Frieze Masters Introduces Art Advisory Service to ‘Demystify’ the Market for New Collectors

Still regretting not buying that ancient urn?

Wentworth Beaumont and Hugo Nathan. Photo courtesy Frieze Fairs
Wentworth Beaumont and Hugo Nathan. Photo courtesy Frieze Fairs

In response to what they see as an increasingly eclectic approach to collecting, Frieze has announced the fair will introduce a bespoke art advisory service for this year’s Frieze Masters as an extension of their VIP tours service

Frieze Masters boasts an extremely varied list of exhibitors with many galleries bringing a range of art, artifacts, and antiquities quite literally spanning millennia which makes offering this kind of service a shrewd move.

“Independent advisory services are less common in the field of historical art,” Joanna Stella-Sawicka, artistic director of Frieze Fairs told artnet News via email. ”At the same time, we’ve seen a growing trend of collectors buying more deeply and eclectically across different time periods, looking at both modern and contemporary art alongside historical categories such as ancient art or illuminated manuscripts.”

Stella-Sawicka adds that Frieze Masters is the ideal fair for this type of collector as items presented there are vetted by over 50 experts. The service, provided exclusively by art advisory service Beaumont Nathan, is meant to advise new collectors and those considering making purchases out of their realm of expertise. Although primarily available to VIPs, there will also be a limited walk-in service available.

Iwan Wirth. Photo: Wikimedia Commons.

Iwan Wirth. Photo: Wikimedia Commons.

“This is a natural but innovative leap for the art fair model,” Iwan Wirth, President and co-founder of Hauser & Wirth and member of the Frieze Masters selection committee said in a statement sent to artnet News. “Art fairs can be a daunting place, but by offering an art advisory service within the fair we hope to demystify the complexities of the art market for new collectors, provide genuine, impartial insight and reassurance to seasoned collectors who are branching out of their comfort zone, and facilitate the process of collecting in general.”

It makes sense to work with one, independent art advisory company but how did Frieze choose to work with Beaumont Nathan?

“Their disciplined business model relies, uniquely, on not owning stock—meaning they can truly work on an entirely independent, agenda-free and transparent basis with their clients,” said Stella-Sawicka.

The company also has a broad range of specialisms, which makes them a good fit for the fair.

“Beaumont Nathan are very proud to be the Bespoke Advisory Partner to Frieze Masters,” said Wentworth Beaumont and Hugo Nathan of co-founders of the company. “Beaumont Nathan are especially excited to have the opportunity to prove how effective art advisory can be as a service to both new and experienced collectors, particularly in the pressurized conditions of an art fair, where big decisions need to be made very quickly”

The Picassos, Ingres, and Monets will always be a good choice for those who can afford to buy them but will we see an increase in sales in artifacts, or rare books, and other less mainstream items at this year’s fair with the addition of this service? Only time will tell.


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