The organisers of Artrooms have issued a casting call to artists to join what they hope will be the largest event for independent artists in London from 22-25 January 2015. To ensure that they attracted the best possible talent they also decided to make the show free for selected artists to exhibit.

For the second year running, Artrooms will take over 70 bedrooms at Meliá White House, a top four-star deluxe hotel next to Regent’s Park, for four days during London Arts Fair. The exhibition will showcase artists work chosen by a cast of industry professionals, including artist Cedric Christie, curator, Diego Giolitti, and Sunday Telegraph’s chief art critic, Alastair Smart. Established artists will also be exhibited with the ‘guest artist’ line-up, including a genetic scientist, Peter Crnokrak, who turned his knowledge into art by creating mesmerising digital creations through scientific equations.

Cristina Cellini Antonini, Artrooms funder, commented, “The decision to make the show exclusive to independent artists was a major gamble. Last year’s event featured a mixture of gallery signed as well as independent artists but, after receiving strong encouragement from industry experts, and rave reviews from visitors, we decided to make the event exclusive to independent artists with the hope that galleries would be happy to sponsor this as a hunting ground rather than a showcase.

“There is no other event offering independent artists this level of exposure in the UK. After last year’s show we realised not only how much incredible talent exists in the UK, but also how difficult it is for independent artists to gain recognition. This show is a unique opportunity to find ‘the next Picasso’ in the comfort of a luxurious four-star hotel in Regent's Park.”

A respected veteran in the art industry, Cristina has organised art festivals in Italy and worked across several continents. She first saw the ‘Artrooms’ concept in South East Asia and was inspired to bring it to London, one of Europe’s leading art centres. Artrooms attracts avant-garde galleries such as Contini Art UK as exhibition sponsors. The event is offering selected sponsors a unique opportunity to entertain clients in a private Meliá White House suite during the event, as well as arranging meetings with artists and buyers. Among sponsors are Marine Tanguy Art, Konnii, Brownhill Insurance, Celeste Prize, Useum, and Belluzzo & Partners, just to name a few.

Last year Artrooms attracted more than 3,000 visitors, including key industry figures, during the exhibition as well as attendance at the private view evening & Gala Dinner & Auction, which raised money for the WellChild Charity, helping children and their family in the UK.

“As a private collector I am always looking for emerging artists and this fair is the perfect “hunting ground” to uncover tomorrow’s talents. During the first edition’s private view we had over 700 guests and I trust Artrooms 2016 will attract even more international buyers” says the show co-founder Francesco Fanelli.

Cristina continues, “One of the key factors to the show’s success has been the environment. Hosting an exhibition in a bedroom creates a very intimate space between the artist and the guest. We often find the artists sitting next to their guests on the bed talking at great lengths about their inspirations. It forms a special connection between the buyer and the work.”

“Although extremely beneficial, galleries have become a barrier to many artists that haven't got into the market circuit yet,” says Lorenzo Belenguer, artist and art critic. “Cristina is very generous in seeking sponsorship to fund Artrooms, so talent and not wealth, will be the only reason to being selected for this unique project.

Cellini is a true pioneer. Thanks to her determination, London Art Fair Week has positioned itself as the most important week in the London annual arts calendar for the mid-market.

Artrooms has had a big impact on the industry, paving the way for other innovative events such as ‘Condo’, which features 22 galleries across seven London spaces. Artrooms’s organisers will take this pioneering movement abroad, expanding to Dubai in 2017. Artrooms will showcase London and European talent in the Middle East, eliminating the costs associated with shipping and travel of artwork.

Artrooms will open with a special, invitation-only, preview on 22 January 2016, opening to the general public from 23 – 25 January 2016.