This week is Frieze Week in London, a flurry of fairs, exhibitions and sales including the opening of the Contemporary art giant Frieze London.
Frieze London runs fromOctober
17-20, and its younger sister, Frieze Masters, the new
fair from the Frieze machine, mixing modern and historical art,
returns for a second time this year to Gloucester Green in Regents
Park from October 17 to 20.
Sam Fogg, pictured below, is a London-based
dealer in Medieval, Islamic and Indian art and a member of the
Frieze Masters selection committee. He will exhibit at the fair for
the second time this year and here he shares his views on the
• What were your hopes for the first
event and why did you want to be involved?
Firstly, I hoped for a great international
fine art fair for London and the UK. Secondly, to help create a new
kind of fair.
• What was your experience of last
year's fair? Did you meet a different clientele?
It was very successful for us with existing
clients but also new ones.
• Is there anything that was
criticised at last year's event that you have looked to improve for
The quality of the participating galleries
was high but has been improved.
• How does the fair compare to other
events at which you exhibit, for example Masterpiece and TEFAF
Maastricht, in terms of approach, design, clientele and
It has a new and different style from those
fairs - perhaps better suited to the way most collectors live and
work, certainly in London.
• Competition for stands at
this year's fair was stiff and it was very oversubscribed. Can you
describe the selection process and what you were looking for in
The priority was to get as many of the
world's leading dealers in as possible. In some areas (Old Masters,
Medieval art etc) almost every leading dealer is represented. In
some areas, particularly Asian art, it has been improved but still
• Have you noticed a rising
importance of art fairs over the 30 years that you have been
Yes. Unfortunately too many people don't
have time to visit galleries and private dealers.
• How and when did you become a
I became an independent dealer in my 20s by
accident but have never wanted to do anything else since.
• What do you think are the
biggest challenges that you and other dealers face
The rewards, practically, intellectually and
emotionally, come from handling the greatest material. The
challenge, which is getting harder, is to find it.
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