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Of the major art fairs to visit London every year, Frieze London (14-18 October 2026) is the elite event – serious, monied and glamorous. The London Art Fair, held last week, is a little more relaxed. And welcoming the neophytes to the world of art collecting is the Affordable Art Fair – smiling, approachable and fun.
The first edition of the Affordable Art Fair was held in Battersea Park in October 1999 and it has since spread to 16 cities worldwide, with Houston, Texas, added to the list this year. But there are, in fact, three Affordable Art Fairs held in London – two in Battersea (spring and autumn) down by the River Thames and one in Hampstead in north London. The next Fair is in Battersea from 4-8 March 2026. Last week, I met up with Hugo Barclay, the Affordable Art Fair’s UK fair director, to find out more.
Hugo Barclay, UK Director of Affordable Art Fair
(Image credit: Daniela Luquini / Affordable Art Fair)
“We’re predominantly gallery-led, which means galleries take a space at the fair to promote their artists,” says Barclay. Artworks from 900-1,000 artists are typically on show across the galleries, so there is “a huge amount of stuff to see”. The Affordable Art Fair also goes out of its way not to make art “intimidating”. First-time buyers can buy a print for as little as £100, while the top end of the price range for artworks is £10,000. “So, the idea is you can afford at least something. However deep your pockets are, there’s going to be something for everybody,” he says.
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Galleries have to “rotate 90% of their roster of artists” between the Spring and Autumn editions to keep the offering “fresh”. And galleries must also put prices on artworks, because negotiating a sale with a gallery can be “daunting” for the uninitiated. Can you still haggle, I ask.
That’s a “conversation you have with the galleries”, says Barclay. It “depends on the gallery and their relationship with the artist”, as well as demand for similar pieces.
The Affordable Art Fair is a grand day out in London
(Image credit: Graham Turner / Affordable Art Fair)
However, the Fair isn’t all about art. “It’s a day out,” he says. Visitors can buy “nice food and we do some talks, we do tours and workshops, as well as in the evenings to bring in the late crowd”. Weekends, in particular, are family-orientated. The Fair has activity packs for children, who can follow an “art trail” to learn about art.
Learning about art as a child wasn’t a problem for Barclay. Both of his parents were artists, who moved from Britain to southwest France. “One of my first purchases was a Sayed Raza,” an Indian artist who spent six decades working in France from the 1950s. “It’s such a beautiful, abstract work and I guess it just resonated with me,” he says. But buying art doesn’t have to be “love at first sight”. Sometimes, you see a work and it connects with you and sometimes, it doesn’t.
There has to be a “level of pragmatism” involved when “unpacking stories”, he says. Put another way, sometimes an artwork grows on you. Barclay now lives in Edinburgh with his collection of 60-odd pieces.
The appetite for art is growing
(Image credit: Graham Turner / Affordable Art Fair)
Can the lower end of the art market in London support three Affordable Art Fairs, I ask. “It’s worked so far,” he says. “We had our best-ever Fair in terms of art sales in October [at the autumn edition in Battersea]. We generated £5.5 million-worth of art sales. The media on the whole tends to focus on the top end, but actually, that isn’t a reflection of the whole market.” The Affordable Art Fair has commissioned market researchers ArtTactic to produce a report. “Everything that is going on in the world, it can create anxiety.” Barclay feels the therapeutic nature of buying art is also helping to drive sales at the Fairs. “There’s definitely an appetite,” he says.
And do the Battersea and Hampstead Fairs draw different crowds? “From what I hear from galleries,” the Hampstead crowd is “a little more discerning for whatever reasons,” while Battersea attracts people from the local area as well as Surrey – often “slightly younger families” who may be looking to add a splash of colour to a blank canvas they have bought in the form of a new home. The Fair also runs shuttle buses from Sloane Square, “so we get the Chelsea locals who come over as well”.
The dos and don’ts of collecting art
(Image credit: Graham Turner / Affordable Art Fair)
So, what are the “dos and don’ts” for anyone visiting the Affordable Art Fair for the first time? “Don’t come in a rush” is the first thing. “Come with an open-minded friend. I don’t think art is necessarily about you and the art in isolation,” says Barclay. “It’s about the dialogue with other people [about the art].” And the third thing is “probably about honing your taste”, he says. “Naturally, when you have 900 to 1,000 artists under one roof, there’s going to be a decent portion, possibly 80%, that maybe don’t resonate with you. And that’s okay.” But by filtering out those works, you can discover what you do like.
Can buying a work of art be viewed as an investment? “I’d probably steer away from investment when it comes to starting,” says Barclay. But do go out and explore. One of the pitfalls is assuming you can start collecting “from your sofa” via online auctions. “There’s nothing better than seeing work in person and talking to the gallery. At an art fair, you can do that at scale.” There may also be a visiting gallery from South Korea, for instance. You wouldn’t usually have that kind of opportunity on your doorstep. A quarter of exhibiting galleries “come from abroad”.
Another benefit of the Affordable Art Fair is being able to view works from recent graduates, particularly at the Autumn edition at Battersea in October. “We work with an external curator, who’ll go to lots of art schools and select some artists who she wants to showcase and then we give them their first platform,” he says. That’s a “really great opportunity” for the graduates to establish a name for themselves, because 20,000 people are going to see their work first-hand.
“You’re not going to get that on most high streets.” But “do start local,” says Barclay. “Most people don’t realise how much is available on their doorstep from a cultural perspective.”
Collectors can visit “open studios” to see and chat with the artists as they work and join mailing lists for galleries to find out when their shows are opening. Barclay is a trustee at Edinburgh Printmakers, a 60-year-old organisation.
“This is a good place to see exhibitions, see the artists, maybe do a printmaking course,” he says. “That’s a great way to hone your taste.” But otherwise, the Affordable Art Fair is “a really convenient place to see a lot” at once. If you are “curious and open-minded, definitely come along”.
The Battersea Spring edition of the Affordable Art Fair runs 4-8 March 2026, when artists Christine Relton and Tom Marine – who go by a joint artist name of Relton Marine – will be creating a bespoke installation. The Affordable Art Fair, Hampstead, runs 6-10 May 2026. Adult general admission is £14, visit affordableartfair.com for details.
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