The Sainsbury Centre for Visual Arts in Norwich, renowned for its eclectic collection and iconic Norman Foster-designed building, is the 2025 London Art Fair Museum Partner. This collaboration highlights the regional treasure’s innovative approach to engaging with art and commitment to tearing down the barriers between artworks and audiences.
The Sainsbury Centre was founded in 1973, resulting from a formative gift by Sir Robert and Lady Lisa Sainsbury, who gifted their eclectic art collection to the University of East Anglia. Today, the centre is celebrated for its wide-ranging works from prehistory to the 20th century, masterpieces of European modernism, and historical artefacts from across the globe.
The museum partner will present a thought-provoking ‘Living Art’ at the London Art Fair, a challenging display of convention in perceptions of art. Visitors are invited to participate in works of art as living things rather than static objects. A centrepiece of the display is an immersive installation that flips the script. Participants can experience it as an artwork confined in a museum case and gaze upon iconic pieces from the centre’s collection.
The exhibition also includes films and audio elements, which provide stories and insights into the artworks on display. This multidisciplinary approach underlines the centre’s commitment to creating more profound, meaningful ways of engaging with art.
Jago Cooper, Director of the Sainsbury Centre, said: “We are delighted to be collaborating with London Art Fair in 2025. We hope visitors to the fair will enjoy discovering how our incredible art museum is developing new ways to connect people with our world-class collection. The Sainsbury Centre was founded with the radical idea of removing the barriers that exist between art and people and believes in the ability of museums to activate social change. Our museum has created innovative ways of bringing that raw power of art to life, and visitors to the fair will be able to try out these new Living Art ideas themselves, not least as they step inside the exhibition case and see the art looking at them.”
The partnership promises to underline the Sainsbury Centre’s innovative spirit while offering visitors to the London Art Fair an engaging encounter with its remarkable collection and unique vision.
The Sainsbury Centre for Visual Arts: Modernist Gem in Norwich
Standing on the grounds of the University of East Anglia in Norwich, the Sainsbury Centre for Visual Arts is a leading arts and cultural visitor centre. Designed by renowned architect Norman Foster, it was opened in 1978 and is considered one of the first high-tech buildings. Its modern glass and steel façade marries both style and substance.
It was founded as a home for the extensive collection of Sir Robert and Lady Lisa Sainsbury, who gifted their eclectic array of artworks to the university. The collection spans 5,000 years and includes ancient artefacts, modern sculptures, and works by luminaries such as Picasso, Henry Moore, and Francis Bacon.
The Sainsbury Centre is more than just a museum; it’s a vibrant cultural centre. It regularly runs exhibitions, workshops, and lectures that involve the community and attract art lovers worldwide. Its location, set by surrounding parkland, offers a peaceful atmosphere for visitors to experience the arts and nature.
London Art Fair returns from 22-26 January 2025, highlighting a selection of the best galleries from the UK and beyond. The Fair will offer both seasoned and aspiring collectors a diverse presentation of modern and contemporary art alongside curated displays and an inspiring programme of talks, panel discussions and artist insights. The Fair’s Prints & Editions section will return after its launch in 2024. The section, which features prints and multiples from both emerging artists and household names, provides an introduction to art collecting with a more accessible price point.
Order Advanced Tickets Here