insider insight: Sam Keller's Art Basel
Life and work are intertwined for our friend Sam. And in the very best way. Though he's currently helming the ship at Fondation Beyeler, Sam made real waves as the director (and later chairman) of Art Basel and Art Basel Miami. "My curiosity for culture and my passion for art have guided me to fascinating places and exciting events around the world," he notes. But for us, no more fascinating place than Art Basel—whether in Hong Kong, Basel, Miami or Paris—exists.
What began as a simple freelance project organising a party for the famed fair quickly turned into a decades-long career. And even though he's now left Art Basel, Keller is still inextricably linked to the brand and its ethos. Ernst Beyeler, co-founder of Art Basel, played a little game of human Tetris. With a simple invitation, he'd lured Sam away from the fair and over to Fondation Beyeler, one of the most beautiful art museums in the world, according to Keller. "Changing from art fair to museum was like upgrading from florist to gardener for me," he divulges.
He's always been captivated by art, by the way it moves people and draws them in. His tastes range far and wide; as long as it resonates with something inside him, he's in. "The more I see, and the more I learn, the more the field of interest in art broadens," he notes. "Originally drawn to western modern and contemporary art, I am now fascinated by a wide range of art forms from many different cultures. This includes European old master paintings and prints, historical architecture and gardens, African and oceanic and Khmer sculptures, Assyrian and Egyptian reliefs, Persian textiles, Mediaeval illustrated manuscripts and maps, Japanese ceramics and ukiyo-e, modernist furniture, artist designed record covers and many other things. I also love films and music from Georgian Chorals to techno. Totally eclectic."
This diversity in taste is something that makes him particularly well suited to the positions he's held—and the ideal fit for Art Basel. Founded in 1970 as the first international art fair, Art Basel brings together a unique mix of the very best art from the very best galleries across the globe. Dealers, collectors and voyeurs can ogle the art world's heaviest hitters, of course, but the fair also presents an impressive mix of works in a dynamic way. Think "special platforms like Statements, featuring young artists, Unlimited for large scale works and Parcours, which presents works in public and private spaces in town," Keller details. It's a serious fair, sure, but it's also vibrant, intimate and relaxed. It's the kind of place that really bowls you over.
Though it's "too early to know which important artworks the galleries will present," Keller ruminates, he is excited (as always!) to check out the fair's special programming. That being said, his fair experience is no walk in the park—this is serious business. "First, I go straight to the galleries who show the works of artists we want to buy. Then, I stroll around and see what catches my eye. On the way I exchange recommendations with friends. The following days I take the map and try to visit all galleries and sections systematically." It's a militant approach, most certainly, but an essential one. With so much to see, you simply must be organised or you'll miss something.
And while he prefers to hit the fair – and the museums afterwards – alone, it's not all about the art. "There are several (parties) every day hosted by museums and galleries and collectors and the fairs," Keller adds. "Basel is more democratic and welcoming than fairs in big cities. During the week, it’s easy to make friends and go with the flow.
The luckiest of fairgoers will snag an invite to the party at the Beyeler or the campus party at Vitra, while youngsters tend to head to Basel Social Club, Liste and Parcours Night. Keen to see and be seen? You'd better head to the party at Hotel Les Trois Rois.
But really, there's something for everyone. A true mix of art and culture, Art Basel, "the contemporary art lover's favourite fair", is the kind of event you really fall in love with. And that you come back to year in, year out, time and time again. Especially when you do as Sam Keller does.
Want to do just that? Jot down his top tips for doing it right.
- 1. Wear comfortable shoes.
- 2. To get around town quickly, hop on the tram; they're free for hotel guests and VIP card holders.
- 3. Book your hotel room or AirBnB early or last-minute.
- 4. Monday, Tuesday and Wednesday are professional days, so you need a preview invitation from Art Basel or one of the galleries or sponsors. Thursday to Sunday is open to the public.
- 5. Bring your swimsuit. One of the best things to do in Basel is swimming in the river Rhine.
Hayley Daen
South Carolina bred, UK educated and Netherlands enthused, Hayley has an insatiable hunger for travel and, of course, all things delicious. A traveller as seasoned as her cast iron skillet, Hayley always knows the best spots for a tasty bite or a cheeky glass. When she's not digging up killer hole-in-the-wall falafel spots in Beirut or trying (sometimes vainly!) to find inspiring exhibitions across the globe, she's busy writing & reading.
