“Art fairs represent as much as one quarter of total annual art sales worldwide—the figure is slightly over $13 billion annually. And fairs account for over 40 percent of most galleries’ annual revenue. Total art fair attendance numbers are in the millions and will only increase. If we accept that fairs are a kind of new cultural institution, cultural institutions of the future, say, then we should ask ourselves: What do we want these new cultural institutions to look like and how can they serve this diverse and growing audience?”