(Embassy of Israel, Berlin)
The collaboration between the Fresh Paint and Preview Berlin art fairs, held in the German capital on September 9-11, 2011, was highly successful - a harbinger of Fresh Paint's activities in the international art field intended to increase exposure of the Israeli fair and to create new contacts abroad. The collaboration was initiated by "schir - art concepts", directed and led by Friederike Schir, who promotes artistic relations between Israel and Germany.
During its four days, Preview Berlin featured 61 galleries from 15 countries worldwide, and attracted more than 10,000 visitors. Video Art Box by Fresh Paint was held in the fair's central square, presenting contemporary video-art by Israeli artists addressing a wide range of issues pertaining to Israeli culture and society, from a personal point of view, a story, or an impression. Featured artists included Nurit Sharett & Tami Gross, Nir Evron, Keren Gueller, Zohar Elefant, Irina Birger, and Roy Menahem Markovich. The last three arrived in Berlin for the fair's opening. The exhibition attracted great interest and received favorable responses.
Fresh Paint thus received major and extensive exposure before an international audience. The Fresh Paint team created contacts with curators, gallery owners, collectors, and other key art world figures who expressed their profound interest in the video program as well as the Fresh Paint Art Fair, and voiced their desire to visit Tel Aviv and to attend Fresh Paint 5, scheduled for May 2012. As part of Preview Berlin, Fresh Paint initiators and directors, Yifat Gurion and Sharon Shafir, were invited to participate in a professional panel discussion about the Israeli art field, which drew scores of listeners and lively interest.
We are looking toward expanding the collaboration with Preview Berlin next year. The possibility of a "Focus on Tel Aviv" in the German fair and a "Focus on Berlin" in Fresh Paint is also being studied, as well as initiating a gallery exchange: up-and-coming galleries participating in Preview Berlin will be invited to participate in Fresh Paint, and Israeli galleries will be invited to the Berlin fair.
As part of the collaboration, Fresh Paint and schir conceived of a special program for an art tour in Berlin for Israeli collectors and art lovers. The tour was held concurrent with the art fairs in the city and the opening of the exhibition season in Berlin's numerous galleries, museums, and exhibition spaces. During the fascinating program, which included private guided tours in leading art venues in the city, personal and professional contacts were made with curators and directors of leading spaces, among them Berlinische Galerie, Deutsche Guggenheim, Bunker Berlin, KW, etc. The program was termed a tremendous success.