Parallax Art Fair is not like any other art fair. It grew out of a research exhibition held in London in 2010. It was the first fair in London for creative entrepreneurs. The original exhibition looked at how viewers often see art through prejudices unknown to them. This idea is still central to Parallax today and is what makes it often challenging, confusing, open to misinterpretation, and strange to most people. Most people don’t understand Parallax because they miss that they are the subject.
Unlike other fairs that try to sound and look 'radical', and yet maintain traditional approaches to thinking about objects, Parallax is a conceptual work of art as well as a fair. It is a new kind of historical event. We do not believe in outmoded prejudices, such as qualities like ‘good’ and ‘bad’ residing ‘somewhere’ in art objects. Art selection is philosophically-dubious and mainly about marketing. All objects are equal and all makers of those objects are equal. This is emphasised in the presentation of the fair, which also celebrates and incorporates random events.