Opinion / Chiara Rimella
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The physical return of Frieze to London this week is the latest telling sign that the art calendar is getting back on schedule. That said, we’ve now reached the stage in which it’s not enough for fairs to simply welcome a “return to normal”. Organisers have been keen to show that they have learned broader lessons over the past 18 months. For most fairs, these lessons comprise a newfound commitment to keeping a digital element alive, in parallel to the in-person event. Frieze is going beyond that.
In this important edition of London’s biggest art fair – also the first after Brexit, with all the logistical challenges that poses – Frieze has decided to launch an offsite gallery space at 9 Cork Street (pictured). The few of us who were able to see something in person for Frieze Week last year will remember that this same address was used for performances; now the organisation aims to make it available as a pop-up space for international exhibitors who want more room – and more time – than a regular booth in a tent in Regents Park affords.
It is around this historical stretch for art commerce in Mayfair that, in the absence of the main act last year, other galleries coming from abroad had sought out temporary spaces of their own to get some much-needed face-to-face time with clients. Some discovered that this off-site model actually suited them better. Frieze’s decision and ability to absorb this “splintering” trend by providing its own space to hire is a smart move. It reminds us that there are cannier and more meaningful ways to adapt to a changing market – and not all of them involve an online bid.