The white tents of Regent’s Park are alive once again as Frieze London 2024 opens, bringing with it a surge of energy that confirms the fair’s central role in the global art calendar. From the moment the VIP preview began, it was clear this edition is determined to show that London remains a powerful hub for both art and ideas.

A Fresh Layout With Purpose

This year’s redesigned floor plan has already paid off. By moving emerging and mid-size galleries into more prominent positions, the fair has created a flow that feels less hierarchical and more democratic. Visitors are discovering new talent alongside blue-chip names in a way that feels natural rather than forced. The aisles are lively, and the atmosphere is less about racing to the headline booths and more about exploration.

Curated Moments That Resonate

Sections like Artist-to-Artist and the debut of Smoke, dedicated to ceramics, have given the fair real curatorial weight. The conversations these projects spark—about identity, material, and cultural history—add richness to the commercial rhythm of the fair. For many visitors, these curated spaces feel like highlights, offering reflection and dialogue in between the buzzing sales floor.

Market Confidence

Despite wider economic concerns, sales on opening day were strong. Several galleries reported early transactions in the seven-figure range, while smaller booths also noted steady interest from collectors. What stood out most was the diversity of buyers: established collectors were present in force, but there was also a notable number of younger and first-time buyers, suggesting healthy growth for the market.

Standout Presentations

  • Billy Childish painting live in his booth blurred the line between studio and exhibition, creating one of the most talked-about moments of the fair.

  • The Focus section delivered some of the sharpest presentations, proving that smaller, emerging galleries can stand shoulder-to-shoulder with international heavyweights.

  • Across Frieze Masters, the Spotlight and Studio presentations brought renewed attention to overlooked artists of the 20th century, creating bridges to contemporary practice.

London at Its Best

What’s striking this year is the overall mood: optimistic, engaged, and curious. The fair feels less like a shopping floor and more like a cultural event, where collectors, curators, and artists are all part of the same conversation. Beyond the tents, the city’s galleries, museums, and auction houses amplify the week, but inside Regent’s Park the message is clear: Frieze London 2024 is thriving.