Frieze week's new art fairs reviewed plus one on the move

Frieze week brought more than Frieze itself to London this October. A run of new art fairs debuted across the city, each with its own model, its own price bracket and its own idea of who it was for. Minor Attractions also returned for a fourth edition, this time in a new venue. We asked Darren of London Art Roundup to provide a short synopsis of each to give a sense of what each one offered. From Fair Play, where there are no galleries and the artists meet you in person, to London Invitational, held in the former US Embassy on Grosvenor Square.

Fair Play Art Fair

Fair Play Art Fair, London, 2026. Image credit Darren.

The vibe is very much “art festivus for the rest of us” at this new initiative where there are no galleries, just a curated selection of artists who are all on hand to greet you in person and answer every possible question you might have about their work. A terrific opportunity when you’re interested, potentially awkward when you’re not. The overall quality is a noticeable step up from other affordable or artist-first fairs, with a wide range of styles including abstract, figurative, mixed-media, wall-hung sculptural and a generous sampling of what many would classify as decorative or design. Most prices ranged from a few hundred to a few thousand pounds, with the largest canvasses topping out around £6-£8k. Basically something for everyone, and a terrific opportunity for early stage collectors that aren’t yet ready to take the plunge into gallery land.

Fair Play Art Fair took place at One Marylebone, 1 Marylebone Road, London NW1 4AQ. fairplayartfair.com

London Invitational

Victoria Roth, a solo show in room 3229 by Broadway. London Invitational, 2026, The Chancery Rosewood. Image credit Darren

The former US Embassy on Grosvenor Square, now an all-suite hotel, was a fitting venue for the 10 American (and 2 London) galleries that brought capital A Art for capital C Collectors who aren’t that fussed that the capital P Prices weren’t listed. If you have to ask then you probably can’t afford it at this fair where gallerists wear tailored suits and the art they’re flogging is easily mistaken as part of the permanent collection of the luxury hotel where room prices start at £1,500/night. The small sculptures, but mostly paintings, skewed towards the highly elegant, technically refined end of the spectrum (e.g. nice, polite, uncontentious) with a surprisingly large offering of super-sized canvasses as big as the beds. If you’ve got large walls and deep pockets, or just want to rub shoulders with those who do, this swanky boutique experience is for you.

London Invitational took place at The Chancery Rosewood, 30 Grosvenor Square, London W1K 9AN. londoninvitational.com 

Minor Attractions

Erika Trotzig in Room 106 (shown by Galería Reus), Minor Attractions, 2026. Image credit Darren.

It’s the fourth outing of this alternative model art fair and the good news is that it’s had a massive growth spurt, maturing into an incredibly well organised event while retaining the edginess and serendipity that makes it an both an exciting and awkward experience. It’s moved into The Newman, a much brighter venue than the previous two years but as before all the rooms have been transformed by cutting edge works from emerging artists and experimental galleries. The biggest and most welcomed change is that everything’s now on one floor, which makes navigation feel a bit like exploring the residence halls during freshers week. Fortune favours the bold so don’t be shy about shimmying around the gallerists as you snoop through the closets and walk into the shower stalls. It’s the only way you’ll discover all the creatively placed art in the cosy, London-sized hotel rooms.

Minor Attractions took place at The Newman, 50 Newman Street, London W1T 3EB. minorattractions.com 

Paraíso

Paraíso 2026, London, 2026. Image credit Darren

Art lovers and collectors are always looking for a new and unique slant and this new fair shaped by the experiences of Latin American artists might just scratch that itch. In fact, it was immediately evident that the independent presentations, group booths and programmed talks all offered something distinctly different compared to the usual contemporary fare one encounters in London. Universal themes such as identify, love, mortality, and nature always feel fresh when they’re filled with foreign attire, unfamiliar symbols or words that might need to be translated butthere’s no mistaking the joy and surprisingly playful approach that pervaded most of the work. Even the food had a fresh twist: tequila and tacos instead of coffee and croissants. Visiting galleries often stand out at art fairs, but an entirely new event built around one specific diaspora is a welcome shot in the arm that London’s autumn art season needed.

Paraíso took place at Ambika P3, 35 Marylebone Road, London NW1 5LS. paraisofair.com

By Darren of londonartroundup.com