Small is beautiful: boutique fairs bring fresh ideas to London’s Frieze Week
Several new fairs are debuting in the UK capital this year, while another changes venue
In the art world, a shift is taking place as smaller, more intimate fairs gain popularity in London's Frieze Week. These boutique fairs aim to provide alternative experiences for collectors, artists and dealers. The London Invitational, a creation of Dallas-born dealer James Cope, is one such fair. Cope, who already runs the Dallas Invitational, adapted the concept for London in a luxurious setting.
The inaugural London Invitational will take place at The Chancery Rosewood, a luxury hotel with a rich history, on Grosvenor Square. Each of the 12 exhibitors will occupy an individual guest room, offering a more personalized and manageable experience compared to the massive international fairs. Cope believes the smaller scale will make the event more enjoyable and cater to the growing fatigue surrounding large art fairs.
Another emerging fair, Fair Play Art Fair, founded by Ryan Stanier, offers a unique model for emerging artists. Instead of charging an upfront fee for a stand, Fair Play takes a commission on sales, making it more accessible for artists without gallery representation. The fair features around 70 artists, many of whom are emerging practitioners or established names like Curtis Holder.
The fair's director, Sophie Barrett-Pouleau, emphasizes the importance of collaboration between galleries and experimental presentations in the hotel rooms. The fair will take place across 16 rooms on the hotel's first floor, bringing together London and visiting galleries for a more intimate and innovative experience.
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