June Gallerist
Meet Caterina Failla of the Italian stalwart MASSIMODECARLO. Failla began her career at the gallery in 2014 as a research assistant in Milan. After managing the gallery’s Hong Kong branch in 2016, she went on to serve as deputy director in London until 2023. She’s since returned to Milan and stepped into her role as the deputy commercial director, helping shape the strategy of all five locations.
At Art Basel 2025, the gallery mounted an extensive group presentation that was picked as one of Artsy’s best booths at the fair, featuring emerging names like Dominique Fung alongside established figures such as Maurizio Cattelan. The gallery also staged a solo exhibition of works by Lenz Geerk at Domushaus, a postwar modernist building in Basel, expanding its presence in the city beyond the fairgrounds.
The Gallerist spoke with Failla about Art Basel 2025, collector trends, the value of digital outreach, and how platforms like Artsy help foster long-term relationships.
What were your main takeaways from Art Basel this year?
Art Basel 2025 reaffirmed just how important in-person connections still are. We saw strong interest in quality and substance—collectors were particularly drawn to works with clear historical or conceptual grounding.
How would you explain the gallery’s approach to digital outreach leading up to the fair?
Digital outreach is an integral part of our commercial strategy. Ahead of Basel, we activated multiple platforms to give context around the artists and works we were showing through interviews, detailed highlights, and targeted previews for collectors. The goal is always to build momentum and offer clear, thoughtful entry points so that by the time collectors reach the booth, the conversation has already started.
What role does Artsy play in art fair moments such as these? How does the gallery best utilize the platform?
Artsy is a key visibility tool during the fair cycle. It allows us to extend our reach well beyond the booth, connecting with collectors who may not be attending in person. We use the platform to complement our on-site presence with curated highlights and real-time updates, making collector engagement quicker and more dynamic.
As a gallery that participates in art fairs regularly, how do you use Artsy to build and maintain relationships with collectors?
It’s a great way to stay connected—before, during, and after the fair. Whether a collector is discovering an artist for the first time or circling back on a work they saw in a preview, Artsy helps keep the conversation going. It also builds anticipation ahead of the fair by letting us share key works and curated selections. Over time, it supports long-term relationships through steady visibility and ongoing dialogue.