Curating WOWOW at Art Fairs
Balancing Motion, Space, and Experience
It has been an exciting year for The WOWOW Gallery as we continue to make our mark on the art fair scene. From the British Art Fair to the Manchester Art Fair, these events have given us the opportunity to showcase the depth and diversity of our collection — a young gallery with a wide vision, exploring everything from photography to traditional oil paintings, all transformed through our signature lenticular prints and augmented reality experiences.
Balancing Motion and Subtlety
One of the challenges of presenting our work in public spaces is managing the sense of motion inherent in many of our pieces. Some lenticular prints contain bold 3D shifts or short animations, while others carry more subtle, gentle movement. Striking the right balance is essential: too much visual motion can overwhelm, too little can feel static. At WOWOW, we carefully calibrate each display, ensuring a rhythm that guides the viewer naturally through the collection.
Augmented reality works are treated differently, given their interactive nature. They are generally given standalone space, allowing audiences to engage directly without distraction, and encouraging a more personal, exploratory experience.
The Psychology of Space and Colour
Our founder’s fascination with interior design and the psychology of how we perceive shapes and colour heavily informs our curation. Artworks are grouped in aesthetically pleasing collectives, often starting with a base of three and expanding outwards. This approach allows viewers to navigate the collection intuitively, creating visual harmony while emphasising contrasts and connections within the work.
At Manchester Art Fair, we took this principle further, experimenting with a more home-like environment. By adding shelves and carefully chosen furniture items, we invited audiences to imagine how our artworks could exist in a domestic setting. It offered a fresh perspective, giving the pieces context and encouraging a more intimate interaction.
Showcasing a Variety of Product Types
As a young gallery, it’s important for us to communicate the range of what we offer. From photography and traditional paintings to experimental digital works, each is considered for transformation into lenticular prints. This allows the inherent qualities of the original piece — texture, depth, composition — to shine through in a new, dynamic way. The result is a portfolio that demonstrates both technical skill and artistic vision, appealing to collectors, interior designers, and enthusiasts alike.
Curating for Engagement
Curating for art fairs isn’t simply about filling a stand. It’s about storytelling, guiding visitors through a sequence of experiences, balancing motion with calm, and creating moments for interaction and reflection. Each exhibition, whether at the British Art Fair or Manchester Art Fair, is a conversation between the work, the space, and the audience — a dialogue we carefully choreograph to reveal the richness of AI-assisted and lenticular art.
For WOWOW, these events are more than exhibitions; they are an opportunity to demonstrate how our artworks live and breathe, whether on a gallery wall, a private interior, or an immersive display.