Frieze London has appointed Universal Design Studio to mastermind the space of its 2014 edition. Perhaps best-known for their work on the Olympic torch, Universal already has a string of arty clients in its portfolio, including The Victoria & Albert Museum, Vitrahaus, and the hüber-trendy Ace hotel in London’s Shoreditch.

Until know, Frieze has worked with architects (David Adjaye, Caruso St John, Carmody Groarke) primarily preoccupied with the overall design of the tent in Regent’s Park. By contrast, Universal is a firm embracing all aspects of design, from architecture to interiors. The appointment suggests a new focus on the experience of the space inside the fair itself­. What exactly this will entail is yet to be revealed.

Frieze London has also announced that from this year, it will open to VIPs on Tuesday, instead of Wednesday, and close on Saturday night—effectively reducing its opening time for non art-worlders.