Art Basel 2025 in Basel, Switzerland, saw K-pop star RM (of BTS) visit the fair's Unlimited section, drawing screaming fans and highlighting his role as an art collector. Other notable moments included Friedrich Kunath's romantic portrait of Liam Gallagher (priced at $135,000) on view with Pace gallery, Italian collector Patrizia Sandretto Re Rebaudengo announcing a dual-site exhibition in Turin for her foundation's 30th anniversary, and Fondation Beyeler drawing luminaries like Carolyn Christov-Bakargiev and Don and Mera Rubell to Jordan Wolfson's VR experience 'Little Room'. The fair also introduced a bespoke fragrance called 'Racing Anticipation' in collaboration with Givaudan, though some staff reported allergic reactions.
The article matters because it captures the intersection of celebrity culture and the high-end art market, demonstrating how pop stars like RM and Liam Gallagher drive attention and sales at major fairs. It also highlights key trends: the growing presence of digital and VR art, the importance of collector-driven exhibitions, and the increasing use of sensory marketing (scent) to shape the fair experience. These developments reflect broader shifts in how art is consumed, promoted, and experienced in the global art world.