“It takes a lot of time to discover what you really like within the traditional art scene, where each exhibition of the work of one artist is up for six to eight weeks. You have to go to a lot of different exhibitions then,” says Emma Weinerhall, fair director at the Affordable Art Fair Stockholm. “One of the most common things I hear is people saying ‘I don’t know anything about art’. No one would ever say that about music. What is it that makes people feel like you have to have a bachelor’s degree in art history to even dare to express an opinion? This is one of the fundamental ideas behind the Affordable Art Fair: we want to remove this notion and make everyone feel welcome and have fun.”

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