Clarion Events said that changes followed consultation with previous exhibitors and visitors to the event.
Part of the rebrand is a new name, The Art & Antiques Fair, Olympia, which replaces Olympia International Art & Antiques Fair.
“The rationale behind the name change is to place more emphasis on the content of the fair, while recognising its longevity,” says fair director Mary Claire Boyd. She added that the rebrand would put “the stock in the spotlight, reflecting the quality of pieces in a clean and contemporary environment”.
Alex Inkin, consultant to Clarion, adds: “We didn’t want to do too much because it is a well-established event, but the time is right to refresh once more and keep the long-running brand relevant.”
The venerable event has had several rebrands in recent years. In 2010, the name was changed to Olympia International Fine Art & Antiques Fair, replacing the simpler but less descriptive title The Summer Fair.
