What Does It Take to Keep Art Basel on Top?

This week the art world descends on Basel, a Swiss city on the Rhine River, where the latest edition of the world's most important modern and contemporary art fair is taking place. We're talking about Art Basel, of course. Its 290 exhibitors include all the top galleries of the world. It's a place where you can see and buy museum-quality Picassos and Warhols next to still-wet-paint by emerging artists, though there's not as many of those lately. Major collectors like Don and Mera Rubell are there, and so are celebrities like Kanye West and James Franco.

At the center of it all is Noah Horowitz, who has been CEO of Art Basel since 2022. Noah and senior writer, Katya Kazakina, have known each other for years, throughout which he has stood at the helm of various art fairs, starting with the first online art fair called VIP in 2010. In 2011 he became the executive director of the Armory Show in New York and remained in that role for almost four years until 2015. He then advanced to Art Basel, becoming its head of the Americas, which put him in charge of Art Basel Miami Beach, the largest contemporary art fair in the United States. In 2021 Sotheby's hired Noah to lead the gallery and private dealer services worldwide, but he stayed for just a year before returning to Art Basel triumphantly as its chief executive. Noah is also the author of the book Art of the Deal: Contemporary Art in a Global Financial Market, published in 2011.

For many years, Art Basel ran three art fairs, the original one in Basel, second one in Miami Beach, and the third one in Hong Kong, but in the last couple of years it added a fourth fair in Paris, and just this year another one in Qatar, raising questions about its expansion model and sustainability. It also introduced a new platform, Zero 10, for digital art, and the Art Basel Awards. Noah and Katya discussed the changing art market, digital art, and the strain art fairs place on mid-tier galleries.