Uruguay's only art fair, Este Arte, is preparing for its 12th edition from January 4-7 at the Vik Pavilion in José Ignacio. Founded by curator Laura Bardier, the fair features just 14 galleries, including returnees like Galería del Paseo and Xippas Galleries, and newcomers such as Almeida & Dale and Galerie Jocelyn Wolff. Despite its small scale, with works priced from $500 to $400,000 (most under $20,000), the fair has intentionally reduced its exhibitor list since its inaugural edition, focusing on quality over quantity.
Este Arte matters because it represents a deliberate effort to professionalize Uruguay's art market and create a new regional force in South America. The fair operates in a country that emerged from a military dictatorship (1973-1985) that weakened cultural infrastructure, but now benefits from concentrated urbanization, growing GDP, and a diaspora of collectors and curators. By positioning itself as a live experiment in market construction, Este Arte aims to convince local collectors to spend domestically and attract international galleries, challenging the dominance of larger neighbors like Brazil and Argentina.