2024 Frieze Art Fair: where ‘swanning through private jets’ meets ‘let’s drop six figures on art.’ It’s luxury, high society, and being seen.
Let’s be honest, unless you’re swanning through private jets or casually dropping six figures (which, perhaps if you invest with ddw.ai you might?) on art, the words “2024 Frieze Art Fair” may sound more like the name of an expensive frozen yoghurt shop than the global art sensation it truly is. But don’t worry – in this guide, we’ll break it down for you, uncultured or not, because Frieze is one of those events that transcends the art world into something much bigger. It’s not just about high art – it’s about high society, luxury, and, as is the case for most events in the Billionaire’s Social Calendar: being seen.
What is Frieze and Why is it Relevant?
It may seem like an exaggeration but Frieze is a cultural phenomenon that has established itself as a vital cog in the social calendar of the global elite. Founded in 2003 in London, it now extends to editions in New York, Los Angeles, and Seoul, pulling in collectors, celebrities, curators, and, of course, billionaires from all corners of the world. The fair specialises in contemporary art, featuring living artists from various genres and media, with everything from paintings to installations on offer.
So why is Frieze a must-attend for the wealthy and well-connected? Besides the obvious allure of stunning art, Frieze is a playground for networking and showing off. Think of it as the Cannes Film Festival of the art world – but instead of movie stars, it’s top-tier galleries, luxury brands, and the art world’s crème de la crème rubbing shoulders.
A Brief History of Frieze
Frieze was born from the pages of Frieze magazine, a contemporary art publication founded by Amanda Sharp and Matthew Slotover in 1991. Fast forward a decade, and the magazine’s influence had grown so much that Sharp and Slotover decided to take the leap into the art fair world. Frieze London launched in 2003 in Regent’s Park, quickly becoming a centrepiece for contemporary art lovers and collectors alike.
Since its inception, Frieze has grown exponentially. In 2012, it launched Frieze Masters, a companion fair dedicated to older art, helping to bridge the gap between ancient and modern works. Then came Frieze New York in 2012, Frieze Los Angeles in 2019, and the most recent addition, Frieze Seoul, in 2022. Each fair has its own flavour, but they all share one thing in common: the spotlight on art that reflects the current moment.
How is Frieze Structured?
Frieze’s structure is meticulous, with several sections designed to cater to different tastes and interests. First and foremost, there’s Frieze London which focuses on contemporary art, featuring both established and emerging artists. Alongside this, Frieze Masters offers a glimpse into the past with artworks that date as far back as antiquity. This juxtaposition of new and old is one of Frieze’s unique selling points, providing a holistic view of the art world, from cutting-edge to classical.
Each year, Frieze London curates special sections like Focus, which highlights young galleries, and the Spotlight section at Frieze Masters, which celebrates artists who were overlooked or undervalued during their time. Beyond the art booths, Frieze is known for its talks, performances, and commissions that invite interaction and discussion.
Oh, and don’t forget Frieze Sculpture, an outdoor exhibition in Regent’s Park that runs alongside the fair, transforming the park into a temporary sculpture garden where visitors can interact with large-scale works from international artists. And yes, this part is free, making it the perfect way to dip your toes into the Frieze experience without the hefty ticket price.
The Events and How to Access Them
There are several layers to the 2024 Frieze experience. On the surface, you have the public exhibition – but behind the scenes lies a VIP wonderland, packed with private viewings, exclusive parties, and secret events. Tickets for the general public typically go for around £40-60, but if you want to roll with the high-rollers, you’ll need to splash out on a 2024 Frieze Membership, which gives you access to previews and private tours.
If you’re not in the mood to rub elbows with art-world titans, Frieze also offers an online Viewing Room for those who prefer to browse the fair from the comfort of their mansion (or sofa). This allows collectors and enthusiasts to peruse the galleries’ offerings and even make purchases remotely.
But the real action is in the VIP rooms. Invitation-only soirées take place throughout the week, often hosted by the biggest galleries or luxury brands. For those lucky enough to snag an invite, these events are where deals are sealed, artists are discovered, and gossip is made.
Frieze 2024: The Artists to Watch
Frieze London 2024, which will run from 9 to 13 October, promises an exciting line-up of emerging and established artists. The Focus section will spotlight 34 solo and duo exhibitions, with an emphasis on younger galleries pushing the boundaries of contemporary art. Expect to see thought-provoking works from names like Lubaina Himid and Yinka Shonibare, who will mentor the next generation of talent through the Artist-to-Artist project.
Ceramics are set to play a big role in this year’s edition, curated by Pablo José Ramírez. The show will explore indigenous and diaspora practices, reflecting a growing global conversation around heritage and identity. Meanwhile, the Frieze Sculpture park, curated by Fatoş Üstek, will offer up public art that plays with both form and function, addressing social, environmental, and spiritual themes.
For those with a taste for the classical, Frieze Masters will showcase luminaries from the past, including works from the 1950s to 1970s by artists like Judy Chicago and Donald Locke. Whether you’re into contemporary installations or historical masterworks, Frieze 2024 will offer something for every palate – assuming you can afford it.
How To Buy Art At Frieze
Buying art at 2024 Frieze London is an exhilarating experience, but it comes with financial expectations. The fair caters to a wide spectrum of collectors, from newcomers to seasoned buyers with substantial budgets. Prices at Frieze can range dramatically depending on the artist’s reputation and the scale of the work. Emerging artists might offer pieces for around £10,000 to £20,000, while blue-chip artists like George Condo or Dana Schutz see their works go for anywhere from £500,000 to £1 million at top-tier galleries.
For collectors, it’s essential to have a budget that can comfortably stretch into the five or six figures. Works by emerging artists, particularly in the Focus section, might start at more accessible price points, but even these typically begin at £10,000. Meanwhile, pieces by established artists or larger sculptures can easily run into the millions. Additionally, many high-ticket items are often sold before the fair even opens, as presales for VIP collectors are common practice.
If you’re new to buying art at this level, consulting with an art advisor or exploring Frieze’s online Viewing Room can be beneficial. This allows potential buyers to view works remotely and even make purchases from a distance. Having clear financial planning and an understanding of the market is essential for navigating the competitive atmosphere of Frieze.
Final Thoughts
Frieze might seem intimidating if you’re not accustomed to its glittering world of avant-garde art and champagne-filled private viewings, but at its heart, it’s a celebration of creativity and culture. Whether you’re a seasoned collector or a curious newbie, Frieze offers a unique window into the global art scene, where you can see tomorrow’s trends today.
So, throw on your most artistic-looking outfit, and remember, it’s all about the experience. If you can’t afford the art, just enjoy the spectacle, the people-watching, and the undeniable thrill of being at one of the most talked-about events in the world.