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.  

Contemporary art market

The commercialisation of contemporary art market  came with a growing demand and appetite among dealers, collectors and gallery owners. Artists such as Damien Hirst became aware that their art can be commoditised, building brands which are now recognisable all over the world. During difficult financial times, contemporary art  proven its stability on the art market.  According to the Artprice from the standpoint of the decade, the number of works sold has largely quadrupled and prices for contemporary art have risen by 34%. The average  yield rate is impressive compared with financial assets. Contemporary art does not guaranty the same security as Old Masters or Modern Art.

  It is more vulnerable. It is important to know in which artist to invest. The manipulated share prices and trends may affect the stability of the market. However the contemporary art market is always expanding. The turnover from art sold at auctions was worth $11,8 bn in 2011. Art becomes more  accessible and affordable. The reason for  this is particularly affiliated with popularisation and expansion of art fairs. Looking at London Frieze art Fair which from a small tent in 2003 now facilitates more than 70,000 visitors, showcases works of more than 1000 artist and accommodates 150 galleries from around the world. Frieze has managed to create a unique style and offering which dictates artistic trends. some major galleries make as much as two-thirds of their sales at fairs—and spreading contemporary art to heretofore overlooked markets around the world in an endless variety of editions, both gargantuan-scaled and intimate. On the international stage, the Frieze Art Fair (now joined by Frieze Masters and Frieze New York) has been one of the most influential forces in shaping the way art fairs have evolved, injecting a curatorial vision into the trade-show format to create art events that resemble biennials as much as glitzy, high-ticket supermarkets.(Artspace)

Place branding through art fairs

Art & the City will examine how international cities are incorporating art in major new cultural quarters worldwide. From Belo Horizonte to Shanghai, from Latvia to the Middle East, and not to mention in London, the private sector is driving this regeneration. Developers are building cultural quarters and art hotels, retailers are blurring the lines between shops and galleries, and art fairs are branding cities and attracting tourism. (ART REINVENTS THE URBAN LANDSCAPE)

London Art Fair
UK’s largest Modern British and contemporary art fair, attracting 30,694 visitors in 2013, promotes BookaHotelDeal Ltd as the official accommodation supplier for hotels near Business Design Centre. (discounted rates not available via any website or other publicly available channel. (LondonArtFair) 
Furthermore, 
London Art Fair also advertises the surrounding abundance of cafes, bars and restaurants.  (LondonArtFair)
All VIPs (3484 people in 2013) are offered tours, receptions and openings at some of London’s most prestigious institutions such as the National Portrait Gallery, Tate Modern and Serpentine Gallery. (LondonArtFair)

Frieze
Frieze does not specifically promote local restaurants, but uses some chosen onces inside the venue to provide a full-service. The menu highlighted classic British dishes and included favourites from the Hix signature menu, as well as Mark’s own smoked salmon and a variety of oysters. (Frieze) 
Furthermore, the website promotes Londons´ best hotels, including Hyatt Regency London-The Churchill, Clarides. St Pancras Renaissance Hotel... (Frieze)

Art14
Art14 London drew artists, galleries and collectors from across the world, and saw an increased number of visitors at the second edition of London’s global art fair. The Fair ran from 28 February - 2 March at Olympia Grand, Kensington, presenting 180 galleries from 40 countries, and welcoming thousands of visitors over four days. Collectors and curators from around the world gathered for the Preview and art lovers and buyers attended in their thousands across the weekend, with strong sales reported. (Art14)

The London Original Print Fair
The London Oridinal Print Fair promotes mostly local restaurants:

• Royal Academy Restaurant 
• The Keeper’s House
• Gallery Café
• Atelier Café, Burlington Gardens 

(LondonPrintFair)

The Other Art Fair
Advertises London Sightseeings and shows how close those are tot he venue:

• Madame Tussaud’s: 1 min walk
• Marylebone High Street: 3 min walk
• Royal Academy of Music: 3 min walk
• Regent’s Park: 5 min walk
• Sherlock Holmes Museum: 6 min walk

(TheOtherFair)