ucts” because they are “highly contagious” 3reproducible exhibition formats—or objects—that operate as microcosms of a much largerglobal sphere. As Pamela M. Lee notes, thisglobal art world space⎯including its network ofbiennials and art fairs⎯drives both “the homogenizingof culture on the one hand and the radicalhybridity on the other.” 4 In other words, thispopular proliferation of art fairs and biennialsboth reflects and furthers globalization.Thinking about the origins of the contemporaryart fair, there is little difference among thereasons non-Western countries are now adoptingthese exhibition formats. As Riyas Komu ofthe Kochi-Muziris Biennale noted in conversationat the 2012 March Meeting in Sharjah, theidea behind such exhibitions is to be<strong>com</strong>e partof a global conversation. 5 Take Art Cologne, “theworld’s first modern art fair,” 6 launched in 1967by Hein Stünke and Rudolf Zwirner to reviveWest Germany’s “lacklustre art market” 7 andpromote young German artists internationally.The fair introduced a radical new way of presentingart, and it also made money. At the 1969art fair, Joseph Beuys’ Das Rudel sold for 110,000DM, the first artwork by a West German artist tosell for more than 100,000 DM. 8 Then, in 1972,documenta 5 took place. It was the first largescaleart exhibition that rejected traditional presentationsof art formulated along historical(and canonical) lines. Curated by HaraldSzeemann, it was dubbed a Grossausstellung, orGreat Exhibition, in which artworks were “tiedto a central cross-disciplinary theme and reconfiguredinto startling, often non-chronologicaljuxtaposition.” 9 It set the groundwork for contemporarycuratorial approaches that followed.Art Cologne and documenta 5 introduced radicallydifferent ways of presenting art. As exhibitionmodels, they proposed new approaches to20th-century and, subsequently, 21st-centuryexhibition practice, just as Okwui Enwezor’s2002 documenta 11 inspired the SharjahBiennial’s reconfiguration as an openly social,cultural, and political space. In the case of ArtCologne, other art fairs soon followed. Art Basel(established in 1970) became the most popularart fair in 1973, a success attributed to its internationalfocus. Yet even today the internationalismof art fairs is questionable, particularlywhen staged in the West. Discussing the ratio ofrepresentation at Frieze New York 2012, criticHolland Cotter observed that, like most fairs itssize, Frieze New York was “technically international,with a small handful of participants fromAsia, and one each from Africa and the UnitedArab Emirates,” but mostly, the artists were“European and American big guns ....” 10 Thisissue of representation raises the question ofwhether certain hierarchies are inscribed intothe art fair and biennial formats, given theirWestern origins.Such ideas around social and cultural hierarchiesrecall an older exhibitionary ancestor tothe global art exhibition: the Great Exhibition ofWorks and Industry of All Nations of 1851 organizedin London at the apex of the British Empire’spower. Regarded as the first World’s Fair exhibitionof trade, culture, and <strong>com</strong>merce, the GreatExhibition was, according to theorist Dan Smith,“the first international exhibition and thelargest public visual spectacle then to be stagedin the modern world” that “helped forgewestern modernity’s formations of display,spectacle, surveillance and <strong>com</strong>modity.” 11 It wasa formative event, facilitating the establishmentof the Venice Biennale in 1895 and arguablyleading to two of the contemporary forms andfunctions of both the art fair and the biennial,constructed from the legacies of industry, postindustry,modernity, postmodernity (and metamodernity),not to mention colonialism and itsaftereffects.Organized by Prince Albert and other membersof the Royal Society for the encouragementof arts, manufactures, and <strong>com</strong>merce, the 1851Great Exhibition established a new global paradigm.According to historian Peter Greenhalgh,the aim of the event was “to invite all nationsof the world to take part in ‘the friendly <strong>com</strong>petition’”of an international exhibition and tocreate a potential for market expansionabroad. 12 Staged in the Crystal Palace, 13 the eventcelebrated “progress, invention, and Britishsupremacy in world markets.” 14 More than 6million visitors and 14,000 exhibitors camefrom around the world for 5 months and 15 days,the high turnout facilitated by the advances ofthe Industrial Revolution, including the Great34 <strong>ART</strong> <strong>PAPERS</strong>
Western Railway. The exhibition also signifiedAmerica’s position as “an industrial power to bereckoned with.” 15 The relationship betweenBritain and the United States grew closer⎯Brunel built steamships capable of crossing theAtlantic in nine days, and the Suez Canal openedup faster sea routes to India and the Far East. 16Sociological historian Tony Bennett describesthe 1851 Great Exhibition as the prototypical“exhibitionary <strong>com</strong>plex, an arrangement of institutionalforms that are museological, but alsoen<strong>com</strong>pass modes of public spectacle and sites of<strong>com</strong>modity arrangement and exchange.” 17 Theevent signaled an entire world system, assertedby an imperial power predicated on trade, affectingthe political and physical landscapes ofnations around the world. At the time, PrinceAlbert stated:We are living at a period of most wonderfultransition, which tends rapidly toac<strong>com</strong>plish that great end, to which,indeed, all history points—the realizationof the unity of mankind .… The distanceswhich separated the different nations andparts of the globe are rapidly vanishingbefore the achievements of modern invention,and we can traverse them withincredible ease; … thought is <strong>com</strong>municatedwith the rapidity, and even by thepower, of lightning. 18Albert’s observations of the attempted “globalunity” of the World’s Fair foreshadow the contextin which art fairs and biennials replicate themselvestoday, amidst the rapid flows and rupturesproduced by globalization. Like Art Cologne andHarald Szeemann’s “Great Exhibition,” theWorld’s Fair became a popular format in thepower centers of the Western world, not only as away to smooth international trade relations butalso as a way to handle the political and socialconflicts of globalization (read: colonization) andthe assertion of “Globalization” abroad. 19 In this,these events became spaces both of soft power(the use of culture to assert political agendas)and mediatory politics. The 1851 Great Exhibition,for example, was organized after the Chartistmovement and the 1848 Communist Manifestohad both precipitated 1848’s failed EuropeanRevolution. Stateside, the St. Louis World’s Fair of1904 famously celebrated the centennialanniversary of the Louisiana Purchase and recentUS colonial exploits in the Philippines. Likewise,documenta was founded by Arnold Bode in 1955as what writer Bernhard Schulz called “a therapeuticagent to heal the emotional wounds of theSecond World War.” 20This <strong>com</strong>plex historical DNA is what makes artfairs and biennials such rich and problematicspaces through which to both assess and asserthow “the global” is forming in the 21st century.The UAE is a good example, with Art Dubai evolvingalongside modernization that has been shapingthe country since it gained independencefrom British colonizers in 1971. The establishmentof Art Dubai in 2006 echoes the UAE’s growthsince its independence and subsequent move toglobalize. In the case of Dubai, the art fair alsoreflects how a society might be<strong>com</strong>e, through theideology of free trade and relatively liberal businessenvironments, a 21st-century “free zone”much like Hong Kong and Singapore. 21In this, the staging of these global art eventscannot be read without considering the equallyreplicable nature of a world city as “global hub,”or without regard for the social, economic, andpolitical systems that are likewise replicated inthese cities and their respective nations. Considerthe UAE, which <strong>com</strong>prises seven emirates—AbuDhabi, Dubai, Sharjah, ‘Ajman, Umm al-Quwain,Ras al-Khaimah, and Fujairah—each with itsown ruling family and local government. TheUAE’s government-sponsored website describesthe country’s political structure as “a uniqueamalgamation of …. traditional and modernpolitical systems.” 22 This political legacy revealsthe heritage of colonial rule and is further exemplifiedin the physical landscapes of Dubai andAbu Dhabi, replete with glass and steel skyscraperslike those found throughout the world. Thisreplicable global urbanism is reflective of howart fairs and biennials are likewise spacesinscribed with a particular global agenda rootedin the history of industrial imperialism and internationalism.The multiplication of these exhibition modelsthus recalls a Duchampian sensibility—one thatcorrelates with an industrial reproducibility.Consider here Maryam Jafri’s photographicinstallation Independence Day 1936–1967 (2009–OPPOSITE AND ABOVE: Maryam Jafri, Vietnam-Tanzania-Malaysia-Kenya 1954–1963, from the photo installation Independence Day 1936–1967, 2009–present (courtesy of the artist)<strong>ART</strong><strong>PAPERS</strong>.ORG 35
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