Universal Design Studio has returned as the architects of Frieze London for the third consecutive year and introduces an improved interior, new outdoor gallery space for Frieze Projects, and a bold entryway installation.

Universal have reworked the fair’s overall masterplan, layout and interior, for past editions to enhance the visitor experience. Adding wider avenues and dramatic vistas, new restaurant concepts, and introducing planting and careful use of colour throughout.

This year, the Studio reconceived the exterior entryway, establishing a new external gallery amongst the trees linked by a ring of ramps, elevated walkways and steps, designed to house an art installation and performance piece by Martin Soto Climent for Frieze Projects. The change also opens up park vistas from the Fair.

The entryway will be marked by a 7.5 m high Universal-designed sculptural installation, constructed from mill-finish aluminum by art fabricator Joseph Waller.

The installation, designed to reference the structural framing of the large tents that make up Frieze, invites light, views and reflection through to the tree canopy and Art installation beyond.

“This year we wanted to make the arrival at Frieze feel celebratory. The new sign will make a striking installation against the trees. The inception of a new outdoor gallery will bring the art through to the entry, bridging the interior and exterior.” – Richard McConkey, Associate Director, Universal Design Studio

Inside the fair, Universal has reimagined the VIP lounge for restaurant 34 Mayfair. Dark hues and large blocks of colour are offset by delicate lighting and planting by Hattie Fox of Shoreditch-based ‘That Flower Shop’. Classic furniture supplied by Italian brand Cassina features throughout with pieces by Le Corbusier, Charlotte Perriand and Franco Albini.