Apr 18, 2019 | By Cassandra Gagnon
Feb 07, 2019
By Allyson Rees
From January through to March, Los Angeles buzzes with only one phrase – ‘Awards Season’.
It’s the time of year when Hollywood gets all dressed up, weekend after weekend, to drink champagne, hand out statues and congratulate itself for being fabulous. This year, however, the art world is coming to town and to take centre stage, in a strategic and long-awaited debut.
Keen to piggyback the momentum of awards season, along with the celebrity and influencer cachet that goes with it, Frieze is finally making its West Coast launch. After 16 years of successful art shows in New York and London, the first Frieze Los Angeles will take place from from 15th – 17th February at the iconic and historical Paramount Studios in Hollywood.
The show is scheduled smack dab in the middle of the two biggest award shows of the year, the Grammies (10th Feb) and the Oscars (24th Feb). It’s a time when the Hollywood elite tends to stay in town in preparation for the awards, and Frieze’s fortuitous scheduling make the schedule ideal for celebrity buyers and collectors.
Over the course of the weekend, Frieze will feature over 70 of the most progressive and influential galleries from all over the world. Architect Kulapat Yantrasast designed a tent to house the gallery booths, along with site-specific work by 17 artists. What’s more, the show features special programming with artists including Tom Sachs, Mary Weatherford and Anri Sala, and will also feature pop-up shops from Artists 4 Democracy, re:la and Women’s Center for Creative Work. Throughout the lot, guests can experience immersive artworks from artists including Barbara Kruger, Lisa Anne Auerbach and Hanna Greely.
Brands and retailers have jumped on board. Matches Fashion is hosting a pop-up of their London townhouse 5 Carlos Place, along with a speaker series featuring costume designer Arianna Phillips and Laura Mulleavy of Rodarte. Some of LA’s most popular restaurants, including Sqirl, Baroo and CINQUÉ, will host pop-up eateries. And it’s all happening on Paramount’s historic backlot, home to film and television icons like The Godfather, Top Gun, Cheers and Frasier.
For tickets and more information, check out the Frieze website.
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