"Last year, organisers debuted a new floor plan that positioned emerging galleries near the main entrance and pushed blue-chip heavyweights like Gagosian, David Zwirner, Hauser & Wirth, Pace and White Cube further inside. At most commercial art fairs, top-tier galleries can pay a premium for entrance visibility. But at Frieze London in 2024, visitors had to pass through a vibrant mix of younger spaces before reaching the industry giants."
"That layout is here to stay, fair director Eva Langret says, and the event's more than 160 exhibitors will be positioned in a similar fashion this year. "The feedback from this new layout was overwhelmingly positive," Langret says. "The audience was super excited. It enabled collectors to make new connections and discover new galleries. It's a very simple strategy of moving everything, and now everyone has to go outside of their usual path. That re-energised the fair, so we're sticking with it.""
Frieze London will retain the 2024 floor plan that places emerging galleries near the main entrance while positioning blue-chip galleries further inside. Feedback from the layout was overwhelmingly positive and encouraged collectors to discover new galleries by forcing different circulation paths. Focus, the section for galleries under 12 years old, received a major boost and will use a rotating system to change at least two entrance-adjacent stands each year. Replaced stands include 47 Canal and Experimenter, now occupied by Soft Opening, Portas Vilaseca and The Pit. A new themed section, Echoes in the Present, links West Africa, Brazil and their diasporas through about eight exhibitors.
Read at The Art Newspaper - International art news and events
Unable to calculate read time
Collection
[
|
...
]