Building a New Audience for an Established Fair


The IFPDA Fine Art Print Fair is the largest international art fair celebrating more than 500 years of printmaking, from the 16th century to new editions by today’s best-known artists. Sharp has represented the IFPDA and Fine Art Print Fair since 2018, and with new leadership at the helm in 2019, the IFPDA turned to Sharp to revitalize the fair's image and expand its audience.

Our Solution

Through innovative media, social influencer and programming campaigns, the Agency was able to establish a fresh and renewed reputation for the Fair and expand its existing audience. We leveraged the fair’s exceptional site-specific installation by the artist Swoon and programming by big-name artists such as Jeff Koons, Mel Bochner and Jim Dine to highlight the fresh energy and broad appeal of the category.
For the first time, we designed and deployed a high-energy social influencer program that brought industry insiders behind-the-scenes leading up to the fair and gave them special access to on-site events like Young Collectors Cocktails. The content sparked interest among new, younger audiences and broadened the appeal of the fair overall.
Top tier media were granted exclusive access, generating in-depth feature coverage in outlets including The New York Times, The Financial Times, Barron’s, New York Magazine, and Architectural Digest, and more.

The REsults

The fair enjoyed its most robust edition in many years, with record attendance and unprecedented traditional and “new” media coverage.
Influencer Activations
Social Posts
Unique Stories
Media Impressions