Universal Design Studio completed the architecture and design for Frieze London 2014. As one of the major art fairs of the world, the project needed to accommodate 162 galleries and 55,000 visitors. Universal’s objective for 2014 was to conceive a new layout for the fair, reimagining the entrance, visitor circulation, restaurants, cafes, VIP room and event spaces.
The concept focused on contrast, tone and texture to develop the visitor experience of Frieze to one that mirrors the quality of the art on display. The new layout provided long vistas and walkways, with a strong formal framework for the differing gallery types. To connect the gallery tents, a series of main avenues were designed that allowed for the movement of vast amounts of people, giving a more spacious feel to the fair. These avenues were punctuated with small public squares that offered visitors a moment to relax on custom benches and enjoy live art performances and views.
Size: 20,500 sqm
Status: Completed October 2014
Design Team: Samantha Leist, Richard McConkey, Rebecca White
Collaborators: Hattie Fox
Photography: Andrew Meredith