Sarah Brady
Updated on: October 17, 2024 6:15 am GMT
With the art world buzzing in anticipation, Frieze London is set to launch this week, promising an unparalleled experience for art enthusiasts and collectors alike. This prominent art fair, renowned for showcasing contemporary art, has made significant changes to enhance the VIP experience, making it more tailored and effective than ever before.
Reimagining VIP Outreach
Frieze’s recent restructuring of its VIP leadership aims to provide a more personalized approach. Kristell Chade, executive director of Frieze Fairs, shared insights into the organization’s new strategy, revealing that the addition of major art fairs in the United States, like The Armory Show and Expo Chicago, prompted this shift. “With our new acquisitions, it became evident that we needed a regional strategic approach to the way we are engaging with collectors and institutions worldwide,” Chade explained.
To support this new strategy, the VIP relations team has expanded to include regional heads for the Americas, Europe, and Asia. This regional team will help ensure a smoother experience for VIP attendees, learning from past challenges at previous fairs.
The Challenges of the Past
The changes come after Frieze London’s first VIP day last year saw significant chaos, marked by unprecedented lines and frustration among attendees. Reports indicated that a disorganized ticketing system led to long waits, causing serious discontent among collectors. “It was like waiting for a sneaker drop. You couldn’t see the end of the line,” recounted an art advisor who preferred to remain anonymous.
Understanding the need for improvement, Frieze has actively worked to resolve these issues. Following the inaugural event’s difficulties, subsequent fairs have enjoyed a notably smoother operation, a trend that Frieze ensures will continue.
Meet the New VIP Team
The revamped VIP relations team comprises three regional executives, each bringing a wealth of experience to their roles:
- Brooke Kanter (Americas): Based in Los Angeles, Kanter has been a significant figure in the west coast art scene. Her previous roles include founder and chair of the Kids Art Museum Project at the Hammer Museum and a vice president at Christie’s for nearly a decade.
- Minju Kweon (Asia): Operating from Seoul, Kweon has extensive experience with Frieze, serving as a VIP consultant in Korea for over six years. Before joining Frieze, she was the fair manager of Art Busan, making her deeply knowledgeable about the Asian market.
- Leonie Mir (Europe, Middle East, and Africa): The newest addition to the team, Mir comes with a strong background working for Christie’s London and notable galleries like Thaddaeus Ropac. Her expertise as an advisor and curator rounds out the team’s diverse skill set.
The Focus Going Forward
Chade emphasized the primary goal of this new structure: “The intention was very much to accompany the growth of our fairs and our footprint globally. The main objective is to deliver the best collectors from across the world to galleries across all of our seven fairs.” This goal reflects Frieze’s commitment to not only maintaining its prestige but also enhancing the experience of attendees.
Frieze London: What to Expect
As Frieze London prepares to open its doors, attendees can expect a carefully curated experience that reflects the fair’s dedication to quality and innovation. Not only will the fair showcase works from established artists, but it also aims to highlight emerging talents across various mediums.
Key Highlights of Frieze London:
- Diverse Artworks: Expect to see an impressive range of contemporary artworks from various cultures.
- Engaging Talks: The fair will feature discussions with artists, curators, and collectors, providing deeper insights into the art world.
- Networking Opportunities: With a focus on building connections, Frieze London offers numerous networking events tailored for collectors and enthusiasts.
Frieze London promises a vibrant platform for art lovers to engage with the contemporary art scene on a global scale.
Conclusion
Frieze London is not just another art fair; it’s a major event that is evolving to meet the changing needs of the global art community. The restructuring of VIP outreach aims to provide a more seamless experience for collectors while maintaining the fair’s reputation for quality and innovation. As the event approaches, anticipation builds, bringing together art enthusiasts from around the world to celebrate creativity and connection in a dynamic environment.
If you want to learn more about Frieze London, you can check out their official website.
