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The next Penman fair in Chelsea takes place down the King’s Road from BADA 2017, coinciding with it almost to the day, and also sports a new name: The Chelsea Antiques, Art & Design Fair.

Running from March 15-19 in its usual place at Chelsea Town Hall, it is not substantially different in the essentials but the name change invites all-comers, from private buyers to decorators, to the longstanding event.

Founded in 1950, it once held a top spot on the calendars of UK collectors and, organisers recall, brought in visitors such as Margaret Thatcher, Michael Portillo and Lord Snowdon. Back then the fair centred on pre-1840 objects, but today it includes both period and contemporary pieces including decorative arts and modern art as well as traditional antiques.

Its plan to update and increase its reach mirrors BADA’s (see facing page), and exhibitors hope the proximity of the two events will play to their benefit.

Along with Hickmet Fine Art, Gemma Redmond Vintage is a first-time attendee, bringing 20th century designer jewellery.

“I’ve attended some of the Penman fairs for a number of years and was impressed by their quality, ” says Redmond, who launched her business in 2014. “I wanted to experience selling at a quality central London fair and it’s great that it’s taking place at the same time as the BADA fair as this means that a lot of like-minded buyers should be in the area.”

In total, 35 dealers will stand at this year’s event including Barclay-Samson, bringing a range of original vintage posters, sculpture dealer Mary Wise, who is a veteran of the fair for more than 30 years, and glass specialist M&D Moir, offering a mix of Art Nouveau and Art Deco pieces.

Other exhibitors include Bagshawe Fine Art, Jupiter Antiques with 18th and 19th century porcelain and The Petersfield Bookshop, bringing antique, second-hand and new books.

Different name, same look: it could be a winning formula for fairs this year, and Chelsea is ready to welcome a raft of new visitors while staying true to its roots.