London Frieze Art Fair

London Frieze Art Fair is world’s leading contemporary art fair, which takes place every October in the picturesque Regents Park surroundings. Festival was established in 2003 by Amanda Sharp and Matthew Slotover, the funders and publishers of “frieze” contemporary art magazine. The fair started as annual “celebration of internationalism and cultural tolerance” (ArtNet, 2004) attracting more than 27,000 visitors during its first opening. The Fair quickly gained the interest of those in professional art business as well as culturally driven audience, becoming financially secured and establishing its place in contemporary art market. In only ten years from its first opening Frieze Art Fair became one of the most prestigious and competitive fairs with hundreds of galleries to exhibit each year. In 2013, due to the popularity of Frieze, management decided to reduce capacity as well as number of available tickets which for the first time in the history of the fair sold out every day. Frieze London is a major competitor to other London based art fairs. With its sophisticated design, attractive and accessible location, top galleries on the list of exhibitors and with its unique experience Frieze London is impregnable. In 2012 Frieze expanded its brand by opening two new festivals: Frieze Masters, based alongside Frieze London and Frieze New York. Both fairs since their opening have gained positive and successful reviews.

Frieze London is a five day celebration of art, music, film and talks, which takes place every October in Regent’s Park. Initially staged for purely commercial reasons, soon became London’s biggest cultural attraction. The Fair is not only constructed and adapted for the benefits of the galleries, artists, curators but it also meets the needs of the general public, providing divers cultural experience.  The exhibition consists of three sections: main, Focus and Live, designed for commercial and young galleries and also installation and performance artists. Each year Frieze tries to adapt new strategies to differentiate its offering from other art fairs. In the experience driven economy in order to sustain growth and profitability, brands such as Frieze had to add new economic value to its enterprise.  The programmes of Frieze Art Far as well as Frieze Masters are designed to satisfy desires of “Creative Class” which demands “more active, authentic and participatory experiences” ( Pine and Gilmore, 2007). Each year Frieze invites to collaborations new architects, artist and managers to create, every time something novel. New site, new project, new design, fresh perspectives. 

Frieze Foundation, non-profit organisation found in 2003 is responsible for creating Frieze programme. Each year programme includes:

Frieze Projects

Frieze Film 

Frieze Music

Frieze Talks 

This diverse programme of the festival is build-up of tours, lectures, film projects many of which are interactive; cooperation with outer venues around London; educational discussions; music concerts and artists commissions. In 2013 Frieze Foundation added to the programme The Temple of Play   which is set of cultural activities created for kids and their families. In the same year, organisers of Frieze London have announced cut of tickets on sale by 25% so the venue can stay less crowded, be more authentic and clearer thus creating more commerce driven environment.  The sculpture park, situated outside the main entrance is an important part of Frieze Festival as gives a chance for those who haven’t purchase the ticket to enjoy contemporary art in a beautiful surroundings of  Regent’s Park. It also attracts and tempts passers to join this cultural festival. During the Frieze, visitors have a chance to taste different cousins, sit in specially design restaurants and cafes with an amazing view on the park,  all to create an unique  festival experiences . 

Frieze Art Fair with all its offerings does not belong to low cost fairs. The ticket prices range from £32 (ArtFund, 2013) and above. This can cause exclusion of certain groups of visitors, such as low income people, students or those traveling from far. Nevertheless, Frieze Art Fair does not state in none of its publication that is an affordable or low cost event. On the other hand, Frieze Art Fair is design with precision and taste for everyone who loves and appreciates art. Its moderate and sophisticated design together with high ticket price may be a repulsive factor, but for many cultural tourists it’s a place to be.