#frieze-london

#frieze-london

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.

Simon Fox told the Guardian that the fair, which opens on Wednesday, can benefit from having strong competition on its doorstep and replicate the mutual success of Barbie and Oppenheimer at the box office in 2023. He said: It's very convenient for collectors who can come to London, spend a weekend here and then go on to Paris. It makes for a Barbenheimer moment.