Ten Unspoken Rules of Art World Etiquette, As Told By Your Favourite PRs

Ahead of the major European art fair circuit, led by Frieze London and Paris+ by Art Basel, we consulted the industry’s most influential public relations leaders. This is their essential guide for gallerists, collectors, and artists navigating the high-stakes world of art fairs and exclusive social events. From crucial pre-event preparation to common missteps, here are ten unspoken rules for maximizing your impact and maintaining professional decorum.

1. “Plan Your Diary At Least One Month In Advance.”

Time is the ultimate currency. Show up to Art Basel or Frieze without a plan, and you instantly brand yourself as an amateur. Calum Sutton, the CEO of the power-PR agency Sutton, is direct about the competitive edge: “A month of preparation is necessary.” Think of these global fairs as massive accelerators for your network and influence. They’re the only guaranteed moment when every key international player is in the same city. To capitalise, you have to do your research, map your itinerary, and lock in your meetings ahead of time. Every minute at these events is premium, so stop “winging it” and start planning meticulously.

2. “Don’t get FOMO. Do Less, Better.”

The Fear Of Missing Out (FOMO) is the greatest threat to a strategic week. With many parties, openings, and dinners competing for your attention, it’s tempting to want to be everywhere. Sutton advises professionals to “do less, but better.” Maximise your time by committing fully to the highest-quality invites. Sutton explains that when you spend a solid hour in one place, “you give yourself the time and attention needed to have meaningful conversations, absorb ideas, and build lasting connections.” The real value is being truly present.

3. “Prepare With A Clear Outcome & Follow-Up.”

Showing up to an art fair week prepared means more than just securing the meeting, it means having metrics. Sara Fitzmaurice advises defining your intended results ahead of time, whether that goal is securing “five new collector contacts” or “three museum connections.” That commitment turns casual conversation into strategic connection. Just as crucial is the immediate follow-through: Fitzmaurice stresses the need to “keep detailed notes immediately after an interaction.” Send a brief, personalised message right after the fair to “maintain momentum and activate the connection.” The networking isn’t finished until the follow-up is done.

4. “Don’t Be Careless About Your Private Conversations.”

The art world is small. During a fair, you must “assume you are ‘on stage’ at all times, whether in a café, on public transport, or in a lavatory.” The moment you relax, you can risk a significant faux pas. That offhand critique of a gallery or institution can easily be picked up by a future client or colleague, instantly damaging your reputation. Fitzmaurice notes that people are often “sloppy” toward the close of a demanding week. Keep your “game face” up, even at late-night events, because the person overhearing you could be a valuable peer today and a future museum head tomorrow. The networking doesn’t stop until you close your own front door.

5. “Arrive Informed.“

Your preparation shouldn’t stop at scheduling. Before you arrive, engage in thorough intelligence gathering. Jasmin Pelham recommends doing as much research as possible to allow you to engage far more deeply with a fair. Review the exhibitor list to identify key galleries, talks, and pop-up activations. Jasmin also suggests digging into preview coverage in major publications and the art trade press to gather specific insights and potential conversation starters. “You want to be ready to act on what you see while still leaving space for curiosity and discovery.”

6. “Embrace Curiosity, Not Just Connectivity.”

While strategy is important, Jasmin Pelham cautions against abandoning a conversation just because the other person isn’t an immediate client. The art world runs on relationships that take time. She advises, “Be present, and recognise that you are surrounded by a community committed to art.” This long-term view is essential, as every exchange can offer something valuable. Pelham suggests “Approach people with openness. Be curious. Be enthusiastic. Let yourself be surprised.” 

7. “Treat Everyone As A VIP.”

Never assume the person in front of you is a nobody. As Adam Abdalla highlights, you must bring the “same level of professionalism to whomever is stepping in your booth.” His own success came directly from the “diversity of conversations” he had at unexpected times and places. Whether you are a gallerist or a collector, your goal is authentic engagement. “Never take for granted that someone might be in your booth who could change the trajectory of an artist’s career.” The young editor or independent curator today could be the key museum director, or editor-in-chief tomorrow. Showing respect is a long-term investment in your professional ecosystem.

8. “If You’re Not Invited, Ask Yourself Why.”

When you are left off a high-profile guest list, your first move shouldn’t be to scheme for access. As Adam Abdalla advises, the only productive step is the hard question: “Why weren’t you invited?” Invitations in the art world are strictly strategic. If your professional proximity to the host, the artist, or the work doesn’t warrant an invitation, your energy is better spent building genuine connections that will earn you a seat next time. If you absolutely must attend, approach the event organiser well in advance with a clear, professional justification. Never beg; always justify your presence as an essential value-add.

9. “Your Kit Is Your Edge.”

Your reputation isn’t just built on what you say, but how you show up. Hannah Gottlieb-Graham calls necessary logistical forethought the key to success, listing essentials such as a portable charger, travel steamer, safety pins, mints, and a lint roller. These items ensure you look and feel your best, “allowing you to focus on professional interactions without being derailed by a small crisis.” You cannot afford a dead phone or a stained jacket to undermine your confidence. This level of preparation is a strategic move that keeps your personal logistics invisible, so your professional performance can shine.

10. “Don’t Overshare.”

Building rapport in the relationship-driven art world is essential, but Gottlieb-Graham warns that you must know when to stop. While sharing personal details can build friendliness with a client, you run the risk of undercutting a deal by “over-selling the holiday.” She cautions that it can be particularly tacky to detail your lavish summer vacation, immediately pivoting to attempting to sell a six-figure painting. Be warm and engaged, but remember that the highest-level interactions demand you keep your personal anecdotes minimal.

Ultimately, success at any major art event hinges on respect, meticulous preparation, and authentic engagement. By following the advice laid out by these PR authorities, you can cut through the noise of the fair, avoid common missteps, and ensure your time is spent focused on the people and the art that truly matters.

Words by Lisa Boudet