This weekend, visitors to the fourth edition of Art Düsseldorf might notice more than a fair share of selfie stick holders (pun intended!). While at first glance they might appear to be a swarm of influencers, these phone-toting art lovers are actually Art Düsseldorf’s newly introduced digital art guides.

Essentially remote docents, the newly inaugurated guides will allow collectors to comprehensively explore the fair with just one click. Via cell phones, the art guides will bring collectors and VIPs into booths via Livestream, connect them with gallery owners, and provide background information on the works on view. Their virtual tours will be tailored to the interests and desires of the collectors.

What’s more: Collectors can virtually “drop in” using the service anytime during opening hours of the fair. The goal of the art guide service is to create an atmosphere where remote attendees can react flexibly and spontaneously to the fair. Additionally, all works on view at Art Düsseldorf will simultaneously be presented in the fair’s online viewing rooms, improving access for remote collectors. 

Courtesy of Art Düsseldorf.

“With the virtual services, we are creating real interaction for digital trade show visits,” said Walter Gehlen, the fair’s director. “I am convinced that personal communication and exchange are essential when it comes to art. With the intelligent use of digital tools, we connect collectors worldwide with Art Düsseldorf, serve individual wishes, and promote personal dialogue.”

And there’s a lot to dialogue about this year: The fair features 85 galleries from Germany and abroad. Some 26 are participating for the first time, with 10 teaming up for joint booth presentations. Whether in person or via one of the new digital art guides, there’s plenty to explore.

Art Düsseldorf takes place April 8–10, 2022. Click here for more information.