For Marisol Lozano-Loza, founder of Marisol Art NYC, exhibiting at the Affordable Art Fair in New York City was more than a showcase. It was a moment to reaffirm her mission: uplifting contemporary Latin American women artists through thoughtful curation, connection, and visibility.
Participating in a major art fair is exciting, but it’s also demanding. Days are long, the stakes feel high, and every conversation matters. In the middle of that whirlwind, Marisol took a chance on something new. She carved out time to explore digital tools to expand her reach and support her artists in deeper, more personal ways.
A former systems analyst with a background in artificial intelligence and color theory, Marisol entered the art world with a deep appreciation for emotional storytelling and aesthetics. In 2019, Marisol, originally from Argentina, launched her gallery to spotlight Latin American women artists whose voices had yet to reach the New York art scene. Her entire program is dedicated to women, with a focus on those whose cultural backgrounds, perspectives, or practices are often underrepresented.
“Art is a powerful form of empowerment, and helping these women shine on the global stage is what drives me every day.”
Marisol Art NYC digitally planned with Art Show Planner
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Curating a cohesive art fair show
At this year’s edition of the Affordable Art Fair, Marisol selected works by Nel Barral Sánchez, Carla Freschi, and Karina Conen. Each artist brought a distinct voice, yet together their pieces created a harmonious visual dialogue. The trio shared a clean, balanced aesthetic: embroidery on linen, muted acrylics, and simplified compositions that spoke to calm and presence. Marisol’s goal was not only to spotlight each artist individually but to create an environment where the works lived beautifully together.
With so many conversations happening in every aisle, Marisol’s booth offered a moment of quiet and focus. Collectors felt invited to stop, observe, and engage, and Marisol was there to meet them with thoughtful stories about each artist’s work.
In preparation for the fair, she used ArtPlacer’s Art Show Planner to visualize the layout of her stand in advance. This allowed her to plan with precision and intention, ensuring the flow and spatial rhythm of the artworks would enhance, not distract, from the viewing experience.
“I even printed out the digital Art Show design and brought it with me to the Affordable Art Fair during setup. It made the whole process smoother and more focused.”
When you’re short on setup time and full of last-minute tasks, having a layout you can trust helps you stay grounded and focused on the experience, not just the logistics.
QR code that linked to Online Viewing Room
Extending the art show experience beyond the walls
To support visitor engagement, Marisol added a QR code to her booth that led to an online Viewing Room, which replicated her physical display. She used a photo of the booth as the main image, helping collectors orient themselves instantly, offering a more complete and flexible viewing experience.
“It proved to be the perfect way to provide them with access to all the artworks we had on display at the Affordable Art Fair, including those not on the walls but in the back storage.”
Marisol also created a Portfolio Presentation for each of her artists. These acted as personalized digital catalogs, easy to send to interested collectors after meaningful conversations. The Portfolios gave each artist space to shine individually and became a professional way to continue the dialogue beyond the booth.
The Inventory Report kept all the important information at hand
She also printed an Inventory Report with detailed artwork information and images. This allowed her to respond quickly to collector inquiries about availability and dimensions. Having everything at her fingertips supported fluid conversations.
“It’s very common for clients to ask about works by a specific artist, and the inventory report made it easy to quickly show them the full range of available pieces. It became a great starting point for deeper conversations and helped streamline the entire process.”
The ArtPlacer team conducting on-site advisory sessions at Affordable Art Fair NYC
Building confidence through on-site visualization
Throughout the fair, Marisol collaborated closely with the ArtPlacer team, directing clients to their booth for personalized Advisory sessions. Using the Personal Spaces tool, the team helped collectors visualize specific artworks in their own homes.
“The ArtPlacer team was incredible in helping them visualize the pieces in their own homes through beautifully done mockups. It gave collectors the confidence to make decisions and really brought the art to life in a personalized way.”
For many visitors, the decision to buy is deeply personal. Seeing how a piece would look in their home made all the difference. These moments cut through the noise and allowed for trust and clarity, something Marisol always makes space for. The ability to “see” the work in context helped remove hesitation and led to more confident decisions.
Starting conversations with collectors before the fair even opened
By uploading her entire selection to the Affordable Art Fair mobile app ahead of time, Marisol started building interest before the event began. Collectors reached out with questions before doors opened, and several arrived at her booth knowing exactly which works they had already favorited. This early visibility created stronger, more intentional interactions once the fair was underway.
Marisol Lozano-Loza, founder of Marisol Art NYC
Keeping the momentum going
After a whirlwind fair filled with meaningful conversations, fast foot traffic, and long days, Marisol reflects on what makes these moments valuable.
She believes success comes from preparing thoroughly and staying present at the booth. Plan with intention, curate a welcoming space, and always talk with collectors. That first connection is what makes the work worthwhile, and following up afterward is when relationships truly take root.
“Most importantly, follow up after the fair. That’s where the real connections begin.”
Looking ahead, Marisol Art NYC is already preparing for the next edition in the fall. With two fairs per year as part of her rhythm, each one becomes an opportunity to evolve her presentation, introduce new voices, and continue expanding the visibility of Latin American women artists on an international stage.
Editor’s note: This interview has been edited for length and clarity.
