British Art Fair
BRITISH ART FAIR 2025
Modern and Contemporary British Art
25 - 28 September
Saatchi Gallery, Duke of York HQ, King’s Road, London SW3 4RY
Digitalism at British Art Fair
Space Burger, Jonathan Mitton, Augmented Reality Print
Digitalism, the first ever art fair section dedicated entirely to digital art, was launched at British Art Fair 2024 to wide acclaim. “A peek into the next frontier of art” and “a dynamic addition to the first-rate Modern and Contemporary British Art at this long-standing fair” is how it was described in the media. Visitors and exhibitors were impressed too. Exhibitor Kei London described it as “a significant milestone in the UK art scene,” while artist Steve Zafeiriou said “Digital art is now a driving force in the evolution of contemporary art. British Art Fair 2024 was a powerful testament to this, showcasing the incredible breadth and depth of digital art today.”
Following its success, a larger edition of Digitalism will be installed at the Fair in 2025 with 22 stands and a sensational showcase of new work by over 60 digital artists. The art ranges from AI, digital painting, sculpture and photography to moving image art, robotic sculpture, Augmented Reality (AR) and Virtual Reality (VR) installations. Produced and curated by prominent academic and interdisciplinary artist, Rebekah Tolley, Digitalism is arranged as part traditional fair with stands and part installation. It is held across two top floor galleries at Saatchi Gallery, providing visitors with both beautiful art to enjoy and immersive experiences. Specialist art dealerships are on hand with advice on collecting and displaying digital art.
“Digitalism at British Art Fair brings together some of the most innovative artists working at the intersection of art and technology today; but more than that, it is an art movement in its own right — a new ‘ism’ in the story of art. At the same time, it recognises and reflects the long and rich history of digital arts, honouring the pioneers who laid the foundations while pushing the language forward into the present and future.” Rebekah Tolley
2025 Highlights
The Original Quantel Paintbox Artists
Adrian Wilson, Kim Mannes-Abbott, Micha Riss
Launched in 1981, British tech pioneer Quantel revolutionised visual culture with its £150,000 Paintbox: the world’s most advanced digital image workstation. Designed for artists, with an intuitive, stylus-driven interface, it required no coding. In 1984, ten UK art colleges received Paintboxes, sparking a wave of digital creativity. Kim Mannes-Abbott used hers to create MTV Europe’s trailblazing visual style. Adrian Wilson became the first artist to specialise in digital paint photo manipulation. Across the Atlantic, Micha Riss built an award-winning career, including an Emmy. Their works now feature in top collections, including the Victoria & Albert Museum, and will be shown collectively for Digitalism.
VitaliV, 1957 Cirque du Soleil, 2017, backface acrylic on dibond, 7, 100 x 100cm, courtesy MA Gallery
MA Gallery presents VitaliV
Schematism: A New Language of Digital Art
Born in 1957 in Odessa (in Ukraine, USSR at the time), artist VitaliV is celebrated as a veteran of the digital art world. He first studied engineering at the Odessa Maritime College followed by classical painting at the Academy of Arts in St. Petersburg, where as a student he lived in the legendary St. Petersburg underground art squat, Apteka Pelya Mansards. In 1989 he won a scholarship to Norwich University College of the Arts, later moving to London. Here VitaliV established an art community known as Bank, based in the former Barclays Bank building in Hoxton. It was a pioneering multimedia arts centre where he held a series of OMSK short film festivals, organised conceptual art exhibitions, sculpture shows (including monumental sculptures), video installations and displayed works produced in new, digital, media formats. VitaliV calls his style Schematism, described by MA Gallery as “bringing together‘the clarity of architectural design with the emotional weight of art that lingers.”
Marco Conti Šikić (MCSK)
Marco Conti Šikić graduated in Art from the Accademia in Rome, and in Architecture and Art from La Sapienza University and the École Nationale Supérieure des Beaux-Arts in Paris. He has explored art, architecture, illustration, and 3D design. In 2010, he founded Tada_Lab a digital visualisation company for architects, collaborating with renowned studios like Jean Nouvel and Renzo Piano in Paris. In 2016, he transitioned to a full-time career in fine art, blending classical techniques with modern digital media such as AI, coding, and generative art. His work has been showcased internationally, with standout pieces like the DOMVS series, which merges digital painting with 3D elements. He is the co-creator of The Conversation, Marina Abramović’s AI Alias, with Abramović and Hans Ulrich Obrist, for the first edition of SXSW London, 2025. Since 2021, Marco has been the founder and art director of Code Green, a leading Web3 nonprofit that leverages art and technology for climate and social activism.
Jonathan Mitton, Are We Alien, Print (non AR)
Aether Elf
Edinburgh artist Aether Elf originally trained in traditional media, shifting to AI-assisted creativity after chronic pain made her previous methods inaccessible. Her transition included an exploration of both legacy Computer Arts and AI. Out of this creative journey was born ‘Alien Forest’: an evolving universe of fungi, surreal beings, and otherworldly organisms that has created an absolute storm (and attracted massive followings) on social media. Elf’s output includes fashion, music and 3D objects.
Jonathan Mitton
The WOWOW Gallery
The WOWOW Gallery opened this year as an exclusively digital art gallery. AI prints by well-known artists including Lara Julian will be launched at the Fair. The gallery is pleased to be showing a range of works by the renowned holographic artist Jonathan Mitton. Mitton’s holographic works include groundbreaking motorised display devices called Time Machines that became iconic in the field, and a controversial Hardcore Holography series which was included in the Barbican Art Gallery's exhibition Seduced: Art and Sex from Antiquity to Now (2007/8). The artist’s collaborative projects include stage and light design for Echo & The Bunnymen and founding the Surreal Vintage movement (2012-2020). His work has been exhibited internationally with pieces in collections including the Museum of Holography (Washington).
Cristina Schek, Bubbles the Fish, 2025, Archival Pigment Print, Digitalism Edition of 5
d.memo, Cem Hasimi
Cristina Schek
Entirely self-taught, artist Cristina Schek uses digital montage to craft whimsical yet thought-provoking compositions inspired by the Surrealists and Old Masters. The Transylvanian-born, London-based artist has won a host of awards in recent years including First Prize in the Young Masters People’s Choice Award (2025) and Highly Commended for the Rudolph Blume Foundation Acquisition Award (2025) and the 2023 W4 Fourth Plinth for her public artwork The Ceiling In The Sky.
Cem Hasimi
Cam Hasimi returns to Digitalism this year. Originally from Turkey, his artistic journey in London began as an award-winning art director, crafted compelling narratives for top brands. This experience laid the groundwork for his transition to digital art and animation and in this field he has captivated audiences from New York to Miami to Lisbon. A highlight of his recent career was a solo exhibition at Frameless London.
Matt Black Art
Matt Black Art is a London-based digital artist who uses Synthography, a new art form which combines text with AI photorealistic photography, to create experimental works with an element of storytelling.
Julien Durand (MJM), Fading into Dust, 2025, Digital
Julien Durand
Originally from the French Reunion Island, Julien Durand, also known as MJM, currently lives in Los Angeles. He is a digital creator and AI artist whose work blends cutting-edge technology with an eye for beauty shaped by his background in photography and mechanical engineering. Julien has an impressive exhibition history, including DreamForum Los Angeles (2023), DreamForum London (2023), and an animated piece presented in Harajuku, Shibuya, Tokyo (2024). In 2025, his work was featured at the Art Golden Gai in Tokyo, The Open Gallery in Buenos Aires, and the Upscale Conference in San Francisco. He was a Main Stage panelist at AI on The Lot, the largest AI film conference held in Los Angeles in May 2025, and will also exhibit at Burning Man in Nevada (August–September 2025). Entirely self-taught, Julien crafts striking pieces that merge technical precision with artistic vision. His engineering mindset fuels a constant drive to experiment and refine, resulting in a diverse body of work that pushes the boundaries of what AI-generated art can be.
Ruby Pluhar
Ruby Pluhar is a photographer and director who brings intense creativity to picturing people in performance and couture, as shown in her recent freelance work with fashion houses Givenchy, Erdem, Dior, Alexander McQueen as well as the Royal Ballet and Opera House.
Ricardo Couto
Known in the digital realm as AI TimeMachine, Ricardo Couto has spent the last two years devoting himself to mastering the language of AI imagery. His work drifts between epic fantasy and cosmic surrealism, each piece a portal into timeless landscapes shaped by his inner visions. He describes his futuristic works as “not just images, but fragments of thought transformed into immersive worlds, inviting you to step inside and lose track of time."
KWEL
Nole Kwel, (known as KWEL), is a Hong Kong–born, UK-based AI artist whose emotionally driven works combine storytelling and visual design. For Digitalism she presents KWEL: The Shiny Feed and the 3AM Silence works which explore the rhythm between our public and private selves. “Through AI-generated hybrid imagery, I capture the cycles of rise and fall, burn and cool, showing how light and shadow together form a whole self.” She says.
Find Digitalism on the second floor of British Art Fair, 25-28 September 2025, Saatchi Gallery, London.
Ruby Pluhar, New Landing, 2024, Photograph
NOTES TO EDITORS
Ramsay Fairs
British Art Fair is owned by Ramsay Fairs. In 2025 the company, which runs 20 fairs worldwide, celebrated its 25th anniversary. Affordable Art Fairs can now be found in 15 cities including Amsterdam, Berlin, Brisbane, Brussels, Hamburg, Hong Kong, London, Melbourne, New York and Singapore. VOLTA Art Fair takes place annually in Basel. With over 250,000 visitors a year, Ramsay Fairs has earned a global reputation for hosting stylish art fairs at all levels of the market, as well for introducing art to generations of collectors.
The 2025 British Art Fair Team
British Art Fair Co-Founder, Gay Hutson, and Will Ramsay CEO, Ramsay Fairs, are advised by a committee which includes dealers: Jamie Anderson, Jenna Burlingham, Colin Gleadell, Zavier Ellis, James Hyman, Peter Osborne and Richard Selby. The fair also has a vetting committee to authenticate the works shown.
BLAST and British Art News
British Art Fair publishes news on all areas of Modern and Contemporary British art in public and commercial galleries in a column edited by author Alex Leith. The fair sponsors BLAST | Art Market Report, a monthly and independent report by Colin Gleadell with exclusive content on the British art market. Read and sign up for free at www.britishartfair.co.uk/blast
British Art Fair 2025 Associate Partner: Riverstone Living
Riverstone creates vibrant later living communities in prime London locations, where culture, wellbeing and connection are at the heart of everyday life.
British Art Fair 2025 Collectors’ Preview Partner: Plowden & Smith
Since 1966, Plowden & Smith has provided specialist conservation, restoration and mount-making services to the world’s most discerning collectors, fine art market professionals and the global museum sector.
Charity Partner: Hospital Rooms British Art Fair is pleased to be working with the mental health charity Hospital Rooms for its 2025 edition. Hospital Rooms work within hospitals transforming clinical spaces into environments filled with colour, care and inspiration. The charity aims to raise funds at the fair through sales of a limited edition print by a major contemporary artist. The funds will enable new projects and a programme of creative workshops for patients. At the fair, they will be installing a calm immersive interior where visitors can recline on artist-made furnishings, relax and find out more about their projects.
Saatchi Gallery
Since 1985, Saatchi Gallery has provided an innovative platform for contemporary art. Exhibitions have presented works by largely unseen young artists, or by international artists whose work has been rarely or never exhibited in the UK. This approach has made the Gallery one of the most recognised names in contemporary art. Since moving to its current 70,000 square feet space in the Duke of York’s Headquarters in Chelsea, London, the Gallery has welcomed over 10 million visitors. The Gallery hosts thousands of school visits annually and has over 6 million followers on social media. In 2019 Saatchi Gallery became a registered charity, beginning a new chapter in its history.
www.saatchigallery.com Registered Charity Number: 1182328
BRITISH ART FAIR
Modern and Contemporary British Art
25 - 28 September 2025
Saatchi Gallery, Duke of York HQ, King’s Road, London SW3 4RY
www.britishartfair.co.uk
office@britishartfair.co.uk
Instagram: @britishartfair | Facebook: @britishartfair
Twitter: @BritishArtFair #BAF25 #BritishArtFair
Opening Hours
Collectors' Preview, Thursday 25 September, 11am– 9pm
Friday 26 September, 11am – 9pm
Saturday 27 September, 11am – 7pm
Sunday 28 September, 11am – 5pm
Last entry is half an hour before the fair is due to close.
Ticketing
Pre-booking is advised. Tickets will be released in June.
Collectors’ Preview - £60
General Admission - £25
Concessions - £22
Under 16s - free, booking required and must be accompanied by an adult.
Carer/Companion - free - email tickets@britishartfair.co.uk to secure the ticket.
Press Contact: Jessica Wood, Head of Communications
Email: jessica@britishartfair.co.uk
Tel: + 44 (0)7939 226988