Every September, The Armory Show transforms New York into a global art hub. This year, two of our associate advisors walked its aisles, returned with notes, and sat down with our team to reflect. What struck us most wasn’t only what we saw, but the questions we continue to ask as we help clients navigate fairs like Armory and the art market at large.

The Role of the Advisor at the Fair

For collectors, art fairs can be overwhelming: thousands of works condensed into a few days, with most of the high-value pieces disappearing during the preview. That’s where an advisor comes in.

Scouting and discovery: We search for new artists, emerging voices, and the relevance of their practices in today’s market.
Educating and contextualizing: We not only identify the right works, but also place them within a broader narrative - helping clients understand why a particular artist or gallery matters.
Navigating the fair environment: Acting as a liaison between galleries and clients, we simplify an intimidating process, whether the client joins us onsite or relies on our reporting afterwards.

Ultimately, we transform the fair into a curated, digestible experience tailored to each client’s interests and goals.

Which Fairs Matter Next?

The Armory is just one stop in a global circuit. Advisors must ask: which fairs make sense for our clients in the coming months?

Aspen and Miami: Both fairs are essential touchpoints for our geographic reach, blending international visibility with strong regional presence. Miami remains a cornerstone of the global fair circuit, while Aspen is rapidly emerging as a strategic destination to watch.
Independent fairs: Beyond Armory, smaller curated fairs often provide a more intimate look at artists who may not yet be on the blue-chip radar. These opportunities shouldn’t be overlooked!

Our role is to help clients decide not only what to see, but where and when to engage.

The Art (and Energy) of Planning

Fairs demand stamina. A day without a plan (or, in our case, a La Mercerie chocolate chip cookie and several Cha Cha Matchas) quickly devolves into fatigue. We advise clients to map out itineraries, focus on key galleries, and take time to process. With an advisor, the fair becomes not just manageable, but enjoyable. The goal is always to make the experience - whether on the ground or in our recap - digestible, memorable, and aligned with the client’s collecting journey.

The Shifting Landscape of Fairs

Another question lingers: why did some galleries sit out this year’s Armory Show?

The answers point to deeper undercurrents:

Rising booth costs make participation difficult for mid-size galleries.
Some prioritize Basel or Frieze, where collector footfall promises higher returns.
Others are exploring digital channels or staging parallel exhibitions in the city.
Meanwhile, regional niche fairs are on the rise, offering alternatives to the mega-fair model.

As advisors, understanding these dynamics is crucial. They shape what clients see at the fair and, equally important, what they don’t see.

Looking Ahead

Our work doesn’t stop at scouting artworks. It’s about asking the right questions: Which artists matter now? Which fairs are worth the energy? How can the experience be curated to bring meaning and joy to a client’s collecting journey?

The Armory Show 2025 reminded us that in a crowded, shifting art landscape, thoughtful advising is more essential than ever.