Oct 12, 2026 · 30 min · 14 segments
Is Frieze becoming the new Coachella of the art world? As Frieze London 2026 takes over Regent's Park, we explore why luxury brands like Tiffany & Co., JW Anderson, Stone Island and Deutsche Bank are…
Last October, around 90,000 people from more than 100 countries passed through freeze in Regent's Park here in London.
More and more of them come to be seen and to get into the right party afterwards, which is exactly how Coachella turned from a festival into a status event.
Yet not a single work of art at Freeze London has ever sold for more than a million.
So if the fair isn't where the biggest checks are written, why are Tiffany, Stone Island, JW Anderson and a bank that has stayed for 23 years as a sponsor, why are they all so desperate to be there? Stay to the end because the answer applies to every single brand in our industry and that's not just the art world.
As I said, Freeze London and Freeze Masters starts this week and it will be running from Wednesday the 14th of October until the 18th of October.
It's in Regent's Park and the invitation only preview happens on this Wednesday.
You will be seeing nearly 300 galleries from almost 50 countries and regions across both fairs.
There has been more previous years, but since COVID-19, They've had to crowd control because some gallerists were actually complaining that it was getting so busy that they couldn't do business.
If you don't want to cough up between 50 and 90 pounds for a ticket, there's also free sculpture happening in Regent's Park, which is a sculpture exhibition happening in the park and it's free and open to the public.
So if nothing else, do go down to Regent's Park for that because anyone who's anyone and anyone in between will be descending on Regent's Park.
Last October, around 90,000 people from more than 100 countries passed through freeze in Regent's Park here in London.
More and more of them come to be seen and to get into the right party afterwards, which is exactly how Coachella turned from a festival into a status event.
Yet not a single work of art at Freeze London has ever sold for more than a million.
So if the fair isn't where the biggest checks are written, why are Tiffany, Stone Island, JW Anderson and a bank that has stayed for 23 years as a sponsor, why are they all so desperate to be there? Stay to the end because the answer applies to every single brand in our industry and that's not just the art world.
As I said, Freeze London and Freeze Masters starts this week and it will be running from Wednesday the 14th of October until the 18th of October.
It's in Regent's Park and the invitation only preview happens on this Wednesday.
You will be seeing nearly 300 galleries from almost 50 countries and regions across both fairs.
There has been more previous years, but since COVID-19, They've had to crowd control because some gallerists were actually complaining that it was getting so busy that they couldn't do business.
If you don't want to cough up between 50 and 90 pounds for a ticket, there's also free sculpture happening in Regent's Park, which is a sculpture exhibition happening in the park and it's free and open to the public.
So if nothing else, do go down to Regent's Park for that because anyone who's anyone and anyone in between will be descending on Regent's Park.
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