SUBMISSION GUIDELINES
SUBMISSION LINK
https://swanfall.typeform.com/fables
MEDIA AND SIZE
-
All media are welcome
-
Wall-mounted works: maximum side length 1.5m
-
Large sculptures or installations: maximum height 2m
DEADLINES
Early Bird Deadline: 15 July 2025
Deadline: 10 August 2025
BEFORE YOU APPLY
Before completing the application form, please prepare the following
-
Your Artist Biography
-
Images of your work (JPG, JPEG, or PNG) and work details: title, year, medium, dimensions, and price
-
Or a complete portfolio in PDF format (may include multiple works, file size limit 10MB)
SUBMISSION OPTIONS
We welcome artists at all stages and practices. You may choose one of the following routes to share your work:
Option 1: Image Submission
-
Submit up to 3 works for consideration
-
Recommended for artists presenting a clear concept, focused project, or small series. A cohesive set of related works may be considered as one
Option 2: Full Portfolio Entry
-
Submit your full portfolio for a comprehensive curatorial review
-
This option allows our team to engage with your broader practice and select the works that most resonate with the exhibition theme. Ideal for artists working across multiple series, experimenting with various media, or wishing to share the depth and range of their creative vision.
FEES AND PAYMENT
To ensure a fair and rigorous selection process, and to support the professional presentation and promotion of selected artists, a modest submission fee is required:
-
Single work submission: £15
-
Full portfolio (unlimited works): £55 (Early Bird) / £65 (Regular)
-
Fees are payable online at the time of submission. Please note that all payments are non-refundable and do not guarantee selection
-
All submitting artists will receive a digital Artist Career Guidebook as a gesture of appreciation and professional support
-
Selected artists will be notified by email within five working days after the final deadline
THE PRIZE
THE OPEN CALL
Fables | SWANFALL ART ANNUAL EXHIBITION 2025
OPEN CALL INVITATION
SWANFALL ART returns to Mall Galleries, London in August 2025 with its annual exhibition. Titled Fables, the show explores how narrative functions as a method in contemporary art, reflecting a broader shift from expression to resonance. Art’s power lies not merely in representation, but in transformation - in awakening perception, forging connection, and revealing essence. In a world marked by ecological, political, and psychological unrest, the demand for art that engages emotionally and intellectually is increasingly urgent. Viewers, curators, and collectors alike are moving away from formalism and toward works that provoke reflection, empathy, and dialogue. This shift signals a deeper longing for shared memory, identity, and meaning.
Narrative is being redefined - not simply as storytelling, but as a structural and perceptual framework. Contemporary works often avoid singular viewpoints or linear conclusions, instead inviting open-ended interpretation. Story remains a vital way we organise time, understand change, and locate ourselves in the world.
Fables responds to this shift - from explanation to insight, from statement to shared experience. The theme is not a return to moralistic fables, but an invitation for artists to explore emotional depth and narrative complexity across mediums.
We welcome work across all media - painting, installation, film, sound, performance, and text. Fables values not novelty for its own sake, but the capacity of a work to generate rhythm, provoke thought, and activate the space between feeling and idea. In structure or stillness, these works speak to what remains unsaid - yet deeply understood.
MALL GALLERIES
Following the success of our 2023 annual exhibition Through the Looking Glass at Mall Galleries, SWANFALL ART returns in 2025 to present its latest edition
Located between Buckingham Palace and Trafalgar Square, adjacent to St. James’s Park, Mall Galleries sits at the heart of London’s cultural and artistic district. As one of the UK’s most prominent exhibition venues, it provides an exceptional setting and cultural context for this significant showcase
Mall Galleries is managed and operated by the Federation of British Artists (FBA), an organisation dedicated to advancing professional art practice and public cultural engagement. Over the past five decades, Mall Galleri
es has hosted major exhibitions for royal art societies and continues to present a dynamic programme of art fairs, auctions, solo and group exhibitions. With over 450 square metres of elegant exhibition space and state-of-the-art facilities, it offers an ideal platform for presenting contemporary artworks
Curated and organised by Swanfall Art with professional support from the Federation of British Artists, the 2025 exhibition is expected to feature approximately 300 works by contemporary artists
ABOUT US
SWANFALL ART is the curatorial and artist development division of SWANFALL, a London-based contemporary art platform dedicated to curatorial production, artist representation, art advisory, and secondary market transactions. Our core mission is to foster an open, diverse, and transnational platform that supports intellectually rigorous and experimentally driven artistic practices
As the commercial exhibitions branch of SWANFALL, SWANFALL GALLERY represents a select roster of artists and presents their work through international art fairs and private sales. The synergy between curatorial vision and market structure enables us to enhance academic visibility while supporting the sustainable growth of our artists’ careers
By integrating curatorial strategy with a commercial framework, SWANFALL offers a comprehensive support system, committed to building bridges between cultural value and market potential - expanding the possibilities for contemporary art creation and public engagement
FAQs
Q1. What are the selection criteria?
Submissions are evaluated based on concept, execution, and presentation. We look for clarity of intention, effective use of medium and form, and strong visual or spatial impact. Artistic background is not a primary consideration - submissions are welcome from artists at all career stages. To better understand our curatorial direction, you may view previously selected works.
Please find our past exhibitions HERE
Q2. How are prizes selected?
Prizes recognise the strength of an artist’s overall practice rather than a single submitted work. Key considerations include conceptual clarity, strength of expression, quality of presentation, sustainability of practice, and long-term potential.
Q3. Are collaborative submissions allowed?
Yes. Duo and group submissions are welcome. Please appoint a lead contact and provide full details for all contributors.
Q4. Can works be sold? What is the commission?
Yes. Artists may choose to price their works for sale. A 35% commission applies to all sales made through the exhibition.
Q5. How will I know if I’m selected?
Notifications will be sent via email:
-
Early submissions: by 20 July 2025
-
Final submissions: by 15 August 2025
Please check spam folders to avoid missing updates
Q6. Will I receive feedback if I’m not selected?
Due to the high volume of submissions, we’re unable to provide individual feedback. However, all applicants will receive a free PDF Artist Career Guide and be invited to join an online professional development seminar (date to be announced).
Q7. Why was the submission fee model changed?
This update was made in response to thoughtful feedback from our artist community. In previous editions, we offered free entry with participation fees charged only to selected artists.
With the introduction of expanded prize offerings and artist support, it became essential to ensure a fair and competitive selection process. The modest submission fee (£15–£65) helps cover the costs of high-quality exhibition production, curatorial review, marketing, and promotion.
Q8. How should I price my artwork?
Artists are free to set their own prices, taking into account medium, size, edition (if applicable), and their current stage of practice. However, we strongly advise that prices remain consistent across all platforms and markets - whether selling through galleries, online, or directly. This ensures market integrity and protects long-term collector confidence.
Please find the Artwork Pricing Guide HERE
