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Add Texture to GoogleIn London, mid-October is no longer defined solely by the monumental buzz of Regent’s Park. While mega-art fairs continue to draw crowds, a growing weariness with the industrial formats of contemporary art is giving way to a more discreet, almost intimate ecosystem. On the fringes of Frieze Week, a new generation of “boutique” art fairs is taking over the British capital. Their common threads: a human scale, unique architectural settings, and reimagined business models. From luxury hotel rooms to neoclassical churches, these satellite events prioritize intimacy over scale, transforming the art-buying experience into an intimate encounter.
The cozy intimacy of the London Invitational at the Chancery Rosewood
Among this season’s most anticipated new openings, the London Invitational brings a concept that has proven successful in Texas to the Mayfair neighborhood. Initiated by James Cope, a British art dealer based in Dallas and founder of the And Now and James Cope Gallery, the project is supported by collector Jessica Nowitzki. This London edition follows the launch of the Dallas Invitational in 2023, conceived as an alternative to the traditional structures of international art fairs.
The choice of venue is no coincidence: The Chancery Rosewood hotel, located at 30 Grosvenor Square in the former U.S. Embassy. This modernist building, designed by architect Eero Saarinen, sets its own rules of the game. From October 15 to 18, a dozen galleries (some sources mention up to fifteen exhibitors) will occupy private rooms on the hotel’s third floor. The setting here is radically different from the sterile exhibition booths: the gallery owners are staying on-site and working within the constraints of a residential space. Drilling into the walls is prohibited. The artworks therefore find their place on windowsills, lean against mirrors, or make their way near the sinks.
The selection reflects a strong American presence, featuring galleries such as Franklin Parrasch, Lomex, Bel Ami, François Ghebaly, and Andrew Reed Gallery. Broadway, EUROPA, Marinaro, James Kelly Contemporary, and the James Cope Gallery round out this lineup, alongside two representatives of the local scene: the Vardaxoglou and Charles Asprey galleries. As a sign of these exhibitors’ positioning, the majority of transactions are conducted in U.S. dollars. After London, the organizers are already planning to expand this model to New York.
Fair Play: The Artist at the Center of the Event
Just a few steps from Regent’s Park, another initiative aims to shake up the status quo. Ryan Stanier, who founded The Other Art Fair in 2011 before parting ways with it permanently in 2024, is launching Fair Play Art Fair. The event is taking place at One Marylebone, a former neoclassical church designed by Sir John Soane, providing a solemn setting for an “artist-first” approach.
The model is based on direct sales. Here, there are no intermediaries for the seventy selected artists, the majority of whom are women. The selection process was entrusted to an external jury including Kate Bryan of Soho House and Jo Baring of The Ingram Collection. For artists, access is made easier by the complete absence of initial booth fees. The fair charges a commission only on sales, taking 42% of the price of the artwork.
The opening attracted more than 3,000 visitors during the preview on October 15. While attendance reflects genuine interest, the pace of transactions proved slower at the outset. Initial feedback indicates few immediate sales on the opening night, although many contacts were made for future commissions.
Minor Attractions: The Strength of the Collective in Fitzrovia
For its fourth edition, Minor Attractions confirms its growing influence by expanding its scope. Founded in 2023 by Jonny Tanna (Harlesden High Street) and Jacob Barnes (GROVE), the fair is moving from The Mandrake hotel to Fitzrovia, at The Newman hotel. This Art Deco-style venue, located at 50 Newman Street, will host the event from October 13 to 17.
The fair has expanded significantly, featuring more than 75 participants, including galleries, publishers, and nonprofit organizations from 15 countries. Curated by Sophie Barrett-Pouleau, the exhibition occupies sixteen rooms and the entire first floor of the hotel. What sets Minor Attractions apart is its collaborative approach: each room is shared by a London gallery and a guest international gallery.
This collaboration gives rise to specific aesthetic dialogues, such as the joint presentations by Harlesden High Street and Chicago’s Tala, or the partnership between Joey Ramone and Norito. Other pairings, such as Starch and LAILA, illustrate this commitment to breaking down the usual isolation of fair exhibitors and fostering a more organic networking dynamic, at the heart of a neighborhood historically linked to London’s artistic scene.