Case Study

Frieze New York at The Shed

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In 2012, Frieze Art Fair’s New York debuted to endless accolades, achieving icon status and quickly becoming one of the most coveted tickets in town. Each year, artistry and ideas collide under the big tent, an event that attracts global galleries, major collectors along with an endless parade of contemporary art fans. After a pandemic pause, Frieze was looking for a way to safely bring back the beloved event. 

Art starved New Yorkers headed to The Shed at Hudson Yards for the first in-person Art Fair in over a year, with both tickets and artwork selling out in a blink of an eye. Gone were the glorious tents of previous years, replaced by a virtual viewing room that could be accessed for free, from anywhere. Lucky ticket holders got to explore the 64 galleries where bold paintings lined the walls, verdant installations evoked exotic lands, and social justice initiatives expanded minds and world views. To keep guests safe, the event spanned multiple levels and adhered to a one-way traffic flow which providing attendees with ample viewing space and allowed them to safely explore.

Timed entry tickets, masks, along with either a negative PCR test or proof of vaccination were required for entry.

Frieze heralded the return of live, in-person art fairs, a mark of the art world’s fortitude and resilience. This sold-out experience was the talk of the town, earning praise from the NY Times, Wallpaper, Vogue, ArtNet, Wall Street Journal, CNN, Gothamist among others.

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