Facelift for Frieze in London
Visitors to this year’s edition in October will find a smaller tent with fewer galleries
By Emily Sharpe. From Frieze New York daily edition
Published online: 11 May 2013
Frieze London is to be revamped. Visitors to this year’s edition in October will find a smaller tent with fewer galleries (down to 150 from 180 last year) and more spacious corridors.
The launch of Frieze Masters and Frieze New York in 2012 “has allowed us to step back and see what worked and what didn’t”, says the fair’s co-director Matthew Slotover. The focus will be on creating the best possible environment in which to display and view art, he says. “We need to make these changes to keep things fresh and become a more focused fair. The contemporary art world wants something new," Slotover says, adding that the mix of high-end and emerging galleries will remain because “that’s what makes our fair work so well”.
The British architectural firm Carmody Groarke will introduce new features, such as a cafe on a mezzanine level so diners can look down onto the fair floor. The fair’s overall footprint will be around 750 sq. m smaller because one of the trees the tent was built around has grown too tall to be incorporated. The number of daily tickets will be reduced from 5,200 to 4,000—the same number available at the New York edition.
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