LOS ANGELES.- In recent years, Los Angeles has experienced a rapid growth of contemporary art galleries along with an expansion of local museum programs highlighting emerging art making it a required destination for curators and collectors. As a marketplace for the Arts, it now rivals New York City. Glenn Lowry, Director of MoMA, recently said in the WSJ, “The art world is a very fluid place, but there is no question that L.A. is very hot at the moment.”

photo l.a.XX, celebrating it’s 20th Anniversary, is the longest running art fair west of New York and is the largest photo-based art fair in the country with over 10,000 attendees. It brings together photography dealers from around the globe, displaying the finest contemporary photography, video and multi-media installations along with masterworks from the 19th century. This is the 48th art fair produced by Stephen Cohen, Director of photo l.a. XX including artLA, photo san francisco, photo MIAMI, photo santa fe, photo NY and the first vernacular photography fair in NYC.

artLA was created in 2004 as a public event bringing together a mix of national and international galleries, artists, collectors and curators for a visual dialogue on the current art scene. Its ongoing commitment to presenting the most challenging art being produced today, has led to the creation of artLA projects, an ongoing citywide program of dynamic and innovative installations, exhibitions, seminars and conversations with established and cutting-edge artists in all media.

photo l.a. XX + artLA projects, returns to the historic Santa Monica Civic with an added 7,000 square foot tented canopy entry. This grand entrance provides space for sculpture, installations, book signings and seating. Attendees will enjoy an expansive lobby that includes a Phaidon bookstore, seating area, café, coffee bar and cupcake corner. There is new VIP balcony lounge and video viewing area.

The launch of artLA projects is a prelude to a much larger artLA 2011 that will align with the Los Angeles Contemporary Art Forum, a new art fair in the fall of 2011 created by the team that produces the Armory Show, Art Chicago, Next, Art Toronto and Volta. As the City heads into the Pacific Standard Time era this fall, Los Angeles is the place to be and artLA 2011 will be the satellite fair of new and emerging art that will parallel the energy and excitement of the newest art fair coming to Los Angeles.