London. It seems hard to believe that five years ago Frieze did not exist. Today, the contemporary art fair, now in its fourth edition, has spawned a new art season in London.
Not only did the fair attract many of the world’s most important collectors, it has triggered a vast programme of events. The Serpentine Gallery displayed work by young Chinese artists in the derelict Battersea Power Station: 2,000 visitors a day queued to see it. The main auction houses staged hugely successful contemporary art sales; dealers put on important shows, artists gave performances and there were three satellite fairs: Zoo (see below); Scope, now thankfully out of its previous hotel venue; and the new Year_06.
The architect, Jamie Fobert, designed the Frieze tent this year but his hopes for fine weather were dashed, when, an hour after the fair opened to a select group of 600 VIPs, the heavens opened and deluged the tent, causing a flood between the Gagosian and Bonakdar stands. “Fortunately everyone important was already inside,” said London dealer Maureen Paley, as the rain thundered onto the roof.
François Pinault, the French billionaire and owner of Christie’s, diligently tramped the aisles, while the California collector Eli Broad was also spotted: during his London trip he bought Jeff Koons’ Cracked Egg (Blue), for about $3.5m from the Gagosian Gallery. Other American visitors included the Miami-based Rubells and Rosa de la Cruz, along with the New Yorker David Teiger. Jane Holzer bought Tracey Emin’s Rosettes for $75,000 from Lehmann Maupin. The Manchester-based collector Frank Cohen, bought a 2006 triptych of skulls by Yan Pei-Ming at Massimo de Carlo for d200,000 ($240,000). Dakis Joannou’s Deste Foundation in Athens was thought to be the buyer of Ashley Bickerton’s Green Reflecting Heads with Hula Girls, 2006, sold by Lehmann Maupin for about $150,000.
The fair also attracted celebrities, among them models Kate Moss and Claudia Schiffer, actors Jude Law and Gwyneth Paltrow, fashion designer Valentino and photographer Mario Testino.
“I feel like the fair’s up 100% in the quality of its collectors. I’m blown away,” said London and Zurich dealer Iwan Wirth. “We’re seeing all the big-time European collectors,” said Carolyn Ramo, director of Nicole Klagsbrun. The number of French and German collectors was particularly noticeable, while Russian visitors put in a new appearance (p59).
Sales were reportedly excellent although the organisers refused to disclose figures: last year they said that £33m worth of art was sold. “We’re selling like crazy, but you’d have to be stupid not to be selling right now,” said Los Angeles dealer Patrick Painter. “I think I’ll switch to green dots, so people know what’s still available.” Michaela Neumeister of Phillips de Pury auction house noted that “it is frustrating to new collectors, because so much of the great material is pre-sold. The newer collectors don’t really have a chance, unless they’re advised by someone like Philippe Ségalot [François Pinault’s art advisor].”
Frieze is clearly maturing fast. Olivier Belot of Yvon Lambert, Paris, cited sales of major pieces by Barbara Kruger and Douglas Gordon, alongside new commissions for Jenny Holzer, which start at $200,000. Victoria Miro sold Danish painting star Tal R’s 2006 piece Gimi, Gimi, Gimi after Midnight for £50,000 ($90,000). Iwan Wirth confirmed that the price points are rising at Frieze. “The most expensive piece we took to the last Frieze cost $250,000,” he says. “ This year, we brought a half-million dollar Paul McCarthy and it sold right away. Last year, we couldn’t have got that price.”
Originally appeared in The Art Newspaper as 'For one week London became the centre of the art world'