Relocation possibility emerges for Frieze’s London fairs

Since the Frieze fairs announced their partnership with the brand management agency WME-IMG, the dominant rumour has been about the likelihood of a Frieze fair on the West Coast of the US. Now it seems that changes could be afoot for the London fairs too. Both Frieze London (founded in 2003) and Frieze Masters (founded in 2012) have always been held in London’s Regent’s Park, north of the Mayfair gallery area, with the Masters tent a rather off-putting 20-minute walk further on. It may be, however, that WME-IMG’s links to London’s more prestigiously located and larger Hyde Park could bring the two fairs closer together. Winter Wonderland, now produced through the brand management company, has run in Hyde Park since 2007. It’s a possibility that many think would improve attendance at Frieze Masters considerably. The details of the WME-IMG partnership remain behind closed doors, although the Financial Times reports that the new investor has a 20% stake in the fair. Frieze’s founders would not comment on this or the Hyde Park possibility.