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.

IBL/REX
Show Hide image

Paula Hawkins: a pulp-feminist follow-up on The Girl on the Train

Hawkins’s writing displays a suspicion of power, especially male power, though she is also eager to identify moments of female collusion in misogyny. 

A couple of years ago, Paula Hawkins, an Oxford graduate with a run of chick-lit novels to her name (well, to her nom de plume Amy Silver), became the latest example of various splashy phenomena. Most obviously, The Girl on the Train, her first thriller, made Hawkins an out-of-nowhere, book-clubtastic, “movie rights gone in a flash” sensation, on the model of E L James. It also made Hawkins, who had formerly worked at the Times, one of those journalist-turned-juggernaut figures, like Robert Harris and Gillian Flynn, a beacon of light to every deadline-haunted hack.

Not so publicised was the kind of writer the book showed Hawkins to be. The Flynn comparisons were perfunctory, the overlap limited to shared use of multiple narrators and that not uncommon word, “girl”. A puff from Stephen King was a little more in tune with Hawkins’s sensibility, a taste for the Gothic intensities that lurk beneath the everyday; but King’s praise – it kept him up all night – still missed her strangest virtue: not the gift for making people turn a lot of pages and feel foggy on the next day’s commute, but for using the mystery thriller form as a back-door polemic, every revelation bringing an adjustment of world-view, every twist of the plot putting a spin on what we thought she thought. More striking than Hawkins’s late success or old career was her emergence as a new practitioner of feminist pulp, the sub-subgenre in which men destroy and women suffer, whose most recent classic had been Alice Sebold’s The Lovely Bones and whose presiding genius – its queen for fifty years and counting – is the hydra-headed literary combustion engine who usually signs herself Joyce Carol Oates.

Hawkins’s new novel, Into the Water, serves to make things clearer. It enables her readers to sketch a Venn diagram to identify what was incidental to The Girl on the Train – what merely helped to grease the wheels – and what she is obsessed with. Why call it an obsession and not a crutch, a formula, the hardening of habit? Not because what Hawkins is up to conflicts with readability – clearly that isn’t the case – but because she is building novels more intricate, more packed with implication, than readability demands.

Like The Girl on the Train, the new novel centres on a female victim with alleged deficiencies as a woman and mother. The body of Danielle “Nel” Abbott, a writer and photographer, is discovered in the part of a lake known as “the drowning pool”. Nel wasn’t much liked by the other local women. She had ideas above her station. She was a “slattern”. In fact, Nel’s death goes unmourned by everyone except her wild 15-year-old daughter, Lena, who is convinced her mother jumped, but for a good – withheld – reason. To Nel’s unmarried sister, Jules, who ignored a number of phone calls and messages, and who has travelled from London to watch over Lena and identify the body, Nel’s death is the final insult, another way of upsetting her existence.

Into the Water follows its predecessor in applying laser scrutiny to a small patch, but there are signs of growth and greater ambition. Last time the setting was a pair of houses on Blenheim Road, Bucks. Here it is the community of Beckford, a village in or near Northumberland, several hours’ drive from anywhere civilised – “if you consider Newcastle civilised”, in the words of one character. The Girl on the Train had three female narrators describing events, in mildly jagged order, that occurred across a single summer. The new novel features testimony from five characters, including Jules, Lena and the brother of Lena’s dead best friend, and provides close access, in the third person, to another five, including the best friend’s mother. Alongside these ten voices are sections narrated by Jules in 1993 – her experiences carry echoes of Stephen King’s Carrie – as well as passages from Nel’s unfinished manuscript: a photographic history of the Beckford lake called The Drowning Pool, containing a prologue and descriptions of three previous deaths, dating from 1920, 1983 and 1679.

The book isn’t free of cliché – the phrase “out of the woods” is not a reference to the rural setting – and some of Hawkins’s devices border on cheating. At various points a narrator starts talking about a previously shrouded incident soon after it has been revealed elsewhere, as if the characters were in cahoots, conspiring how best to frustrate the reader. There’s much recourse to the undefined event, the word “it”. (What?!) The outsider figure, Detective Sergeant Erin Morgan, is severely restricted in her role as a conduit for backstory. “Have you not seen any background on this?” her superior asks. No, she hasn’t. But Erin “should have been given the files”. Well, she wasn’t.

But most of the time, the novel is plausible and grimly gripping, and Hawkins plays fair. Characters aren’t only lying to us, they are often lying to themselves, or else they’re misinformed. The reader always knows more than any one character but never knows all that a character knows, and Hawkins trusts that the promise of enlightenment is sufficiently seductive to deliver information by the drip.

So, Into the Water is on a par with The Girl on a Train – and of a piece with it, too. Hawkins’s writing displays a suspicion of power, especially male power, though she is also eager to identify moments of female collusion not just in patriarchal structures, but in misogyny. The blame lies with men, who react with violence and psychological abuse to the perceived threat of a woman’s independence. But one of the main products of this mistreatment is that the female characters overlook the role played by such damage when considering other women’s behaviour and subscribe instead to a male-sanctioned narrative of stubborn irrationality or wilful coldness.

Hawkins seems more engaged with the second part of the equation, the way that women see themselves and each other. The radicalism of The Girl on the Train and Into the Water depends partly on the persuasive depiction of figures such as (in Girl) the pathetic drunk and the unrepentant home-wrecker, and in the new novel the money-grabbing mystic, the joyless spinster, the trouble-making man-eater. Then Hawkins exposes the truth behind the cardboard, the way these images have been constructed and perpetuated. Her plotting works as an ambush and also as a rebuke. “You didn’t believe that nonsense, did you?” she seems to be saying. “Oh, you did – and here’s why.”

The effect is less patronising than perhaps it sounds. The rebuke is aimed at the reader not as a citizen but as a participant in the thriller tradition. After all, the victim who deserved it is a familiar character: we have little trouble believing the type. Hawkins has set herself the challenge of adding a third dimension to the dramatis personae bequeathed by Agatha Christie and Raymond Chandler. We are accustomed to characters shifting shape as a story develops. The obvious suspect – twitchy, tattooed, alibi-less – was all along a Good Samaritan; the spotless widow has a cellar full of skulls. Hawkins goes further, showing how narrative presumptions betray unconscious beliefs, upending clichés of other people’s making. You might dismiss her as a killjoy if she wasn’t so addictive. 

Leo Robson is the lead fiction reviewer for the New Statesman.

This article first appeared in the 20 April 2017 issue of the New Statesman, May's gamble

0800 7318496