Affordable Art Fair: The beginner's art fair

Chris Carter discusses the dos and don'ts of collecting art with Hugo Barclay of the Affordable Art Fair, among other topics

Frieze London (October 1418, 2026) is the most prestigious, lucrative, and glamorous of the major art fairs that take place in London each year. Last week's London Art Fair is a little more laid back. And welcoming the neophytes to the world of art collecting is the Affordable Art Fair smiling, approachable and fun.

The first edition of the Affordable Art Fair was held in Battersea Park in October 1999 and it has since spread to 16 cities worldwide, with Houston, Texas, added to the list this year. However, there are actually three affordable art fairs in London: one in Hampstead, north London, and two in Battersea, near the River Thames, in the spring and fall. The next Fair is scheduled for March 48, 2026, in Battersea. Last week, I met up with Hugo Barclay, the Affordable Art Fairs UK fair director, to find out more.

The director of the Affordable Art Fair in the UK is Hugo Barclay.

Hugo Barclay, director of the Affordable Art Fair in the United Kingdom.

According to Barclay, "were mostly gallery-led, which means galleries take a space at the fair to promote their artists." Artworks from 900-1,000 artists are typically on show across the galleries, so there is "a huge amount of stuff to see". Additionally, the Affordable Art Fair takes great care to avoid making art "intimidating." A print can be purchased for as little as £100 by first-time buyers, while the highest price point for artwork is £10,000. "So, the idea is that you have at least some money." There will be something for everyone, no matter how rich you are," he says.

Galleries have to "rotate 90 percent of their roster of artists" between the Spring and Autumn editions to keep the offering "fresh". And galleries must also put prices on artworks, because negotiating a sale with a gallery can be "daunting" for the uninitiated. Can you still haggle, I ask.

A "conversation you have with the galleries" is what Barclay refers to. It "depends on the gallery and their relationship with the artist", as well as demand for similar pieces.

The Affordable Art Fair is a grand day out in London.

An inexpensive art fair.

However, the Fair isnt all about art. "It's a day out," he declares. Visitors can buy "nice food and we do some talks, we do tours and workshops, as well as in the evenings to bring in the late crowd". In particular, weekends are dedicated to family. Children can learn about art by following an "art trail" through the activity packs available at the fair.

Barclay had no trouble learning about art as a child. His parents were both artists who relocated to southwest France from Britain. "A Sayed Raza," an Indian artist who worked in France for sixty years starting in the 1950s, was one of my first purchases. He remarks, "It's such a beautiful, abstract work and I guess it just resonated with me." However, purchasing art doesn't always require "love at first sight." Sometimes a piece of art resonates with you, and other times it doesn't.

There has to be a "level of pragmatism" involved when "unpacking stories", he says. Put another way, sometimes an artwork grows on you. Barclay now lives in Edinburgh with his collection of 60-odd pieces.

The desire for art is expanding.

A painting from AAF Battersea Autumn's Gagliardi Gallery.

Can the lower end of the art market in London support three Affordable Art Fairs, I ask. "Its worked so far," he says. "At the autumn edition in Battersea in October, we had the best-ever fair in terms of art sales. We generated 5.5 million-worth of art sales. The upper end is frequently the focus of the media, but this isn't a true representation of the entire market. " The Affordable Art Fair has commissioned market researchers ArtTactic to produce a report. "Everything that occurs in the world has the potential to cause anxiety. " Barclay feels the therapeutic nature of buying art is also helping to drive sales at the Fairs. "Theres definitely an appetite," he says.

And do the Hampstead and Battersea Fairs draw different crowds? "From what I hear from galleries," the Hampstead crowd is "a little more discerning for whatever reasons," whereas Battersea draws people from Surrey and the surrounding area, frequently "slightly younger families" who might be looking to add some color to a new home they've purchased. Additionally, shuttle buses from Sloane sq\. are operated by The Fair "so we get the Chelsea locals who come over as well."

The dos and donts of collecting art.

Affordable Art Fair.

So, what are the "dos and donts" for anyone visiting the Affordable Art Fair for the first time? "Dont come in a rush" is the first thing. Bring a friend who is receptive to new ideas.

Barclay says, "I don't think art is necessarily about you and the art in isolation. "It's about discussing art with others. "Probably about honing your taste" is the third point, he adds. "Naturally, when you have 900 to 1,000 artists under one roof, theres going to be a decent portion, possibly 80 percent, that maybe dont resonate with you. And thats okay. " But by filtering out those works, you can discover what you do like.

Can buying a work of art be viewed as an investment? "Id probably steer away from investment when it comes to starting," says Barclay. But do go out and explore. One of the pitfalls is assuming you can start collecting "from your sofa" via online auctions. "Theres nothing better than seeing work in person and talking to the gallery. At an art fair, you can do that at scale. " There may also be a visiting gallery from South Korea, for instance. You wouldnt usually have that kind of opportunity on your doorstep. A quarter of exhibiting galleries "come from abroad".

Another benefit of the Affordable Art Fair is being able to view works from recent graduates, particularly at the Autumn edition at Battersea in October. "We work with an external curator, wholl go to lots of art schools and select some artists who she wants to showcase and then we give them their first platform," he says. Thats a "really great opportunity" for the graduates to establish a name for themselves, because 20,000 people are going to see their work first-hand.

"Youre not going to get that on most high streets. " But "do start local," says Barclay. "Most people dont realise how much is available on their doorstep from a cultural perspective. "

Collectors can sign up for galleries' mailing lists to learn about the opening dates of their exhibitions and visit "open studios" to observe and converse with the artists while they work. Barclay is a trustee at Edinburgh Printmakers, a 60-year-old organisation.

"This is a good place to see exhibitions, see the artists, maybe do a printmaking course," he says. "Thats a great way to hone your taste. Apart from that, though, the Affordable Art Fair is "a really convenient place to see a lot" at once.

The Battersea Spring edition of the Affordable Art Fair runs 4-8 March 2026, when artists Christine Relton and Tom Marine who go by a joint artist name of Relton Marine will be creating a bespoke installation. The Affordable Art Fair, Hampstead, runs 6-10 May 2026. Adult general admission is 14, visit affordableartfair . com for details.
If you are "curious and open-minded, definitely come along".