Hasta La Ideas

Now in its eleventh year, Frieze London is getting a new look. This year’s fair, which runs October 15-18 in leafy Regent’s Park, will be designed by Universal Design Studio. The creative consultancy, founded in 2011 by designers Edward Barber and Jay Osgerby to focus on architecture and interiors, takes over from fellow Londoners Carmody Groarke, who handled the fair’s architectural aspects (read: supercool megatent) for the last three years. Frieze has previously employed Caruso St John (2008-2010), Jamie Fobert (2006–2007) and David Adjaye (2003-2005).

“The architecture and design of the fair have always been an important part of our identity,” say Frieze founders Amanda Sharp and Matthew Slotover. “This year we were drawn to Universal in particular due to their work on interiors and focus on materials. As some of the best designers working in this area, their lateral thinking has been demonstrated by some of their great furniture and even their design for the Olympic torch. We’re really looking forward to them bringing this sensibility to Frieze.” Among Universal’s recent projects are Google Web Lab at London’s Science Museum, exhibition design for Vitra’s Vitrahaus exhibition, and both the interior and exterior of the London outpost of the Ace Hotel.

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