Frieze London Adapts to Pandemic with Hybrid Format and Local Focus in 2020
In 2020, the Covid-19 pandemic resulted in the cancellation of significant international art fairs, such as Frieze London, which shifted to a hybrid format featuring digital viewing rooms available until October 16. Approximately 250 galleries participated online, a decrease from the 280 of previous years. Victoria Siddall, Frieze's global director, remarked on the art industry's swift transition to digital platforms. Gallerist Thaddaeus Ropac characterized the event as "very local," noting the absence of physical attendees from Latin America, Asia, or the U.S. Benjamin Sutton from Artsy pointed out the variety of offerings, including thematic displays. The Brazilian gallery A Gentil Carioca showcased outdoor works in Rio de Janeiro, with director Marcio Botner seeing the street as an extension of the gallery, featuring artists like Laura Lima, Arjan Martins, Vivian Caccuri, and Marcela Cantuária.
Key facts
- Frieze London 2020 was a hybrid event combining virtual and local physical elements due to the Covid-19 pandemic.
- The fair's digital viewing rooms were available until October 16, 2020.
- Approximately 250 galleries accessed the digital platform, down from 280 in previous years.
- Victoria Siddall stated the pandemic forced a rapid, overnight digital adoption in the art world.
- Thaddaeus Ropac described the event as "very local" without physical attendees from the Americas or Asia.
- Benjamin Sutton noted a broad range of offerings from antiquities to emerging artists' lockdown works.
- Brazilian gallery A Gentil Carioca presented an outdoor exhibition in Rio de Janeiro's streets.
- The gallery's director, Marcio Botner, aimed to imagine the street as an extension of the gallery space.
Entities
Artists
- Laura Lima
- Arjan Martins
- Vivian Caccuri
- Marcela Cantuária
Institutions
- Frieze London
- Artsy
- A Gentil Carioca
Locations
- London
- United Kingdom
- Regent's Park
- Rio de Janeiro
- Brazil