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info@abeerseikaly.com

SAF 2010 was from the beginning, driven by a
desire to raise awareness and celebrate art in
Jordan while spearheading a long-term eort to
educate, nurture and create.

As the director of the fair, my focus remained
on the local – showcasing both established and
emerging artists within Jordan and fortifying
the foundation for a vibrant cultural scene,
eventually widening the borders to include
artists from the region and beyond.

While the function of art fairs is mainly a
commercial endeavor, SAF 2010 focused on
starting a sustainable conversation that engaged
all constituent elements of the world of art –
from artists and galleries to curators, art patrons,
collectors, institutions and members of the

public on the role of art in society. We asked
that everyone join the conversation to continue
appreciating, understanding, acquiring and
creating art.
e idea of collaboration was central to SAF
2010 and informed all aspects of the program
as a key tool to create the momentum needed
to sustain a productive cultural platform that
extends beyond a one-o annual fair. e
galleries, special curated spaces, individual
artists and additional activities throughout the
venue were thoughtfully executed to encourage
the viewer to react, interact and be inspired.
Additionally, the evening talks were geared
towards presenting new ideas and introducing
dierent processes and concepts to broaden
our comprehension of art and the role it plays
in our societies.

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