Case Study

Frieze Art Fair Los Angeles

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For its fifth iteration, Frieze LA set out to redefine the contemporary art exhibition scene by transforming a Santa Monica airport parking lot into a premier destination for art connoisseurs, enthusiasts, and Hollywood’s elite. With TAIT’s support, the fair masterfully blended vibrant artworks, awe-inspiring installations, and curated events, aiming for a holistic art experience that radiated elegance and prestige.

The iconic Frieze tent was reimagined as a space without boundaries, where global artistic representation merged, creating a unified, inviting environment. This setup encouraged rich dialogue and bridged conventional divides in art and geography, drawing art lovers into a world of curated creativity and innovation.

Additionally, the fair shone a light on social awareness through awards and partnerships, most notably with Deutsche Bank who sponsored the Frieze Los Angeles Film Award + Endeavor Impact Award and through Essence Harden from the California African American Museum, who spotlighted the next generation of artistic voices.

This edition of Frieze LA marked an unprecedented success, with 95 participating galleries, and 35,000 attendees from more than 48 countries. The event not only sold out but also garnered significant attention from global media giants like The NY Times and Forbes, further cementing its significance on Los Angeles’s cultural calendar. By intertwining art, community, and innovation, Frieze LA celebrated the dynamic essence of contemporary art culture.

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