PRIZE

Erarta Foundation, in collaboration with ZⓈONAMACO, Latin America's leading art fair, unveiled the most substantial financial prize in recent art fair history—USD 100,000—this February 2024 in Mexico City. In a ground-breaking approach, the award's recipient was chosen by the fair's attendees rather than a jury of art professionals.

The philanthropic Erarta Foundation, based in Vienna, Austria, and ZⓈONAMACO proudly announced their partnership on the occasion of the fair's 20th anniversary, held from February 7 to 11, 2024, at Centro Citibanamex, Mexico City.

This novel prize initiative, known as the Erarta Foundation ZⓈONAMACO Art Prize, entrusted the public with selecting the 'Highlight of the Show'. Visitors cast their votes from a curated shortlist of artworks. The piece garnering the majority of votes was declared the winner and the prize money was shared equally between the artist and their respective gallery. The award was officially presented to the winning artist and gallery by representatives of both the Erarta Foundation and ZⓈONAMACO. The ceremony was held on the closing day of the fair, Sunday, February 11, 2024, in ZⓈONAMACO's Conversations Hall.

Dasha Vass, a Director at the Erarta Foundation, expressed her enthusiasm: “We were delighted to partner with ZⓈONAMACO as this initiative helped us advance in our mission of supporting and popularising contemporary art for the benefit of art lovers worldwide.” She added: “Erarta Foundation was especially pleased to offer the visitors of ZⓈONAMACO the opportunity to participate in financially rewarding the artist and the gallery exhibiting the work that made the biggest impression on them.” Zélika García, Founder of ZⓈONAMACO, added, “As we celebrated ZⓈONAMACO's 20th anniversary, the Erarta Foundation prize signified our relentless pursuit to stay innovative and relevant. This collaboration underscored our dedication to artists and galleries and ensured a unique, ever-evolving experience for our visitors.”

Direlia Lazo, the Artistic Director of ZⓈONAMACO stated, "In the dynamic landscape of art fairs, prizes play a pivotal role in recognizing what's significant. This prize positioned the artwork and its viewer at the heart of the experience, celebrating that moment of resonance when one encounters an artwork that feels both meaningful and current. Amidst the bustling commerce of the fair, it's a reminder that the genuine bond between art and its observer is truly invaluable.'