Art galleries are set to transform hotel rooms at The Loren on Lady Bird Lake into unique exhibition spaces this weekend as the Friends Fair makes its much-anticipated return. Following a successful inaugural event in 2025, the fair promises to bring together art from various galleries across the country in an unconventional setting.
Phillip Niemeyer, one of the event organizers and a curator at Northern-Southern on East Fifth Street, emphasized the fair’s role as an accessible entry point for those interested in contemporary art. “Friends Fair is going to be a really great entry point to people who are curious about contemporary art, but don’t know where to start or who to ask,” he noted.
Niemeyer expressed confidence that the artwork showcased at the fair could eventually find its place in museums, predicting, “There’s going to be one artist in the show — I don’t know who it’s going to be — that, in 10 years, is going to have a museum show. It’s that nascent energy. It’s exciting.”
This year’s fair will occupy 19 rooms on the hotel’s second floor, including a designated lounge area. Each participating gallery will curate its assigned room, allowing for a diverse range of artistic expression. “They all have their different characters and their different flavors,” Niemeyer explained. “You get to sample all these different communities… Every door is going to be like an art adventure. You don’t know what you’re going to get.”
Meredith Williams, owner of Martha’s Gallery and co-organizer of the fair, expressed enthusiasm for the creative freedom given to the galleries this year. Invited artists were encouraged to showcase their interpretation of Austin in a more flexible layout compared to last year’s event, where every gallery had the same room design. “Last year, some people did installations in the bathroom,” she recalled. “It’s really cool to see how creative people get.”
Joining Martha’s Gallery and Northern-Southern in organizing the event are McLennon Pen Co. and Ivester Contemporary. The concept of hosting an art fair in a hotel came about when Niemeyer and fellow gallery owners began hosting small events in their homes. Kevin Ivester, owner of Ivester Contemporary, suggested the idea, which took off quickly. “That sounds insane, but to my happy surprise, everybody was into it,” Niemeyer reflected on the swift planning that followed.
Both Niemeyer and Williams hope the fair will inspire attendees not only to appreciate the artwork but also to consider purchasing pieces for their own collections. “The whole goal of a fair is to sell art,” Williams stated. “I really hope people come who want to collect and buy a new piece.”
The Friends Fair is free to attend, but an RSVP is required. The fair will be open on Friday from noon to 7 p.m. and Saturday from noon to 6 p.m.
