Frieze's Online Viewing Rooms Evoke Melancholy and Nostalgia in Digital Art Fair Experience

The Frieze Art Fair's online viewing rooms, accessible via laptops, brought a mix of sadness and longing for those participating from afar. Although the digital setup reduced physical fatigue, it created a sense of detachment due to the lack of depth in showcasing the art. Viewers could find works by well-known artists like Tobias Rehberger, Howard Hodgkin, Bill Viola, and John Chamberlain, as well as pieces from up-and-coming creators. Prices were listed online, and galleries provided digital guestbooks and virtual signings to create a sense of connection. Kim Jones, the artistic director for Dior Menswear and Fendi, discussed his favorite pieces in an online chat. This virtual fair replaced the usual festive atmosphere with a feeling of unease, allowing Berlin viewers to appreciate art and fashion without masks. The reliance on technology underscored the changing landscape of contemporary art as galleries adapted to keep going.