How can customers who do not come to Tefaf discover their stand? At Artbasel, collectors of modern and contemporary art are familiar with online shopping, without physically seeing the piece. But in Maastricht, the process has not yet become part of society. With an average clientele rather old, this traditionalist fair is not at ease with the virtual world. But, faced with the repercussions of the coronavirus, she had to find solutions to work differently.
"Our habit has always been to remain extremely discreet, keeping objects hidden until the day of the opening, to create the effect of surprise," explains Marella Rossi, partner of Christophe de Quénetain. This specialist of the 17th, 18th and 19th centuries went the extra mile by making a stand all in marble to the glory of Louis XIV which is really worth the detour. "Otherwise, we had to find other ways to educate our customers upstream, because we quickly understood that they would not come
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