Fresh Paint 3 / 2010
Fresh Paint 3 was held at Warehouse 1 in Jaffa Port in May 2010. 28 contemporary art galleries and some 70 independent artists took part in the fair, which drew a crowd of about 36,000 visitors.
That year, for the first time, a spotlight was turned to the field of video art. The Video Greenhouse, curated by Edna Moshenson, featured an exhibition of video art by independent artists titled "Third Generation – 3G, Contemporary Video Artwork." Added to the lecture program were video screenings and lectures by video artists about their work, and every evening "Contacts," a new work by artist Michal Rovner, was screened on the walls of the old Customs House, overlooking the entrance of the fair.
Dror Daum, winner of 2009's Most Promising Artist award, had a solo exhibition titled "Hybrid Fair," curated by Sarit Shapira.
The Secret Postcard project sold about 900 postcards and raised 160,000 NIS for scolarships in the Tel Aviv Museum of Art's Meyerhoff Art Education Center program. In collaboration with the estate of late painter Lea Nikel, one work by the artist was sold at a silent auction at the fair. Her work was sold for $42,000 and all the proceeds were donated by the Lea Nikel Foundation to fund art workshops for children with cancer in Sheba Hospital, Tel HaShomer.
The Igal Ahouvi Art Collection awarded the Most Promising Artist award for 2010 to Nivi Alroy. Tal Amitai's work “Direct Hit – or - The House on Nahalal St., Haifa” won Sotheby's Under the Hammer award.
Exhibited at the fair were commissioned works by artists Michal Heiman and Nivi Alroy, Tzachi Buchbut and Johanna Reich, Yifat Bezalel and Orly Hummel, and an exhibition by graffiti artists titled "Hyper-vandalism."
Open to the public throughout the fair was a program of lectures and discussions with curators and artists, as well as children's workshops in collaboration with The Tel Aviv Museum of Art and the Reuven Rubin Museum.