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Crossroads art fair relaunches in London the week before Frieze
Liv Vaisberg, 2017. Photo by Pablo Cepeda.

LONDON.- Crossroads announces a new artistic direction, returning to London from 30 September to 4 October at Victoria House Basement. The art fair is being transformed by new director Liv Vaisberg, who brings a vision for a curated fair to show emerging and mid-market galleries in the best possible conditions.

Vaisberg comes to Crossroads having previously co-directed Independent Brussels and co-founding Poppositions in Brussels, which was conceived as an experimental counterpoint to mainstream art fairs. She states: “The decision to turn Crossroads into something completely new came from a desire to make it more relevant to London. I strongly believe there is a role for a small and focused fair that will gear all of its efforts towards the emerging and mid-sector galleries, where some of the most exciting artists’ works are to be found. So far, the support for this initiative has been incredible.”

Alejandro Zaia, founder and former director of Crossroads, commented: “We welcome Liv and believe that her youth and experience will be key to the success of this new stage of Crossroads. We trust that her curatorial focus and deep knowledge of the new collections and our target market will project Crossroads to the next level.”

Crossroads aims to feel more like an exhibition than a traditional art fair, showing just 35 galleries and appointing curator Maitreyi Maheshwari, who also runs the programme at the Zabludowicz Collection, to shape the proposals for the space. Maheshwari says: “The aim is to create an atmosphere that presents work in the best possible way within the context of a fair. Victoria House Basement is a beautiful, industrial space full of particularities in which the art can interrelate and breathe.”

The fair is supported by a prestigious Selection Committee composed of: Aaron Cezar, Director Delfina Foundation; Lisa Le Feuvre, Curator, Writer and Editor; and Eugenio Re Rebaudengo, Collector and Founder of online platform ARTUNER.

Galleries are encouraged to show solo booths, shared presentations and dialogues conceived around the particularities of the space. The emphasis is on proposals that put forward intersectionality and show a geo-political stance.

“Crossroads is relaunching itself among a new generation of art fairs, focusing on more intimate encounters and stronger curatorial approaches. The jury — as well as the fair’s curated sections — represents this shift, which will provide London with a new diversely global fair.” (Aaron Cezar)

“Testing ideas and making great art public are at the heart of Crossroads. It is such a pleasure to be invited to be a part of the selection commitee of this visionary approach to a fair” (Lisa Le Feuvre)

Taking place in Bloomsbury in the days immediately before Frieze, Crossroads targets a London audience of UK and international art enthusiasts. The list of exhibitors for Crossroads 2017 will be published later this summer.

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