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The first FORM will be held at the West London complex from March 1 to 4 next year and the organisers maintain it will be a complete departure from the antiques fair format. Indeed, they insist it is nothing like an antiques fair, hence its modish new name.

This troubled fixture has previously been the Spring Fine Art and Antiques Fair and more recently Fine Art, Design and Antiques. FORM show manager Ruth Minchion promises over 200 exhibitors and last week told ATG the fair was 30 per cent booked.