Following the critical success of last year’s design, London-based architectural practice Universal Design Studio returns as designer of the Frieze Art Fair 2015. Frieze Art Fair was re-imagined by Universal Design Studio in 2014, attracting 55,000 people over 5 days, and sets to continue in this vein.
For 2015, the Frieze sign is converted into an entry pavilion, referencing the dimensions of the Fair and immediate context of The Regents Park and Nash’s crescent, providing a sheltered entry from the park under the tree canopy. The external entrance uses the major building elements of Frieze: membrane, steel, board and aluminum to form a more ambiguous temporary structure.
All non-gallery spaces have purpose and identity in terms of design and location, and Universal have worked to bring a part of The Regents Park into the space, including carefully curated planting by Hattie Fox of Shoreditch-based ‘That Flower Shop’.
“We were keen to find ways of bringing the park in to the Fair. We achieved this by creating an entrance experience which is in dialogue with the tree canopy, framing and drawing attention to the transition between the Park and Frieze, and through the creation of windows within the restaurant areas that offer glimpses into the park. We are also incorporating planters throughout the Fair which are carefully curated arrangements of plants that directly reference the type of planting found in the park.”
Jason Holley, Director, Universal Design Studio
Also new for 2015 is a Reading Room, which will showcase a wide range of arts publications and host live events throughout the Fair. In additional to this, Petersham Nurseries Restaurant have come on board; housed in the mezzanine level overlooking the Fair, with a bar area below.
The focus of the masterplan is to balance the overall experience so that the quality of the space matches that of the art work.
“Much of our focus in this respect has been on creating a logical flow around the Fair, with widened aisles, connections and turning points – punctuating the journey with the formation of pause points – moments of change. The galleries are doing a huge volume of business at the Fair and there needs to be consideration to how people and galleries work within the space.”
Hannah Carter-Owers, Director Universal Design Studio