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Like most good ideas, the formula of this fair is really very simple.

Mr Ramsay noted the growing popularity of Contemporary art – and also the escalating prices.

So he decided on a fair of Contemporary work but with a price ceiling. Now there are Affordable Art Fairs in Bristol, New York, San Francisco and Sydney.

See for yourself how it works at Battersea Park at the fifth anniversary staging.

No fewer than 130 galleries, dealers and studios from the UK and abroad will be offering thousands of paintings, drawings, original prints, photographs and sculpture – but with nothing costing more than £2500.

Admission is a somewhat less affordable £10 and £15 for the first evening when drinks will be served.