20 years of Art Basel Miami Beach: Norman and Irma Braman

While the world of elite art collectors known Norman and Irma Braman for their agglomeration of museum-quality works, South Floridians largely recognize Norman Braman as the owner of one of Florida’s largest car dealerships, Braman Motorcars. Only select invitees have seen the Bramans’ highly esteemed personal collection, yet the couple has made great sacrifices toward making art accessible to the public. Years ago, they provided the complete construction funding for the 37,500-square-foot Institute of Contemporary Art, Miami (ICA), for example, where Irma serves as chair of its executive committee. And the Bramans are credited, in large part, for bringing Art Basel Miami Beach to life after frequenting Art Basel in Switzerland for many years.

What do you remember about Art Basel Miami Beach’s premiere?

Norman Braman: Even after it was put on the books and momentum started rising, the fair got canceled because of 9/11. It started under a real dark cloud. So there was real doubt at the very beginning. But the first fair turned out to be a big success and all the major galleries that did not come to the first one scrambled to get into the second one.

Why do you think the fair continues to be so successful?

NB: What people really have to appreciate is how Art Basel, the parent company, does such an excellent job at making sure that the galleries that are represented are the foremost ones in the world. That formula attracts the collectors, attracts major museum groups, curators, museum directors, and so forth.

And I don’t know if you heard me mention Sam Keller. Sam Keller, who was the director of this fair (and the director of Art Basel), along with [VIP representative] Stefanie Block Reed and [Florida Rep.] Bob Goodman, who became involved with the fair on a local basis, really deserve credit for the success of the fair.

What actual changes in the local land- scape have you seen as a direct result?

NB: During that first fair we only had three art galleries in Miami. The last time we checked we had more than 120. It brought about the Pérez Art Museum; it created the ICA; it gave the de la Cruzes, Rubells, and Marguileses inspiration to broaden their collections. And it made Miami a very important art center in the United States.

Tell me about your collection, which I’ve heard includes pieces from Andy Warhol, Picasso, Willem de Kooning, and Alexander Calder.

NB: We’ve never allowed our collection to be photographed and we never will. So let me just say that our collection goes back to work that was done in 1901 and goes all the way up to 2021. We have excellent relationships with people we respect who have given us major advice over the years, namely Jeffrey Deitch.

And does it have a certain theme?

NB: We only consider works from great European artists.

I’ve read you keep all of your art at home. What happens if you run out of wall and floor space?

NB: If we find a piece, we have a way of making space for it. My wife and I don’t store our art. [However,] we’ve taken work out of our personal collection into our art lending foundation.

And are you looking for anything in particular this year at Art Basel Miami Beach?

NB: We try to acquire the finest works of art from the finest artists. That about sums it up.

This article was originally commissioned for the Art Basel Miami Beach magazine 2022.