How Market Art Fair manages 3,000 (!) VIP guests – without drowning in email

Bringing together 50+ galleries, 150 artists, 5,000 visitors, and 3,000 VIP guests in the storied halls of Liljevalchs takes more than "a solid plan." It takes a system that makes it easy to send invitations, manage lists, send reminders and above all: save time.

We spoke with Ella Erickson, Communications and Relations Manager at Market Art Fair, about how they use Confetti to pull everything together, from the VIP programme and dinners to ticket sales and scanning.

What is Market Art Fair?

Market is the Nordic region's leading art fair for contemporary art. Gallerists, artists, collectors, museum directors, and curious visitors come together for a few intense days in May. Since 2018, the fair has called Liljevalchs in Stockholm home, where original walls, skylights, and wood panelling set a very different tone from your typical exhibition hall. It's like the Spring Salon, but with established artists, Ella says.

VIP guests from across the Nordics and beyond

Market has a strong network of VIP guests who are invited to exclusive previews, dinners, and studio visits. These are often the people who buy art and the ones galleries most want in the room. Previously, all VIP invitations were handled manually by email.

One year I personally replied to 4,000 emails. That wasn't sustainable.

Since switching to Confetti, everything has become easier. All invitations are now handled digitally and guests can manage their own RSVPs. "It's seamless, you could say. And that's exactly what we want. Our guests don't want to fill out lots of forms or click through a bunch of steps to sign up. It just has to work."

Credit: Jean-Baptiste Béranger and Market Art Fair.

ONE system, for the entire fair

Market Art Fair uses Confetti for more than just VIP lists. It also handles:

• Public ticket sales
• Invitations to dinners and parties
• Registration for the exclusive VIP programme
• On-site check-in and scanning

We scan both tickets and VIP codes at the door. It's such a relief to have everything in one and the same system.

A VIP programme beyond the fair itself

A key part of the art fair is everything happening around it: studio visits, private collector previews, artist ateliers, and museum tours. Confetti is used here too and it makes a real difference. Ella says: "We used to send reminders manually. Now we're testing doing everything through Confetti, with automated reminders. It saves us time and reduces the risk of things slipping through the cracks."

Smooth logistics with a personal touch

Market is a small team for whom personal connection is everything.

"We know many of our VIP guests by name. You need to stay on top of things: who's been invited to what, who cancelled, what does that affect? Confetti makes it easier to stay organised without losing that personal touch."

Credit: Jean-Baptiste Béranger and Market Art Fair.

A better experience for both the team and the guests

By bringing everything into one place, Market Art Fair has gained better oversight, fewer manual steps, and a smoother experience for visitors and the team behind the scenes alike.

We want everything to feel safe, easy, and professional. With Confetti, we cut out the chaos and get more time for what really matters: the art and the people.

Want to build an event flow that just works?

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