Frieze – A Beginner’s Guide

Attending Frieze for the first time can be a daunting experience. As one of the largest and most renowned art events globally, a little preparation can help make the visit far more enjoyable and worthwhile. To navigate the fair with ease, here is a list of useful things to keep in mind:

1. Key information: Event information and policies such as ticketing, hours, accessibility, and bag restrictions, can change annually. It is best to visit the official Frieze website for the most up-to-date details on these and other considerations.

2. Getting around: Frieze London (south) and Frieze Masters (north) are two separate tents in Regent’s Park, about a 15-minute walk apart. The Frieze Sculpture park is located nearby in the English Gardens. For those unable to attend in person, the fair is also accessible through the Frieze Viewing Room online.

3. Prepare for queues: Frieze is huge and most visitors spend around four hours there. The large number of people attending means that queues are inevitable, so expect to wait for almost everything, from entry and the cloakroom, to the cafés and restaurants, and, of course, the restrooms.

4. Eating & drinking: Visitors are not allowed to bring food and drink inside the fair, but there are plenty of options available on-site, from light refreshments to more substantial meals. Frieze London offers a selection of restaurants, cafés, and bars, including BAO, Company Drinks, Maison François, SAYURI, Rita’s, and Sessions Arts Club. At Frieze Masters, visitors can find GAIL’s, Ham Yard Bar & Restaurant, Nobu Restaurant Portman Square, and Dumplings’ Legend.

5. Dress code: This is certainly a topic that Vogue, Tatler, and the Financial Times are likely to cover in detail. The fair is both a commercial and a social event, where being noticed is part of the experience, and many people use the occasion to make a style statement. There is no strict dress code – visitors can go as casual or formal as they like. October in London typically requires a coat, though it is advisable to wear layers since indoor spaces are usually warm. Free cloakrooms are available at both fairs.

6. Celebrities: Frieze draws well-known figures from fashion, film, and even politics, alongside art collectors, artists, and cultural figures. While the primary emphasis is on the artworks, identifying a few famous faces among the crowd browsing the booths or attending exclusive events is not uncommon.

7. Special Exhibitions, performances and talks: Frieze is more than just the artworks on display. Many galleries present special exhibitions, and the fair frequently features artist talks, panel discussions, and curated sections. Checking the schedule in advance is advisable, to catch events of particular interest.

8. Buying: Most visitors head to Frieze to look at rather than acquire art. For those considering a purchase, the initial step is to engage with gallerists. They can provide context about the artwork, assist in evaluating potential investments, and arrange to show additional pieces that are not on display. Immediate buying decisions are unnecessary – many transactions typically occur after the fair concludes. In addition, the online viewing room provides an opportunity to browse galleries’ catalogues by artist, price, and date, enabling informed discussions with galleries about potential purchases.

9. Looking: Frieze can seem overwhelming. The total number of artworks on display is around 8,500. Looking at each work for 10 seconds would take almost 24 hours, with no breaks. Many visitors opt for a mix of planning and spontaneity, heading to key galleries but also allowing for unplanned discoveries. Another option would be to join a guided tour, like those provided by London Art Walk, which offers a more curated and informed experience.

10. Overload: It is not unusual to leave the fair feeling that almost everything has merged into one dreamlike blur. The number of artworks and the energy of the fair can become overwhelming, making it difficult to recall individual pieces. This is a common phenomenon and a part of the overall experience. Nonetheless, a day or two later most visitors will be planning their visit to Frieze for next year, eager to do it all again.

Ana Teles for London Art Walk
September 2024