A masterful Frieze

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Rosalind Ormiston visited this autumn's Frieze art fair in London's Regent's Park

From the busy cafe to the chic dining rooms, the organizers of the first Frieze Masters thought through a sophisticated approach to this inaugural Fair for historical art. Held in a vast marquee in Regent’s Park, London (11–14 October), the stands integrated antique with modern artworks, dating from c. 6000BC to AD2000, to promote over 90 dealers from 18 countries, representing the world’s leading galleries.

The chic temporary structure on Gloucester Green near Regent’s Park Zoo, was designed by Selldorf Architects. For the first edition of this Fair the organizers divided the galleries into two ventures. Spotlight, a section curated by Adriano Pedrosa of Sao Paolo, was where 22 dealers each focused on one artist from the 20th century. Then, in the main section, 79 galleries presented selected ancient to modern works from their collections. Coming under the Spotlight banner were galleries representing a diverse selection of artists. From New York, Leo Koenig Inc., focused on the German artist Sigmar Polke; whilst Sperone Westwater showcased Bruce Nauman, and Franklin Parrasch Gallery sold John McLaughlin. At Ivan Gallery of Bucharest, the work of Geta Brătescu, the Romanian Conceptual artist, offered an enigmatic series ‘Portraits of Medea’. It was the gallery’s first London show. Athens gallery, Bernier/Eliades sold Pier Paolo Calzolari, and angels barcelona, of Spain, displayed Esther Ferrer, just a few of the sought-after names from the Spotlight group selling in-demand modern works.

In the main section Gagosian, London, Colnaghi, New York, Pace, London, Moretti Fine Art, Florence/London, and Acquavella Galleries, New York, mixed in with smaller galleries. Meeting some of the gallery owners and their representatives, the mood for Frieze Masters was positive. Many expected to see regular clients and collectors at the Fair but expected to find new buyers too. Jablonka Gallerie, Cologne, said they were invited to participate here; they usually only show at Basel. On the outer wall of their gallery Andy Warhol’s screenprint Truman Capote, 1979, acted as entrance to the interior. A large-scale work by Alex Katz [see Jeff Fendall’s interview in this issue], February 5.30pm, 1972, dominated one wall, drawing collectors and browsers in.

At Sam Fogg, London, specialists in mediaeval, Indian and Islamic art, three spectacular gargoyles, c.1275-83, from the Cathedral of Notre-Dame in Strasbourg, Saint-George Hagenau, were supported on high stands, and cleverly placed to capture the attention of every visitor who crossed their path. From the works on display, a small statue A pleurant from the tomb of Aymon Le Pacifique, Count of Savoy, 1331–42, in veined white marble, by Jean de Brecquessent (fl.1299–1342), was an immediate sale.

Opposite Sam Fogg, galeri gmurzynka wowed with a group of Yves Klein ‘blue’ artworks and David Smith sculptures. For me, an exemplary gallery was Axel Vervoordt of Antwerp, with a sensational mix of ancient and modern works. The eye of an expert curator was evident in the crafting of  the ‘conversation’ between artworks, each one specifically chosen by Vervoordt. It must have been hard for collectors to resist the temptation of owning fragments of an Egyptian seated monument, XVII Dynasty, when carefully placed opposite Ad Reinhardt’s Abstract Painting, 1959. Vervoordt’s display was a masterclass in curatorship and selective collecting.

By the close of business on 14 October 2012, Frieze Masters had accumulated 28,000 international visitors. From the Spotlight section, Franklin Parrasch Gallery had sold its entire stand of John McLaughlin works. They were not alone in strong sales figures. In the main section Rupert Wace Ancient Art, London was delighted with the reaction to Frieze Masters, selling to buyers who had not purchased ancient art before.

A few days after the Art Fair, I spoke to James Hyman (James Hyman Gallery, London) who had presented a specially curated exhibition of highest quality masterpieces of photography and fine arton his stand. It had been a very successful Fair for him, he viewed Frieze Masters as an exciting concept, a well-organized show with an international reach, which looked beautiful and was good for business. He took part to make new contacts and bring in new buyers, which it did.

From Frieze Masters, it was a short 12-minute walk south across Regent’s Park, with a Frieze sculpture park to view on the way, to visit Frieze Art Fair London. Here 175 galleries from 35 countries gathered to do business. Its tenth anniversary year was being celebrated by crowd numbers that one usually associates with Premier League Football matches. It meant that space to move was at a premium and global galleries, such as Gagosian, Sadie Coles and Hauser & Worth were mobbed by both the curious and the collectors. Standing out for attention was Andersen’s, a Danish company selling contemporary art, now in its sixth year at the Fair. And Tomio Koyama, Tokyo, selling works by Mamoru Tsukada and Toru Kuwakibo, who had taken a much larger stand this year after selling everything they displayed at last year’s Fair.

The organizers of the event had divided specific areas to highlight newcomers: ‘Frame’ exhibited 22 galleries established less than six years ago, selected on the basis of a solo stand, here one could find niche companies like Mendes Wood, Sao Paolo, and NON, Istanbul, reaching a wide audience. ‘Focus’ incorporated 20 galleries established after 2001, such as Algus Greenspon, New York, and Chatterjee & Lal, Mumbai. It worked well, if one followed the map and pushed through the crowds. Standing out were Chatterjee & Lal; their warm enthusiasm for introducing browsers and buyers to their chosen artists spilled out to encompass everyone in sight; and the cool Danes, Andersen’s, who attracted not just visitors but serious buyers.

At closing on the last day of the Frieze Art Fair, 55,000 visitors had passed through its doors, with record sales listed.If you missed this London extravaganza, Frieze Masters and Frieze Art Fair London, will take place again next year, from 17–20 October 2013