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Art Fair Announcement

Art Fair Press Release Template and Example

Four to six weeks before the fair, which is when preview coverage is commissioned. Fair press offices work to their own deadlines, often earlier, so check the fair's media schedule before you set yours.

The example

Galería Méndez at Frieze London 2026, Booth C12

A solo presentation of new weavings by Maria Alvarez, including three works made for the fair

Galería Méndez presents a solo booth by Maria Alvarez at Frieze London 2026, Booth C12 in the main section.

The presentation brings together six weavings, three of them made specifically for the fair and shown for the first time. Alvarez works in hand-dyed cotton and salvaged industrial thread sourced from decommissioned textile mills along the Rio Grande valley. The new works are the largest she has made, each approximately 3 by 4 metres, and are hung free of the wall so both faces are visible.

Prices range from £18,000 to £45,000. Two works from the series entered institutional collections earlier this year, including the Ruby City Foundation in San Antonio.

Alvarez will be present at the booth on Wednesday and Thursday and is available for interview by arrangement.

Frieze London 2026, Regent's Park

Booth C12, main section

VIP preview: Wednesday 14 October, 11am to 7pm

Public days: 15 to 18 October

Press contact and images: press@galeriamendez.example

Every artist, gallery and institution in this example is invented.

Why it works

Booth number in the headline

Fair coverage is navigational. Editors compiling a preview list are working from booth numbers, and a release that makes them hunt for it is a release that gets skipped.

Give the price range

Market desks cannot write about a booth without prices, and a range is enough. Withholding them is the most common reason a fair release goes uncovered by exactly the section most likely to cover it.

Say what is new

Works made for the fair and shown for the first time are the news. A booth of existing inventory is a logistics update.

Offer the artist

Availability for interview, with specific days, converts a listing into a feature. Vague availability does not.

Conventions
  • Fair name, year and booth number in the headline.
  • Distinguish solo from group presentation immediately.
  • Give dimensions for the major works.
  • Give a price range, and say which works are already placed.
  • List VIP preview and public days separately. They are different audiences.
What gets it deleted
  • Sending in the week of the fair, after previews are written.
  • Omitting the booth number.
  • Refusing to give prices to a market publication.
  • Listing every artist on the roster when only some are in the booth.
  • Pitching a fair press office directly when its policy says not to. Check the policy first.
Write yours

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Nineteen categories, each with its own register, so an auction result does not read like a residency announcement. Free to start, no credit card.

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