All That Hoopla. (2016)

All That Hoopla

In 2016, Clare Strand’s customised Hoopla stall was installed outside the Unseen Art Fair, Amsterdam. The proposition offered to the attending public and passersby was to pay five Euros to ‘hoopla’ a photograph on the stall and win one of her limited edition, signed works. The very same works were being offered by a gallery in the Unseen Art Fair at full cost.

With this intervention, Strand undermined her own gallery representation by going into direct competition with it.
By taking an (un)calculated risk of which activity (the art fair or the Hoopla stall) might be the more financially lucrative, Strand in turn attempted to achieve a more level playing field for the ownership of her artworks.

All that Hoopla is an endeavour to decentralizatise and challenge the dynamics of conservative and hierarchical art market structures. It also highlights the variables of chance, luck, loss, fluke, risk and the vagaries of fortune, all of which are the central themes of Strand’s ongoing practice.

All that Hoopla continues to be installed and played at different festivals and fairs, open to anyone that wants to play the game and make an investment gamble in the art market.