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Frieze Reframed

By Sarah Douglas

Published: December 1, 2007
The Frieze fair, which ran from October 11 to 14, boasted major sales and attracted 68,000 visitors, but in terms of buzz it faced a rival in one of its own satellites, Zoo. Although Zoo director Soraya Rodriguez denies any competition, London’s Independent newspaper headlined its coverage "Battle of the Art Fairs."

Since it popped up in Regent’s Park in 2003, Frieze has branded itself as a place for cutting-edge contemporary art — unlike Art Basel and similar fairs that also feature modern work. But despite wares that are hot off the press, Frieze now resembles those big-name productions in gathering together well-heeled galleries selling high-priced items. Case in point: David Zwirner’s sale this year of Bouhouche, 2007, pictured at left, a new painting by Belgian artist Luc Tuymans, for a reported $1 million. Worse, some collectors, including Miami-based Dennis Scholl, felt that this edition’s participating dealers "played it a little safe," although Scholl was pleased to discover the charcoal drawings of Brooklyn-based artist Joyce Pensato at New York’s Friedrich Petzel gallery.

In contrast, the three-year-old Zoo — the longest standing among this year’s five satellite fairs, which included a first-timer from Paris-based Patrick Perrin that gathered 20 galleries devoted to design — was as untamed and pioneering as ever. A stellar lineup of 51 international dealers lured connoisseurs to brave the hours-long lines to enter Zoo’s brand-new venue, 6 Burlington Gardens — a.k.a. the back entrance to the Royal Academy — on a VIP day for select collectors and press. The fair’s final numbers were more than respectable, with total sales exceeding £2.8 million ($5.7 million), including the £22,000 ($45,100) paid for a painting by Spaniard Jose Maria Cano at London’s TI+2 Gallery, and attendance reaching 12,500. Scholl, who shopped at both Frieze and Zoo, shrugs off the somewhat cramped quarters: "It was a bit hard to look at things, so I just asked dealers to send me jpegs. Fairs don’t have to be about getting the work on the wall!"

"Frieze Reframed" originally appeared in the December 2007 issue of Art+Auction. For a complete list of articles from this issue available on ARTINFO, see Art+Auction's December 2007 Table of Contents.

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