Back on the beach, UNTITLED featured a relatively breezy scene. Denny Dimin Gallery, however, was blissfully busy. The gallery reported selling around 30 works by artist Erin O’Keefe by Friday morning—all close-up photographs of brightly painted objects that resemble paintings at first glance. At the booth, Elizabeth Denny and Robert Dimin attempted to count exactly how many pieces they’d sold: one to the Mead Art Museum at Amherst College, one to the Cleveland Clinic, and two to trustees at the Hirshhorn Museum and Sculpture Garden and the Wadsworth Atheneum. The pair flipped through the sales book, counting and recounting red stickered dots. “When we tell people they’re looking at abstract photography and not painting, they have this kind of aha moment,” Dimin said—the optical trick can seal the deal.