Each year in New York, the Armory Show represents a return to the art fair calendar after the industry takes its standard summer break in August. VIPs are descending on the Javits Center, which is due West of Hudson Yards and overlooking the Hudson River
There, over 235 exhibitors will converge tomorrow for the VIP preview to show crowds their wares, and hopefully impress them and lock in some sales. Summer vacations were lightly rattled by news about a market slowdown both in and outside the art world, which will surely be talking points going into the fair.
But that is not the only reason that the 2024 edition has industry insiders watching closely. It is the first iteration of the fair that will be managed completely under the ownership of art fair conglomerate Frieze, which bought up the fair along with EXPO Chicago last summer. There’s also a new leader at the helm. After an eight-year run, veteran director Nicole Berry stepped aside this March, and this summer it was announced that Kyla McMillan, a former David Zwirner staffer, would be taking her place.
A slew of preview emails have circulated well before the fair is even finished setting up, as standard practice dictates. Many of the galleries showing work are angling for a younger collecting crowd, one that is more interested in emerging artwork at affordable artworks. “The Armory draws individuals who are beginning to learn about the art market or making their first purchase,” Christine Messineo, the director of Frieze New York explained earlier this year. “Alongside insiders and professionals attending to learn from the curated sections.”