So What Does a Frieze London VIP Card Actually Get You?
Enjoy Frieze Week from an insider’s perspective.
London is a city where the most covetable thing is to know the unknowable: which artist will be the next to “blow up” internationally, which area will soon be unaffordable to live in, and most importantly, where will the best party be tonight?
Those holding Frieze VIP cards have a much better chance than most to find what this week’s hottest tickets are.
VIP cardholders will also have early entry to both Frieze London and Frieze Masters on October 5—where one can easily spot famous artists, collectors, and celebrities like Beyoncé and Benedict Cumberbatch.
VIP card holders will also be treated to early access tours of the some of the most talked about exhibitions in London, such as “Jeff Koons: Now” at Damien Hirst’s Newport Street gallery, which coincides with the opening of his show at Almine Rech’s new Mayfair space.
Other exclusive tours available to VIPs include the National Gallery’s collection; visits to the critically acclaimed Hayward Gallery pop-up exhibition “The Infinite Mix: Sound and Image in Contemporary Video” at The Store on The Strand; James Richards’ exhibition at the ICA, the impressive Ab-Ex survey recently opened at the Royal Academy of Arts; as well as a luxurious sounding “Gucci breakfast” and a visit to London’s exclusive Soho House.
Of course, the cards also grant access to the VIP lounges at Frieze London and Frieze Masters, plus a car service between the fairs and discounted rates at some of London’s most exclusive hotels.
For those who haven’t been blessed with a VIP card, fear not: the city remains your oyster.
Throughout the week, there will be private views all over London. Key openings will be Njideka Akunyili Crosby at Victoria Miro Gallery; Jeff Koons at Almine Rech; Lynn Chadwick at Blain | Southern; the shows of Neo Rauch, Marcel Dzama and Raymond Pettibon at David Zwirner; Ed Ruscha at Gagosian; Borna Sammack at Sadie Coles; Peter Saul at Michael Werner Gallery; Tony Cragg at Lisson Gallery, and many more.
Or you could head down to the Zabludowicz Collection Frieze party on Friday night, legendary for its free street food and drinks, and check out Donna Huanca’s dazzling new show while you are at it.
Strictly by invitation, Maureen Paley will be treating a lucky few to a VIP dinner after its Maureen Gallace exhibition opens, and Hauser & Wirth will be hosting a champagne brunch to celebrate its Mike Kelley and Lygia Pape exhibitions. Meanwhile, 1:54, the Contemporary African Art Fair, will be hosting a champagne reception to celebrate their opening on October 5.
Perhaps the best thing about Frieze London is the way the city responds to its success, with satellite fairs such as Sunday Art Fair, Crossroads, and Moniker as well as exhibitions opening all over town. Be sure to check them out.
If you exhaust yourself looking at all there is to see—we are only humans, after all— you can head to the VIP lounge if you have the right card, to the Arts Club on Dover Street if you are very lucky, and to one of London’s many fine eateries and bars if you are everyone else. Sigh.
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