saturday Times Magazine; the Sunday Times, Culture; the Daily 

Telegraph 

• Key trade and consumer publications included: The Art Newspaper, Art 

Market; Art Newspaper Online; Apollo; the Art Newspaper, International 

Fair Report; the World of Interiors; Harper's Bazaar; and Cultured 

• Online and broadcast included: Artnet News; Forbes; Harper's Bazaar 

Online; Wallpaper*; CNN Style 

The official hashtag, #MPL2016, was seen by a global audience of over 

3.5m users over the course of the fair 

• Collector and leading taste-maker Manfredi della Gherardesca led our 

Instagram Takeover for the Preview Opening, resulting in increased 

exposure to a targetted following 

• A special early morning opening was organised for 8 influential 

Instagrammers from lifestyle, luxury, art, antiques and interiors 

backgrounds. Over the course of the fair these posts reached a total of 

474.2k followers, gaining 6,095 likes and 117 comments. 



EXTENSIVE TALKS AND 

EVENTS PROGRAMME 

Masterpiece carefully selects partnerships that enhance the client 

experience, develop international awareness of the fair and draw new 

collecting audiences. This year Masterpiece held over 100 events within 

the fair over the course of eight days. Events were varied and included 

the following highlights: 

• Patron & Curator Evening offering top tier clients an exclusive first 

view of the fair prior to the Preview 

• 20 events hosted by clients of the Royal Bank of Canada, attended by 

approximately 690 guests 

• A dinner at Le Caprice for a group of 20 guests from the Metropolitan 

Museum of Art in New York and lecute hosted by the European 

Sculpture and Decorative Arts Department 

• The Children in Crisis private dinner and auction, which raised over 

£250,000 for the charity 

• The British Fashion Council, Fashion Trust reception and panel 

discussion for 120 guests 

• Two days of Perrier-Jouët, Chivas Regal and Bompas & Parr tastings in 

the Lecture Theatre, designed by Katharine Pooley Ltd. 

• Gentleman's Journal cocktail event on the Perrier-Jouët Champagne 

Terrace, attended by 250 guests 

• Champagne receptions by a range of partners including Uniqa, Savills, 

AON Private, the Wallace Collection 

• Private tours for collectors and high profile guests 

• Daily exhibitor talks and highlight tours 


SPONSORS & PARTNERS 

Over the course of six years Masterpiece London has carefully established 

relationships with Sponsors and Partners that both expand the reach of 

the fair and draw new and diverse audiences to the event. 

Masterpiece's partnerships provide exhibitors with the opportunity to 

meet influential companies and institutions and engage with audiences 

from a variety of sectors. 

PRINCIPAL SPONSOR 

2016 Sponsors and Partners include: 

• Architectural Digest 

• Billionaire.com 

• Claridges 

• The World of Interiors 

• Savills 

• The Metropolitan Museum of Art 

• JLT 

• The Robb Report 

• Sir John Soane's Museum 

• Gentleman's Journal 

• Perrier-Jouet Champagne 

• Quintessantially Lifestyle 

• Royal Academy of Arts 

• Royal Collection 

• Serpentine Gallery 

• Rijksmuseum

Draft 2017 Exhibitor Proposal

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