How to succeed at Frieze

Five ways to make your mark at the art extravaganza.

With so many different galleries from all over the world vying for visitors (particularly those of the well-heeled variety), going around Frieze can be somewhat numbing - and that's putting it mildly. What are the winning strategies that make a few galleries stand out from the crowd? Here are five ways to lure in artlovers, collectors and idlers:

1. Position is key

It is no exaggeration to say that where a gallery is situated inside the vast Frieze tent can make or break it. The more prominent galleries, more often than not from New York or London, line one of the principal arteries of the fair, close to the main entrance through which everyone is channelled in. Smaller, lesser-known galleries often languish somewhere on the periphery, in cubicles half the size of those allotted to their more illustrious counterparts. Being placed next to the toilets at last year's fair, I was told by the attendant of an Italian gallery, did his sales more harm than the economic downturn.

2. The element of shock

Given the ambient sensory overload, some galleries resort to shock tactics. Perrotin gallery mounts a full-blown assault on the senses by choosing Daniel Firman's multi-coloured neon Butterfly, inspired by the Apple login-in sign, as its centrepiece. An abrupt change of scale, forcing you to peer at a work from close up or else to distance yourself from it, can equally be arresting. On a different note, pornography is more prominent than ever at this year's fair. Desperate measures for desperate times?

3. The recognition factor

Galleries from far and wide pull out all their big names for the occasion. What struck me was the number of British artists or artists recently featured in major London exhibitions on show. Michael Werner and David Zwirner, two New York-based galleries facing each other from across the aisle, had between them enough works by artists made familiar through solo exhibitions at Tate Modern and Tate Britain, the Whitechapel Gallery and the White Cube, to fill out a choice contemporary art museum. But even smaller galleries are eager to flaunt their work relations with the usual suspects of the British arts scene.

4. Humour pays off

Contemporary art isn't famous for its sense of humour. This may be why two Frieze Talks - "What's So Funny?" and "Susan Hiller in conversation with John Welchman" - choose to tackle this issue head-on. A more subtle alternative to shock, humour can be just as arresting. Witness gallery Jack Hanley's adroit use of astonishingly lifelike, cast-resin effigies of gherkins erected on pedestals in Austrian artist Erwin Wurm's Self-Portrait as a Pickle.

5. Less is more

This principle goes a long way to explaining the success of "Frame", a section of the fair dedicated to solo artist presentations by galleries that have been around for less than 6 years. Some of the displays that worked best at Frieze as a whole were the ones which focused on a single artist or fully worked out one dominant concept. Soothing grey tones in the richly patterned paintings by Japanese artist Nana Funo, represented by Tomio Koyama Gallery based in Tokyo and Kyoto, were a positive reprieve after some of the fair's excesses.

Photo: Getty
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Sean Spicer's Emmys love-in shows how little those with power fear Donald Trump

There's tolerance for Trump and his minions from those who have little to lose from his presidency.

He actually did it. Sean Spicer managed to fritter away any residual fondness anyone had for him (see here, as predicted), by not having the dignity to slip away quietly from public life and instead trying to write off his tenure under Trump as some big joke.

At yesterday’s Emmys, as a chaser to host Stephen Colbert’s jokes about Donald Trump, Sean Spicer rolled onto the stage on his SNL parody podium and declared, “This will be the largest audience to witness an Emmys, period.” Get it? Because the former communications director lied about the Trump inauguration crowd being the largest in history? Hilarious! What is he like? You can’t take him anywhere without him dropping a lie about a grave political matter and insulting the gravity of the moment and the intelligence of the American people and the world. 

Celebs gasped when they saw him come out. The audience rolled in the aisles. I bet the organisers were thrilled. We got a real live enabler, folks!

It is a soul-crushing sign of the times that obvious things need to be constantly re-stated, but re-state them we must, as every day we wake up and another little bit of horror has been prettified with some TV make-up, or flattering glossy magazine profile lighting.

Spicer upheld Trump's lies and dissimulations for months. He repeatedly bullied journalists and promoted White House values of misogyny, racism, and unabashed dishonesty. The fact that he was clearly bad at his job and not slick enough to execute it with polished mendacity doesn't mean he didn't have a choice. Just because he was a joke doesn't mean he's funny.

And yet here we are. The pictures of Spicer's grotesque glee at the Emmy after-party suggested a person who actually can't quite believe it. His face has written upon it the relief and ecstasy of someone who has just realised that not only has he got away with it, he seems to have been rewarded for it.

And it doesn't stop there. The rehabilitation of Sean Spicer doesn't only get to be some high class clown, popping out of the wedding cake on a motorised podium delivering one liners. He also gets invited to Harvard to be a fellow. He gets intellectual gravitas and a social profile.

This isn’t just a moment we roll our eyes at and dismiss as Hollywood japes. Spicer’s celebration gives us a glimpse into post-Trump life. Prepare for not only utter impunity, but a fete.

We don’t even need to look as far as Spicer, Steve Bannon’s normalisation didn’t even wait until he left the White House. We were subjected to so many profiles and breathless fascinations with the dark lord that by the time he left, he was almost banal. Just your run of the mill bar room bore white supremacist who is on talk show Charlie Rose and already hitting the lucrative speaker’s circuit.

You can almost understand and resign yourself to Harvard’s courting of Spicer; it is after all, the seat of the establishment, where this year’s freshman intake is one third legacy, and where Jared Kushner literally paid to play, but Hollywood? The liberal progressive Hollywood that took against Trump from the start? There is something more sinister, more revealing going here. 

The truth is, despite the pearl clutching, there is a great deal of relative tolerance for Trump because power resides in the hands of those who have little to lose from a Trump presidency. There are not enough who are genuinely threatened by him – women, people of colour, immigrants, populating the halls of decision making, to bring the requisite and proportional sense of anger that would have been in the room when the suggestion to “hear me out, Sean Spicer, on SNL’s motorised podium” was made.

Stephen Colbert is woke enough to make a joke at Bill Maher’s use of the N-word, but not so much that he refused to share a stage with Spicer, who worked at the white supremacy head office.

This is the performative half-wokeness of the enablers who smugly have the optics of political correctness down, but never really internalised its values. The awkward knot at the heart of the Trump calamity is that of casual liberal complicity. The elephant in the room is the fact that the country is a most imperfect democracy, where people voted for Trump but the skew of power and capital in society, towards the male and the white and the immune, elevated him to the candidacy in the first place.

Yes he had the money, but throw in some star quality and a bit of novelty, and you’re all set. In a way what really is working against Hillary Clinton’s book tour, where some are constantly asking that she just go away, is that she’s old hat and kind of boring in a world where attention spans are the length of another ridiculous Trump tweet.

Preaching the merits of competence and centrism in a pantsuit? Yawn. You’re competing for attention with a White House that is a revolving door of volatile man-children. Trump just retweeted a video mock up where he knocks you over with a golf ball, Hillary. What have you got to say about that? Bet you haven’t got a nifty Vaclav Havel quote to cover this political badinage.

This is how Trump continues to hold the political culture of the country hostage, by being ultra-present and yet also totally irrelevant to the more prosaic business of nation building. It is a hack that goes to the heart of, as Hillary's new book puts it, What Happened.

The Trump phenomenon is hardwired into the American DNA. Once your name becomes recognisable you’re a Name. Once you’ve done a thing you are a Thing. It doesn’t matter what you’re known for or what you’ve done.

It is the utter complacency of the establishment and its pathetic default setting that is in thrall to any mediocre male who, down to a combination of privilege and happenstance, ended up with some media profile. That is the currency that got Trump into the White House, and it is the currency that will keep him there. As Spicer’s Emmy celebration proves, What Happened is still happening.