Zero Art Fair Isn’t Selling Art—It’s Giving It Away, With Just a Few Caveats

Zero Art Fair, debuting its second edition at the FLAG Art Foundation in New York City from July 10 to 12, offers a radical alternative to traditional art fairs: attendees can take home selected artworks for free. The fair uses a "store-to-own" contract developed by artist William Powhida, NYU professor Amy Whitaker, and artist-attorney Alfred Steiner. Participants commit to a five-year vesting period before ownership transfers, during which artists retain rights to sell or borrow the work. After transfer, artists receive 50 percent of any sale price and a 10 percent royalty on subsequent resales. The fair was conceived by Powhida and artist Jennifer Dalton, rooted in their experiences with unsold work and structural gaps in the art market.