MASTERPIECE ART FAIR
AS CEO FROM 2013-2017, NAZY ESTABLISHED MASTERPIECE LONDON AS A SERIOUS EVENT ON THE INTERNATIONAL ARTS CALENDAR.
With her critical eye, Nazy curated the Fair’s exhibitor roster to focus on world-class fine art, sculpture and design from antiquity to contemporary - all under the cross-collecting ethos. New exhibitors included Axel Vervoodt, Rose Uniacke, Thomas Gibson Fine Art, Blain Southern, Richard Green, Tornabuoni, David Gill and Carpenters Workshop. A sculpture trail for the fair was also developed.
Simultaneously Nazy spearheaded a carefully constructed communication strategy, securing significant international press coverage for the fair’s new direction.
Central to the commercial success of the fair was the introduction of The Masterpiece Patron Programme, spearheaded by Nazy. Building on her experience of running ‘Sotheby’s Preferred’, The Masterpiece Patrons Programme provided a unique opportunity for exhibitors to engage with a carefully vetted list of international collectors, curators and museum directors before the fair opened to the public.
Nazy was personally responsible for connecting many of these UHNW with galleries and dealers of potential interest and hosting events around the world at key moments in the art calendar.
She also spearheaded ‘The Masterpiece European Treaures Pavilion' in Hong Kong in 2013, where a selection of Masterpiece exhibitors showcased works of art during Fine Art Asia.
Strategic partnerships developed during Nazy’s tenure included with The Metropolitan Museum of Art, Sir John Soane Museum, Zaha Hadid Studio, Factum Arte, Sotheby’s institute, Puiforcat, Jaeger Le Coultre, Perrier-Jouët, Maybourne Group and Royal Bank of Canada.
The overall strategy devised by Nazy at Masterpiece resulted in the acquisition of the Fair by the MCH Group in 2017.