Fons Hof: 'It will be a total experience'

Director Art Rotterdam Fons Hof about the move to Rotterdam Ahoy

For its 26th edition Art Rotterdam is moving to the Rotterdam Ahoy, the event centre in Rotterdam South. Fair director Fons Hof immediately saw the potential of the spacious new venue. Alongside Prospects, which was the main reason for the move, Projections, Sculpture Park and Intersections will also be returning at the Ahoy. “It will be a total experience. We’re showcasing a versatile spectrum, from more collectible art to institutional work,” Hof says.

“There aren’t many locations in Rotterdam that are 10,000 square meters or larger—in fact, there’s just one,” Hof explains as the decision why they choose the Ahoy. When it became clear that the distribution hall of the Van Nelle Factory would no longer be available from 2025, the decision came quickly. Prospects, the section for young artists supported by the Mondriaan Fund, has traditionally been housed in this hall. Losing this section would directly impact Art Rotterdam’s identity as the fair for young art.

“It’s not an architectural monument, but we’re getting so much in return. People are familiar with the Ahoy Arena from concerts and the tennis tournament, but we’ll be in the exhibition halls, which have been completely renovated, and a concert hall—the RTM Stage—has also be added. The venue also has a fantastic mix of natural and artificial light, which pleasantly surprised us.”

“Art Rotterdam had outgrown the Van Nelle Factory,” Hof adds. The narrow entrance often caused bottlenecks, parking was limited and there were not enough options for food service. “At the Ahoy, we’re ‘small fry’,” says Hof, noting Ahoy’s larger capacity.

Broader concept
Hof immediately recognised the opportunity to broaden Art Rotterdam’s fair concept. At the Ahoy, there is plenty of space for Prospects, which will also be significantly larger. And the Sculpture Park, Intersections (large-scale work) and Projections (video art) sections are all making a comeback. All three had occasionally been excluded in previous editions due to space limitations. “It will be a total experience. We’re showcasing a versatile spectrum, from more collectible art to institutional wors,” Hof emphasises.

The revamped setup also caters to a new generation of art collectors. Instead of a small group purchasing large quantities of art, there is now a broader range of buyers who make smaller purchases. This group seeks out information about all facets of the art world. “People are interested in a day out, and good food is part of that. At the Ahoy, the food and beverage offerings will triple, including a pop-up restaurant by Café Marseille, famous in Rotterdam for its delicious and honest French cuisine.”

“Art fairs are always looking for ways to make their concept more engaging. We’ve found the key,” Hof adds. He presented the new concept to international galleries, which responded enthusiastically. The number of international participants increased from one-third to half. In the New Art section, dedicated to young galleries, 80% of participants are from abroad. This is partly due to the internationally acclaimed curator of the New Art section, Berlin-based Övül Durmuşoğlu.

Connecting with Rotterdam South
Art Rotterdam has always emphasised strong ties with art institutions and initiatives, while valuing an excellent relationship with the city. The move to Rotterdam Ahoy also signifies a shift to Rotterdam South, a part of the city that the municipality aims to develop further. Like Art Rotterdam, the new main sponsor, Rotterdam-based DHB Bank, prioritises a strong connection with the city. In the new DHB Art Space, curated by Rotterdam collective Unity in Diversity, Pedro Gil Farias will be creating a sound artwork featuring the dreams of Rotterdam South’s residents, further linking the art world to the local community.

Written by Wouter van den Eijkel