How to Survive Frieze London

Rocco Forte Hotels

 Navigating your way between two tents the size of Wembley Stadium, 15 minutes’ walk apart, you’ll be glad of an insider’s insight to Frieze. If you plan to flit from day-to-night private views and parties, socialising and art critiquing as you go, the velvet-cushioned calm of Brown’s Hotel will be your welcome-home hug.

When you’re ready to re-enter the art fair jamboree, it’s a short hop by private car from Mayfair to the vast canvassed village of Frieze. Although bucolic Regent’s Park is the hub and heart of this annual five-day fair – a microcosm of 280 of the world’s most renowned galleries – Frieze is a city-wide cultural extravaganza. For the adventurous art explorer, your Frieze adventure will take you to all corners of the capital’s compass.

Dalí, Salvador
"A true artist is not one who is inspired, but one who inspires others.”

Tip one:  Seek out a seasoned advisor

In the words of Salvador Dalí, “A true artist is not one who is inspired, but one who inspires others.” What could be more inspiring than an insightful investigation into London’s mighty art fair, accompanied by an expert? With a bone fide art connoisseur at your side – bookable through the fair or via our Concierge at Brown’s – you’ll glide through the fair’s art abundance, honing in on the works that chime with your interests and spending intentions. Introductions to galleries will be as free-flowing as the Champagne.

Supplement the steer of your private guide with Frieze Talks, a series of enlightening panel discussions and conversations by lofty art names including, in previous years, the American photographer Nan Goldin, the film and visual artist Tacita Dean and director of London’s National Portrait Gallery, Nicholas Cullinan. This year's line up promises to be just as impressive.

Tip two: Pace your partying 

While most people are here to seriously invest in art, the copious number of Champagne bottles consumed hint at an element of fun. Socialising is positively encouraged – the fair hosts its own members-only VIP party on the first night, where you can mingle with artists whose names alone sell three-figure sum paintings. The lively affair is fuelled by Ruinart Champagne whose chosen artist for 2022 is Jeppe Hein, the Danish creator of the water jets that transform a corner of London’s South Bank into a family-favourite splash park each summer. 

Preview night is just the start (this is a marathon, not a sprint). The week is packed with hundreds of glittering gatherings, from parties and dinners to private views all over town, and if you want to survive Frieze you’ll sip those oh-so effervescent bubbles sedately.

Tip three:  Set your intentions

Like a small child in a sweet shop, you’ll be surrounded by eye-popping colours that may prove hard to resist as gallery booths vie to out-peacock each other. Whether admiring bronze artefacts on loan from the British Museum or contemplating prize pieces by Anish Kapoor, it’s always worth remembering what you came for and how much you’re prepared to pay for that artwork, whether it be as an investment or a treasured gift.

Tip four:  Access peaceful sanctums

In the uncrowded private-client spaces such as the Deutsche Bank Wealth Management Lounge, curated in past years by Tracey Emin, a semblance of calm reigns. Luxury names such as BMW also host their own VIP hideaway where gallery staff bring the art to the collectors with an iPad brimming with a catalogue of works to swipe and buy.

With tables at Mayfair’s most renowned clubs and restaurants rapidly snapped up, email or call +44 20 7493 6020 and speak with David Young, Head Concierge at Brown’s who can help you to not only survive but thrive at this year’s Frieze London.

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