Just when you finally taught all your friends to pronounce the word Basel correctly, the ginormous art fair has news for you: It's rebranding.
Art Basel, which stages high-profile art fairs in Basel, Switzerland, and Hong Kong in addition to the long weekend of culture and shmoozy, boozy parties that hits Miami each year, has added "in" to the titles of its three events, according to ArtInfo.
So forget Art Basel Miami Beach, and meet its new upgrade, Art Basel in Miami Beach.
Art Basel Hong Kong will become Art Basel in Hong Kong as well. The original Art Basel? Its new name is Art Basel in Basel, which is both redundant and epically annoying if your friends refuse to pronounce Basel correctly.
ArtInfo snarkily predicts that this latest move will start a trend in the art world:
We expect Frieze New York to rename itself "Frieze New York in New York" any day now. Rumor has it that artMRKT Hamptons will follow suit, while staying on-brand, by changing its name to "artMRKT Hamptons in bridgeHMPTN," and we expect the Dallas Art Fair will be relaunching as "Dallas's Dallas Art Fair in Dallas, Live From Dallas (Dallas Standard Time)" shortly thereafter.
Whatever, man. Here in Miami during Art Basel, everybody's going to be too drunk to remember where they are at all, no matter what you name your event.
Follow Ciara LaVelle on Twitter @ciaralavelle.
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