Zelika Garcia

What are three attributes to describe yourself?

I am very curious, I really like to learn and I love challenges.

Your title is Founder / Director. What exactly does your job consist of in terms of managing the fair and its different editions? What are your responsibilities?

I continually study possible alliances that our fairs can have with collaborators and explore the way in which fairs can be developed depending on what our exhibitors and visitors need.

What do you find to be the most exciting part of the role you play?

I love the range of possibilities that every new edition of the fair means. Every time we finish an event I see a panorama of growth that we can build together with our exhibitors and collaborators.

Prior to founding this fair, what were you involved in? Have you always been interested in the arts?

I’ve always loved art and I’ve always been into learning about aesthetic and design. I studied Arts at Monterrey University (Mexico) because I wanted to be an artist. Afterwards, I started with ZsONAMACO and that has been my main project for the last 15 years.

What are your thoughts on Mexico City as a hub for contemporary art?

Mexico City is a place where everything happens. It’s a city with great artistic production and countless cultural venues, that’s why this is the best place for events like ZsONAMACO, where we can build networking among actors in both local and international scene.

I understand that the Foto fair highlights pieces under $3,000 USD. Why did you decide to do that?

That’s part of the “Program for the Promotion of Collecting”, and it’s part of all our fairs. We realize that the number of young collectors increases every year, that’s why we created this program, an initiative taken by the fair and participating galleries, in which the pieces are identified by a color sticker, with the aim of encouraging the approach between exhibitors and visitors.

What kind of result did you see from this pricing mechanism after the first edition of the art fair?

We have seen greater approach between exhibitors and visitors who are interested in starting a collection, but it’s difficult to calculate how many sales the program generates, because after the fair closes, usually gallerists continue in touch with collectors and sales may be generated months after the event.

What kind of growth have you seen in this fair from when it first opened until now? What do you see in the future?

At the beginning, the project emerged as an art fair, which subsequently became a platform with four fairs embracing contemporary art, design, antiques, and photography, so our work has become interdisciplinary.

What kind of collectors can we expect to see at this art fair coming up? How are they different from the contemporary fair later in the year? Can you tell us a little about your experience with that fair?

There are collectors who visit all our fairs, while there are others who specialize in a single discipline. A peculiarity of ZsONAMACO FOTO is that we receive a great number of young collectors who have been involved in collecting for a short time, and at the same time, there are consolidated collectors that visit us year after year.

Are you finding that in the recent years Mexico City has gained the attention of important US/European galleries?

Yes, of course, when you review the agenda of museums and international art fairs it is very common to find the presence of Mexican artists who have a very visible impact, along with galleries such as OMR, Kurimanzutto, GAM, House of Gaga, etc, that have been key players in the development of the art of our country.

What do you believe the driving force to be behind the rise of this art fair in the recent years? Collectors, culture, etc.?

On the one hand there are a lot of artists producing photography, and on the other hand, although there are many exhibition spaces in Mexico, visitors still need these photography events where they can be aware of the proposals of all galleries in one place.

What is your opinion of the quality of galleries here in Mexico City?

The quality is just awesome. Year after year we receive proposals to participate in the fairs, for that process we have selection committees and we are always surprised by the great quality of the artworks, which of course contributes to maintaining the quality of every edition of the fairs.

What were some of your favorite pieces from last year’s fair and why?

I would never finish listing them. Every year I have favorite pieces, the variety of artworks that we present is endless.