Magnus Renfrew, fair director for Hong Kong International Art Fair. Provided to China Daily

Every year, art lovers, collectors, celebrities and cocktail party animals are seen mingling happily at the annual ArtHK and this year promises to be no different. What is different is the quality of the art.

According to Magnus Renfrew, fair director for Hong Kong International Art Fair over the past five editions, there will be more galleries and more mainland Chinese artists showcasing their eye candy than ever before.

The Cambridge-native previously ran an art gallery in Shanghai before moving to Hong Kong in June 2007 to set up ArtHK. Since then, he has nurtured his staff into a full-time team of 10 people who work closely with different local and international agencies to ensure strict quality control.

"The competition to get into this year's fair has been extraordinary," says Renfrew. "Instead of being much bigger, I would much rather up its quality. Our selection committee was very impressed with the level of applicants and they worked hard on the layout of the fair to make sure that everyone is properly represented."

In 2011, ArtHK drew 63,000 attendees and is the biggest, most important art fair in Asia. This year, Renfrew predicts that fair goers will top 70,000.

With so many art lovers wandering around contemplating works, he admits that last year's show became congested during peak hours. Clogged arteries from one hall to the next impeded - and sometimes frustrated - the desired interaction between fair attendees, artists and their representatives.

"Art fairs are difficult to navigate," he acknowledges. "It is great to have landmarks, where you can arrange to meet or have a rest. This year, we designed 100 square meter spaces in 10 spots throughout the fair for that purpose. And we have put Asia One in the center with the galleries across two levels. The layout is now more integrated."

Asia One debuted in 2011 and this year it will feature 49 galleries from leading Asian galleries, each exhibiting one-man shows by an artist of Asian origin.

Renfrew felt that it was important for Asia One to be both the heart of the fair symbolically and physically.

"We have 38 countries participating: double the geographical diversity over the past four years," Renfrew explains. "We have more art from China than ever before and new galleries represented. Plus there will be more than 100 off-site events and concurrent exhibitions."

These include programs held in West Kowloon Cultural District along with tours of art districts in Fotan, Chai Wan and Wong Chuk Hang.

"Last year, Art Basel acquired a 60 percent stake of ArtHK," says Renfrew. "The future of the fair looks strong. But we still have a lot to do. We don't want to rest on our laurels."

sundayed@chinadaily.com.cn

(China Daily 05/13/2012 page15)