Benedetta Ghione, fair manager of Art Dubai, was in charge of redesigning the 10th edition. She talks about the changes.
Can you tell us about your visual goals?
The aim for this year’s redesign was to look at our home at Madinat Jumeirah afresh, think about Art Dubai’s DNA and convey that in terms of look and feel of the fair. Main changes include the predominantly monochrome colour scheme, a bigger central island, and the addition of cafes and restaurants among the many halls.
What were your parameters in terms of the new design?
We have tried to think about the overall visitor experience from every angle. The fair is a platform and a meeting point for our visitors, galleries, not-for-profit programme, foundation and media partners, so a lot of thought has gone into how to help visitors navigate the space.
Is it a big departure from the old look?
Yes and no. On the one hand, the layout of the fair will be slightly different, as we have expanded and that has taken us in new and exciting directions. On the other hand, we hope that the experience of visiting the fair will feel familiar and visitors will enjoy it this year as ever.