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This is our second interview with Julie Leopold, founder and CEO of Enter Art Fair, which is Scandinavia’s largest international art fair and a nexus of creative and commercial exchanges. The last time we talked was back in 2021, during covid, which you can read HERE.
Julie was born in 1971 in Charlottenlund, Denmark. She holds a Cand.Merc.jur. (MA in Business Administration and Commercial Law) from Copenhagen Business School. Before establishing Enter Art Fair, she spent over two decades organizing some of Denmark’s most successful art and lifestyle events including Code Art Fair, BogForum, Alt for Damernes Lifestyle Fair, Bedre Bolig and Designer Forum.
In 2019, she established Enter Art Fair with the mission to create a creative and commercial nexus for the global arts industry in the heart of Copenhagen. Today the annual four-day event attracts more than 20.000 people, and it has in less than six years doubled in size, visitor numbers and participating galleries. Enter Art Fair is recognised on the global arts calendar for being a progressive space for artistic expression, supporter of new technology and a catalyst for the Danish, Scandinavian and international arts industry. Throughout the year, Julie Leopold and her team works to bridge the excellence of the fair’s partners with its international audience through the fair’s Art, Event, VIP and Digital Program.
She is a strong advocate for investing in art, and her personal art collection includes sculptures, ceramics and paintings. She lives in Charlottenlund with her three children.
Hi Julie! It’s a pleasure to sit down with you again! The last time we talked was back in 2021, and Covid was going crazy. You were actually the first person I ever interviewed, which I have always appreciated, you giving me the chance… What have you been up to since then?
It was an honour to be interviewed by you in 2021. It was one of my first international interviews regarding Enter Art Fair as wellI loved our conversation. It has been great following Overstandard from its beginning and seeing how it has developed into the success it is today.
So how does a regular day look like for you in Copenhagen?
No day at the office is the same which makes my job exciting. The fair takes place over four days and the weeks leading up to the opening are unpredictable. My team and I work all year to make the fair the best it can be. In preparation for the upcoming Enter Art Fair, a typical working day for my team and me involves a mix of strategic planning and hands-on tasks. We start by coordinating with galleries and curators, managing production and logistics to ensure a seamless setup.
Throughout the day, we hold meetings with partners and sponsors, review marketing and promotional strategies, and address any challenges to ensure everything stays on track for a successful event. Supporting the galleries is essential, so we remain available via phone and email, and we also visit them in their galleries and at international art fairs and events.
Ok Julie. So…. Coming from the background you have (Business Administration and Commercial Law), when did you start showing an interest in art?
Art is about connecting people and seeing the world in new ways. I was born a curious soul, and love meeting new people and exploring new places. I have always had great appreciation for both the creative and commercial side of art.
Can you also tell me about how you got introduced to the art world?
Before establishing Enter Art Fair in 2019, I worked for eighteen years on developing lifestyle fairs in Copenhagen. One of these was devoted to art and it quickly became my passion. I loved working with the international gallerists and their artists, and their drive inspired me to start collecting art myself. I then got introduced to art collectors and started traveling to global art fairs. This inspired me and I saw a potential to create an art fair with an international focus.
I asked you this question back in 2021, but refresh my memory 🙂 What was your initial idea and inspiration for starting EAF? And where were you at in your life at that time?
In 2019, I identified the need for an art fair that would unite Danish and international galleries with collectors, institutions, foundations, and artists from around the world. I knew Copenhagen was the perfect city for this initiative. With eighteen years of experience organizing lifestyle fairs and with my passion for the arts, I was inspired by renowned international art fairs like Art Basel and Frieze. My vision was to transform Copenhagen into a global art hub, creating an annual event that would attract the international art community to Denmark.
At the time I was developing lifestyle fairs for one of Denmark’s largest event venues, and wanted to devote my time to the arts. I wanted to do things my way, and bring value to the entire arts industry through a new art fair. So I resigned from my job, and became an entrepreneur at the age of 47 years old. I followed my passion and established the fair from my kitchen table.
With that in mind. Can you tell me about the process, from the very beginning… From idea to action? And also the process of building EAF to the significant player in the art world it is now?
From the beginning, my key strategy has been a strong commitment to forging our own path, rather than merely following the standard practices of other art fairs. From the outset, I have for example placed great emphasis on selecting the right venue to ensure a positive atmosphere and ambiance for both gallerists and visitors. We maintain a constant focus on making the layout and environment functional, welcoming, and engaging. Our fair began in a 3,000 m² tent on Refshaleøen, featuring 35 international galleries and attracting 6,000 visitors. Today, we host over 96 galleries from more than 20 countries, and welcome over 20,000 visitors in the 10,000 m² historic Lokomotivværkstedet, one of Copenhagen’s most dynamic event spaces. This remarkable growth underscores our success in fostering a vibrant and engaging atmosphere for collectors, gallerists, artists, foundations, institutions and our partners.
Launching a completely new art fair in less than six months in 2019 presented significant challenges. The following year, the pandemic introduced new obstacles with its restrictions. Our ability to overcome these challenges was due to our adaptability as a young and dynamic fair, always seeking new ways to innovate and solve problems. As a new business, every hurdle was an opportunity to refine our approach and avoid stagnation.
I’m excited about integrating Enter Art Fair into a broader citywide event, ‘4 Days of Art,’ and brand Copenhagen as an arts metropol. Copenhagen is a must-visit destination for design, fashion, and gastronomy, thanks to events like 3daysofdesign, Copenhagen Fashion Week, and restaurants such as Noma and Alchemist. We want to use Enter Art Fair to bring value to the city of Copenhagen and the entire international arts industry. As a must-visit destination on the international art calendar, we want to foster meaningful connections, spark creativity, and contribute to the arts economy.
You’re about to present the 6th version of EAF. Looking back, what have been some of the biggest obstacles so far.
The idea of creating an international art fair in 2019 was certainly not popular with everyone in the danish arts industry. Many believed that Copenhagen was not big enough, did not need another art fair, and that there were too many events in the Danish cultural market. There was also a lot of talk that art fairs were outdated and stagnant. Many also felt that the focus should only be on the Nordic market. International gallerists told me they found it difficult to break into the Danish market. They felt unwelcome. It was a closed market for a very small group of specially invited guests.
I found this disappointing because, with my economic background, I believe in the concept of ‘making the pie bigger’. In short: increasing the overall value by creating more opportunities and benefits for all parties, rather than merely redistributing existing resources. I believed there was huge potential in attracting even more international gallerists, collectors, and artists to Denmark, thereby spreading awareness of Danish art internationally and making Denmark an epicenter for international art.
With that in mind, will you be doing anything different this year? And have you learned any valuable lessons from past events?
The number of participating galleries at Enter Art Fair has tripled since 2019, reflecting our success and the strong interest from the art community. While we are committed to continuous growth, our goal isn’t solely to increase the number of galleries. Initially, we aimed for 80 galleries, and today we proudly host 96. We believe this is an ideal size, offering a diverse array of exhibits while remaining approachable and enjoyable over a couple of days. Equally important is our commitment to ensuring a thriving market for every gallery we accept and maintaining our high standard of personalized service.
What do you look for when going through the long list of galleries who apply for EAF? What kind of requirements do they have to meet? And what’s the curation process like?
We collaborate closely with industry leaders and are recognized for our innovative approach and unwavering commitment to quality. The Curatorial Committee meticulously selects participating galleries based on rigorous international standards to ensure exceptional quality and diverse representation. We are privileged to have art expert Kirsten Eggers leading the Curatorial Committee, bringing incredible opportunities to the fair over the years. Each year, we receive numerous applications from around the globe, making the selection process challenging. This year, we are proud to feature 96 galleries from over 20 countries. There will be everything from paintings, sculptures, ceramics, glassworks, NFT’s and videoworks. Notably, approximately half of the galleries are women-owned and 50 percent of the represented artists are female.
How does EAF distinguish itself from other art fairs in Europe and around the world?
Enter Art Fair is a must-visit destination on the international arts calendar. We are a progressive space for artistic expression, a supporter of new technology, and a catalyst for the Danish, Scandinavian and international arts industry. Our Scandinavian ethos of inviting everyone to ‘enter’ the art world resonates with an international audience. Galleries, artists, collectors, foundations, institutions and curious art enthusiasts return to the fair each year to network, find inspiration, and invest in art. Enter Art Fair has proven to be a gateway to the Scandinavian art market. We are complimented for our unique atmosphere at the four day fair in August, but also throughout the year where we keep our online community updated on new gallery openings and events. Our initiative Curated Choice is also something that has received great interest. With a specific theme in mind, we here invite a key player in the industry to highlight artworks that they find interesting.
What role do you believe art fairs play in shaping public perception and appreciation of contemporary art?
Art fairs serve as dynamic hubs that stimulate creativity, facilitate commerce, promote cultural exchange, and enrich the cultural fabric of societies worldwide.
Have you noticed any specific emerging trends in the art world? And if so, how are they reflected in this year’s fair?
Enter Art Fair has since its inception in 2019 had a strong focus on showcasing emerging artists working with new technologies, and the current trends has inspired us to present an expanded Art Program and Digital Section. The expanded Art Program will celebrate the vibrant pulse of contemporary digital art through artworks, performances and talks with international artists, curators and collectors. Curated by Diana Velasco, the Art Program “Betwixt – Analogue and Digital Realms,” presents digital artworks, interactive performances and talks with some of the art world’s most visionary voices. Through the lens of art, the Art Program will spotlight how our new “phygital” reality, a transitional stage between the physical and digital world, is evolving through innovative artistic expressions and new technologies, including AR, AI, VR and NFTs.
A new Digital Section will spotlight the convergence of technology and creativity, showcasing digital artworks that are redefining contemporary art. It will offer a glimpse into the future, where digital innovation and artistic expression seamlessly blend. Galleries and their artists have come together, and will present curated booths with digital paintings and illustrations, 3D printed sculptures, virtual reality (VR) and augmented reality (AR) installations, interactive digital installations, video art, generative art, NFTs (Non-Fungible Tokens) and blockchain-based art.
With the rise of digital art and virtual platforms, how do you see their role evolving in the context of traditional art fairs?
The evolving role of digital art and virtual platforms presented at traditional art fairs is about expanding access, diversifying artistic expressions, and enriching the overall art fair experience. Embracing these technologies can help art fairs stay relevant in a rapidly changing global landscape and foster greater inclusivity in the art world.
Do you have any specific initiatives or programs in place to make art more accessible to a broader audience?
As Scandinavia’s largest international art fair, we are excited to connect art lovers with the most visionary galleries and artists in Copenhagen and on our online platform. Whether you are an established collector, dealer or buying your first artwork, you will be able to bring a unique piece of art with you home. We are proud to collaborate with the industry’s key players, and together forge a meaningful path for the international art world.
What advice would you give to aspiring artists or gallery owners looking to participate in major art fairs?
For galleries and artists participating in Enter Art Fair for the first time, it’s crucial to meticulously prepare to present your finest work and engage proactively with visitors to forge meaningful connections. Utilize social media to promote your presence and remain receptive to feedback, viewing the fair as a chance for learning and development. I also suggest interacting with other participating galleries and exploring local Danish galleries to gain deeper insights into the Scandinavian art market.
With that in mind. How do you think art deals with being well received on social media compared to being something people want to own and hang on the walls in their homes?
There has been a rise in new and young art collectors.. Many of these are interested in digital art. This is something we are exploring in our Art Program and in the digital section this year.
I’ve heard rumors that a lot of big prominent galleries are in financial trouble. So I wanna ask you… Do you think there’s a general decrease in people that are purchasing art?
No, but there’s of course always a shift in the market which everyone needs to adapt to. In my experience the art market is thriving and our visitors of more than 20.000 people are a testament to that. I’m thrilled that the galleries at Enter Art Fair experienced record-breaking sales in 2023 and their ambitious strategy of presenting their A-game artists paid off.
Our visitors want to spend more on art and have a positive outlook on the market. The galleries reported outstanding sales to private collectors, international museums and foundations. Within the first few hours of the fair, galleries had sold large-scale artworks.
A notable acquisition was a monumental sculpture by French artist Bernar Venet which was sold by the gallery von Bartha to a private collector in Denmark. Loyal collectors returned to the fair, and galleries experienced that over 80 percent of their sales came from new collectors and leading institutions. A demand from collectors in Denmark, Sweden, Norway and Germany was particularly strong, and galleries also placed important artworks to collectors in India and the US. We cannot wait for the 2024 edition!
While we’re on the topic… There seems to be an increase in new galleries opening. What’s your take on that, do you think it’s a fad or that the market is saturated right now?
I’m a huge supporter of new galleries opening around the world, and we support these with a special section at the fair. In our Young Section we present galleries that are five years or younger. This creates an incredible dynamic between the established and the new galleries.
With what we just talked about, what are your overall thoughts on the current state of the art market?
I’m incredibly positive about the art market, one of the reasons is that art not only offers aesthetic pleasure but also represents a sustainable investment. Unlike many consumer goods that contribute to waste, art pieces often appreciate in value over time and can be enjoyed by future generations. Contemporary artists are increasingly focusing on eco-friendly materials and practices, ensuring that their work taps into sustainable values. By purchasing art, you are investing in something that maintains its worth without generating excess waste, making it a meaningful and environmentally conscious choice.
What do you enjoy most about your job, and what keeps you motivated?
Enter Art Fair is a celebration of contemporary art and the entire industry! I am lucky to work with an amazing team that constantly encourages me to explore new paths. It is vital for us to stay curious, keep up with the latest trends, and adapt to societal changes. It keeps us motivated to work with the world’s leading galleries and their artists, and bring value to them and the entire arts industry.
How would you describe a perfect day?
A perfect day is one where we achieve a goal or make significant progress towards it, while also making a positive difference in the lives of others
In a parallel universe who would you be? and what would you be doing?
In a parallel universe, I might still be someone who takes action and makes things happen. Instead of being a dreamer, I’m a doer who focuses on achieving goals and making a difference. While it’s fun to imagine different possibilities, I’m very satisfied with where I am today and grateful for the path I’ve chosen. No matter the universe, my focus would always be on making a positive impact and finding fulfillment in the present moment.
Can you tell me a story about a time when a connection with someone had a big impact on you?
Throughout my life, there have been countless encounters with people who have inspired and influenced me in significant ways.
I am continually inspired by the people I engage with, whether they are relatives, colleagues, friends, or strangers. Each connection offers new insights and challenges me to grow. These relationships have shaped who I am and how I do things, and I am grateful for the lasting impact they have had on my life.
What qualities do you find most important in the people you choose to spend time with?
Honesty, drive and humor.
Alright Julie. I always ask these two questions at the end of an interview. The first is. What’s your favorite movie(s) and why?
The Godfather” is my favorite film because of its masterful storytelling, complex characters, and the way it delves into themes of power, family, and loyalty and the film’s ability to portray the moral dilemmas faced by its characters. It’s a timeless classic that resonates on many levels. I can see them all again and again.
The second is. What song(s) are you currently listening to the most right now?
Somebody (2024) by Gotye and more, Little Things x Gypsy Woman by Jorja Smith And all songs from ABBA.