Frieze London is aiming for a more nuanced approach this year, focusing on dynamic visitor interaction and a fluid exhibition experience through a new layout. The fair will feature more young galleries and offer artists greater opportunities to present their work directly to the public, moving beyond traditional gallery constraints.
Frieze London will unveil a groundbreaking new layout designed by A Studio Between. Frieze Masters, showcasing six millennia of art, will feature an expanded Studio section and a refined floor plan.
The updated layout and entrance are crafted to highlight curated sections. Visitors will first encounter two stands, each dedicated to exceptional solo artist presentations, ensuring heightened visibility for emerging voices.
The redesigned space enhances the flow between galleries, optimizing exhibition areas and fostering an engaging atmosphere. The new entrance design incorporates large windows that invite natural light and offer views of the surrounding park, encouraging meaningful interactions among artists, collectors, and art enthusiasts.
Additionally, there is a growing focus on visitor ergonomics, with new seating areas, dining options, and improved accessibility features. The exhibition aims to provide comfort for all, including individuals with disabilities.
When it comes to curatorial approach, Frieze London has also a lot to offer. Especially, after receiving widespread praise, “Artist-to-Artist” is a central part of the fair’s artist-focused program. This year, six solo presentations have been chosen by internationally renowned artists. All of the nominators are known for their support of diverse voices, which aligns with the section’s goal of building connections across Frieze’s global network.
The new themed section, “Smoke,” will feature ceramic works that explore Indigenous histories. It will showcase leading international artists who integrate pre-colonial traditions into contemporary clay practices, highlighting ceramics as a profound form of modern art. By presenting ceramics in both traditional and innovative ways, the exhibition will prompt reflection on nature and the quest for authenticity. The use of “smoke” in the creation process will offer a provocative representation of nature.
“Focus” complements local galleries and international exhibitors, spanning five continents. Frieze’s long-standing section dedicated to fostering a community of young galleries is advised this year by Joumana Asseily (Founder, Marfa), Piotr Drewko (Founder, Wschód), and Cédric Fauq (Chief Curator, CAPC musée d’art contemporain, Bordeaux).
Once again, during Frieze week in October, London will become a hub for contemporary art, demonstrating its commitment to encouraging curators and artists to enhance collector experiences and continue focusing on new voices.
