by Ana Karen García. Cover image by Noel Johannes Nilsson
Art fairs have become something else entirely. Often described as windows into the future of art, they showcase everything from AI-generated works to immersive installations, offering a glimpse of how creativity might evolve in the years ahead. But beyond innovation and spectacle, another force is increasingly shaping that future: social media.
How Art Fairs Turned Into Social Media Events
Whether it’s Art Basel Miami, Frieze, or Zona Maco, art fairs have quietly evolved into cultural hotspots -global events designed to be seen, shared, and talked about. They are no longer just quiet spaces for looking at paintings and sculptures.
Today, art is not only experienced with the eyes; it is filtered through likes, stories, and short videos. From “Get Ready With Me” (GRWM) clips to casual phone recordings of installations, crowds, and fleeting moments, smartphones are always out. The art fair now exists simultaneously offline and online.
In 2025, Art Basel generated $4.2 billion in global sales, with an estimated 40 percent influenced by social media buzz. For galleries and collectors, these fairs remain high-stakes environments where talent is discovered, connections are made, and artworks worth millions change hands. Yet for many visitors, the main attraction is not deep art-historical analysis, but the experience itself.
And somehow, it all works. The same space allows for genuine contemplation and pure spectacle. You can pause in front of a piece that truly moves you, then turn a corner into a crowd gathered around an installation designed for maximum visual impact. No strict rules, no pressure—just art, people, and a shared moment unfolding in real time.
The Art Fair Look: Style as Part of the Experience
At art fairs, fashion naturally becomes part of the experience. Somewhere between the first installation and the second glass of something sparkling, you start to notice it: everyone looks like they belong there.
Outfits feel intentional, almost curated to match the surroundings—neutral tones, statement accessories, sunglasses worn indoors, and looks designed to move seamlessly between installations and Instagram feeds. Visitors often treat the fair as a runway, carefully styling themselves to fit both the artistic environment and the image they want to project online.
An estimated 70 to 80 percent of visitors share content from art fairs on social media, amplifying visibility—and often sales—for galleries. All of this turns the art fair into a fully curated aesthetic, where what people wear, share, and consume becomes just as much a part of the cultural moment as the artworks themselves.
Suddenly, the art fair isn’t only about what’s on the walls. It’s about the mood, the people, and the feeling of being exactly where you’re supposed to be—at least for that afternoon.
How Social Media Is Rewriting Our Relationship With Art
When art is consumed in seconds through a screen, does the initial emotional reaction matter more than understanding the concept behind the work? Some argue that this shift leads to a more superficial relationship with art. Others believe curiosity often begins with attraction.
A photograph, a color, or a striking visual can be the first step toward deeper engagement. TikTok’s algorithm, in particular, favors immersive installations, subtly shifting attention away from static works and toward shareable experiences.
Maybe the way we look at art hasn’t changed in a dramatic or revolutionary way, but gradually—almost without us noticing. Social media has made art more accessible than ever, breaking down the idea that contemporary art is only for experts or elite circles. Not everyone needs to understand every reference to connect with a work.
Whether the connection comes from meaning, aesthetics, or simply the feeling of being part of something, the interaction still matters. Social media amplifies art without replacing it, showing that contemporary art is no longer just something we observe, but something we live, share, and shape together.
