The inaugural Los Angeles Frieze Art Fair was held from February 15th to the 17th. The happening delivered a multitude of contemporary works of art to audiences on the West Coast. The event layout and accompanying amenities were specifically designed by wHY Architecture to fit the style of Hollywood.
The New York and Los Angeles-based studio created the entry pavilion, an "immersive" main tent and other necessary features for the Frieze Art Fair. The style of representation was specifically designed to evoke the feeling of "being backstage and behind-the-scenes." Homeage is paid to the historical narrative of Hollywood through subtle decisions. This includes references to the Paramount Pictures gate on Melrose Avenue through a double-arched entrance.
Photo Credits: Yoshihiro Makino
Why This Trend Is Growing
- Backstage-style Art Events
- Creating immersive art events that evoke the feeling of being backstage and behind-the-scenes.
Industries Being Reshaped
- Architecture
- Designing event layouts and amenities that fit the style of specific industries, such as Hollywood.
