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THE London Art Week (LAW) initiative has become a limited company and will extend its run this year with an extra winter event.

The formation of the new company joins the two bodies behind LAW, Master Paintings Week and Master Drawings and Sculpture Week.

A relaunch, to be unveiled to the 50 or so participants in March, includes a new week-long run in December as well as its now established July slot.

Crispian Riley-Smith, CEO of the new company, says LAW hopes to reach a wider audience beyond dedicated art collectors.

“We were reaching our core group and have been doing that well for the last 16 years,” he told ATG.

“From the way the market has been moving we need to reach out to lifestyle collectors who hadn’t thought about collecting in that way,”

The other five board members are chairman Lowell Libson and vice-chairmen Alexandra Toscano, Jorge Coll, Stephen Ongpin and Dino Tomasso.

Amelia Higgins, formerly of Johnny van Haeften, has joined as project manager.

LAW is a celebration of traditional art.

Now in its fifth year, it formed as the union of Master Drawings London and Master Paintings Week.

Both dealers and auctioneers take part in the event across Mayfair and St James’s.

The December run, set to take place around f lagship sales, will continue its association with the three major auction houses.

Confirmation of the winter dates and official partners will follow the relaunch that includes a new website.

The next LAW takes place from June 30-July 7.