Architecture and interior practice Universal Design Studio has worked on the environmental design for Frieze London.
In its third consecutive year as architects of the art fair, the studio has designed a new entryway installation, an outdoor gallery space for Frieze Projects and has also redesigned the interiors.
Universal has created a new gallery by the external entryway, linked by a ring of ramps, elevated walkways and steps.
Art installation and performance piece
The gallery houses an art installation and performance piece by Martin Soto Climent for Frieze Projects.
The entryway is also marked by a 7.5-metre high aluminium sculptural installation, designed by the studio and constructed by art fabricator Joseph Waller.
The installation references the structural framing of the large tents that make up Frieze, says Universal.
New outdoor gallery
“This year we wanted to make the arrival at Frieze feel celebratory,” says Universal Design Studio associate director, Richard McConkey.
“The new sign will make a striking installation against the trees. The inception of a new outdoor gallery will bring the art through to the entry, bridging the interior and exterior.”
Universal has also redesigned the interiors, adding wider avenues and planting by Hattie Fox of Shoreditch-based That Flower Shop.
Coloured carpet way-finding scheme
Way-finding and visitor experience have also been considered, with a new colour scheme and various coloured carpets acting as a visual guide for visitors.
Furniture for the interiors has been supplied by Italian company Cassina and pieces by Le Corbusier, Charlotte Perriand and Franco Albini are included.
Frieze London runs until 9 October in Regent’s Park. For more information, head here.
All photos by Andrew Meredith