Frieze London | Universal Design Studio

Universal Design Studio re-imagines Frieze London. Created by Universal, the architecture practice founded by Edward Barber & Jay Osgerby, the 20,400m2 space in Regent’s Park has been re-imagined, working with a new masterplan to increase the experience for the 55,000 visitors who will pass through the temporary structure in the next five days. The design team has focused on contrast, tone and texture, to make the visitor experience of Frieze one that mirrors the quality of the art on show.

The orientation of the fair’s structures has shifted to allow for a greater use of the available ground area. Building on the success of Frieze Masters, New York and London, Universal has worked to a formal plan that uses symmetry to make the spaces easier to navigate, and also to lend a sense of stature and structure. The entire experience of Frieze London is unified from outside to inside, while having clear identities to the ancillary spaces in the fair. Visitors enter through a darkened timber-lined courtyard that surrounds the existing trees, intensifying the park’s location. A long passageway then opens out into the light spaces for the art galleries. A series of main ‘avenues’ connects all tents, while small ‘public squares’ punctate the galleries to offer a moment to rest, and to enjoy live art performances. The colour palette throughout uses high contrast whites and blacks shot with blues, reds and browns, to create a crisp and classic feel.  
The restaurants including Bocco di Lupo, Caravan and Brunswick House, have all worked closely with Universal to ensure that the essence of their permanent base is felt, but seen through the lens of Frieze. Bocca Above is the fine dining option, set on a mezzanine level using Italian Mutina tiles. Brunswick House is clad with Georgian floorboards, while Caravan uses mesh panels and Bocca Below features Italian Terrazzo flooring.
For the VIP lounge, the design team has used Kvadrat textile hangings to add rich deep reds and warm blues to enhance the quality of the space, as well as softening the acoustics. Classic Ercol and Bentwood chairs add a more permanent feeling to the temporary space. Universal has also commissioned the talented florist Hattie Fox to create seasonal planters that are placed strategically within the fair, using the plants that grow in Regent’s Park to bring the outside inside, enhancing the connection of Frieze London to its location.
Jason Holley says: “We have taken an architectural approach to the organisation of the spaces; but it’s really about the art, it’s about what happens between the walls. We have accentuated the moments where interesting collisions might occur, while creating places where separation and pause are required. We are excited to be part of bring this extraordinary event to life, foregrounding an awe-inspiring array of cutting edge art practice.”
Edward Barber comments: “Our ambition this year is to bring an elegance and simplicity to the overall experience of the fair. Due to the increased ceiling height and formal masterplan, the fair will also feel more spacious and calming.”