What You Can Expect This Year From Eye Of The Collector, According To Founder Nazy Vassegh

By Tessa Dunthorne

1 month ago

'Rather than the traditional white tent booth format of fairs around the world, Eye of the Collector takes visitors on a journey of artistic discovery where the art takes centre stage.'


Nazy Vassegh is an art consultant with over 25 years in the business – and in 2020, she founded Eye Of The Collector, a boutique art fair that turned the traditional fair concept on its head. We sat down with her ahead of this year’s fair (opening 26 June) to find out what she’s excited about.

Interview: Nazy Vassegh On This Year’s Eye Of The Collector

Founder Nazy Vassegh

Founder Nazy Vassegh

You’ve worked in the art world for over 25 years. How did it begin?

My career in the art world began partly by chance when I accepted a summer internship in the Old Masters department at Sotheby’s, whilst still at University. From there, I joined the Marketing department.

What roles have you taken on over the years? How would you describe what you do now? 

My roles have spanned the worlds of Jewellery, Impressionist, Modern and Contemporary Art, as well as marketing and the launch of a top-tier client programme focusing on top end active collectors within the auction world. I have also been the CEO of Masterpiece Fair as well as building a successful advisory business called Business of Art. Today I combine my art consulting business with Eye of the Collector, my boutique art fair.

Starting Eye of the Collector was not without trials and tribulations – the first edition took place online in the pandemic, the economy has been difficult in recent years – how was founding an art fair in that climate?

The beginnings of Eye of the Collector were not without their challenges. Given factors outside of our control, we had to delay the first edition and go digital, presenting a virtual version of the fair online. In many ways the challenges in that period were also a catalyst for creativity, and for community engagement and learning, all of which have benefited the development of the fair. We never stayed still: we stayed active to survive and thrive.

The Garrison Chapel

The Garrison Chapel, this year’s venue

This coming edition at the Garrison Chapel in Belgravia will be our fourth in real life in two and a half years and the concept goes from strength to strength. The idea of presenting art with collectible design, juxtaposed with architecturally interesting buildings brings a fresh new perspective to the collector’s calendar, which is greatly appreciated by participants and visitors alike.

 What makes Eye of the Collector so unique? 

Rather than the traditional white tent booth format of fairs around the world, Eye of the Collector takes visitors on a journey of artistic discovery where the art takes centre stage. Visitors are encouraged organically to discover and rediscover Artists from history and from the current day presented in a domestic context that is relatable and unique.

Talk to me about this year’s venue and why it’s being hosted there? 

We always look for venues for Eye of the Collector that are a little under-the-radar. This makes visiting the fair an extra special pleasure for everyone. The Garrison Chapel, built in the late 19th century, is a beautiful example of its kind with stunning interiors, beautifully restored recently as part of the new Chelsea Barracks master plan. It’s also home to the King’s Foundation in London.

And who are the galleries exhibiting at the fair? 

Our galleries are particularly exciting this year and we have a broad representation from different corners of the globe as far reaching as Asia and Saudi Arabia, Continental Europe and the UK.

Lucian Freud, Blond Girl, 1985, 88.4 x 71.2 cm (Sheet) Framed 93.5 x 76 cm, Edition of 50. Courtesy of Julian Page

Julian Page Gallery are joining Eye of the Collector for the first time. Pictured, available: Lucian Freud, Blond Girl, 1985, 88.4 x 71.2 cm (Sheet) Framed 93.5 x 76 cm, Edition of 50. 

We are delighted to welcome back many including Vigo Gallery, Whitford Fine Art, Tanya Baxter Contemporary, Based Upon, Dellasposa, GBS Fine Art and Zelouf & Bell, and equally thrilled to be welcoming newcomers such as Offer Waterman, Hafez Gallery, Long & Ryle, Vendelmans, Ash & Plumb, Lalique, Julian Page, Duende and Bluerider ART.

What are you particularly excited about this year? 

I am excited about a number of things. We have 30 new works being unveiled at the fair and 61 artists from 20 countries. We are working with renowned specialists in our exhibitors and the fair covers a wide range of genres including painting, photography,  design, film, ceramics and sculpture from 1925 onwards. I am also looking forward to seeing our wonderful collector base and art enthusiasts walking through the beautiful gardens at Chelsea Barracks and seeing the stunning Garrison Chapel.

Visit Eye Of The Collector

26-29 June, tickets available via website. Garrison Chapel, Chelsea Barracks SW1W 8BG.