Experiential

Frieze New York Showed Brands How to Prepare In-Person Experiences Again

Deutsche Bank and MatchesFashion embraced digital and physical marketing

Group of people gathered in an art gallery admiring art and conversing. — The scope and structure of Frieze N.Y. could further encourage brands’ confidence about planning large, in-person experiences.Casey Kelbaugh/Frieze

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For years, Frieze New York hosted as many as 200 art galleries under a giant, billowing white tent on Randall’s Island in the East River. In early May, the art fair returned—the first major in-person art exhibition in 14 months.

Of course, the comeback of live sponsored events isn’t back to “normal” just yet.

This year, Frieze swapped the big island setting and tent for The Shed, a space that’s often compared to a quilted steel comforter.