How to survive Frieze (as a gallery owner)

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The Independent Culture

Frieze Art Fair is something that gallery directors have thought about since the end of the previous one. The preparation involves planning walls and the configuration of the gallery's stand and how the art work is presented.

Whereas a gallery is an authentic representation of an artist's work, an art fair is less so and collectors and visitors need to be aware that at Frieze they are getting only a thumbnail of what an artist's work is like.

Frieze has a style of its own and its setting in Regent's Park adds to the experience. There are parties throughout the week hosted by dealers or magazines, and the social and artistic often blur into one another, so Frieze is very much a social event where like-minded people can meet. But Frieze is open to all and we want to attract students and young artists as well as serious art collectors.

This year I'm really looking forward to Zurich gallerist Eva Presenhuber's stand and Gavin Brown's enterprise from New York, and the Cabinet gallery usually goes beyond what is expected at an art fair. It's very significant that London hosts an internationally regarded art fair and this makes it quite unique. Tips I would have for gallery directors new to Frieze would be to really engage in the city of London – experiencing the atmosphere is as important as the art fair itself.