Feria Material, a satellite art fair to Mexico City's Zona Maco, is moving its venue just six weeks before its February 5–8 edition. The fair will relocate from Expo Reforma to Maravilla Studios, a renovated historic factory in Colonia Atlampa, because Expo Reforma is hosting "Stranger Things: The Experience," a Netflix immersive activation, through the end of February. Material cofounder Brett W. Schultz told ARTnews that the fair exhausted all options to stay at Expo Reforma but faced limited venue options and skyrocketing rental prices in Mexico City. Maravilla Studios offered a similar price and features a single-level layout with high ceilings, polished concrete floors, and outdoor spaces, which the fair's production team sees as an improvement over the previous two-floor, carpeted venue.
This last-minute venue change highlights the growing pressure on mid-sized art fairs from the booming market for immersive experiences and brand activations, which are driving up rental costs and limiting venue availability in major art capitals like Mexico City. The move also underscores the resilience and adaptability of independent art fairs, as Material secured a sympathetic venue that supports cultural events. The shift to a more spacious, single-level space with outdoor areas could enhance the visitor experience and public programming, potentially setting a new standard for the fair's future editions.