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Patrick van Maris, the chief executive of TEFAF.

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The initiative, TEFAF Ten, involves a dedicated microsite hosting works from 10 exhibitors at TEFAF New York Fall (October 28-November 1).

Dealers can display eight to 12 objects on the site, which will have a ‘buy now’ capability.

The site’s functionality will be provided by Invaluable, TEFAF’s ‘marquee’ sponsor for its Maastricht and New York events.

“An exploratory move to test if we can use the TEFAF brand online

Patrick van Maris

TEFAF’s chief executive, Patrick van Maris, told ATG the move was “an exploratory one to test if we can use the TEFAF brand online”.

A more permanent presence will require the approval of the events organisation’s executive committee, but van Maris said a decision will be taken “very quickly” after the trial run.

“If it goes well, we will seriously consider developing our own TEFAF website with Invaluable,” he added.

“We try and help the dealer population and we also think it’s good for TEFAF to have a presence throughout the year.”

The TEFAF-branded microsite will be accessible on the home pages of TEFAF’s site and that of Invaluable.

Participating dealers can feature vetted objects available at the TEFAF autumn fair and others carrying a TEFAF disclaimer.

Exhibitors had encouraged the move, van Maris said. The financial model behind TEFAF Ten had yet to be discussed, he said. “It’s a first step, a marketing move for TEFAF New York Fall,” he told ATG.