Frieze Week comes to Sloane Street, 10th – 19th October

This October, Sloane Street becomes an open-air gallery as Frieze Week’s first official Destination Partner. Celebrated as a cornerstone of the international cultural calendar, Frieze Week transforms London each October into a city-wide celebration of art and culture, extending the energy of the fairs in The Regent’s Park across the capital. Sloane Street will stage ‘Modern Nature’, a curated trail coinciding with Frieze London and Frieze Masters 2025, along with new brand openings from ERDEM, Cabana and Toteme during the week.

The trail, curated by Frieze Studios, is themed ‘Modern Nature’ and features outdoor pieces from artists Marc Quinn, Maya Rose Edwards, William Farr, James Jessiman and Ro Robertson. They bring reflections on our relationship with nature to the iconic street, to celebrate its transformation earlier this year into an elegant green boulevard with a magnificent, layered greening scheme which extends the gardens at the heart of the Street along the pavements, connecting the natural and urban landscapes. From Quinn’s monumental flower forms, to Edwards’ mischief of magpies, Robertson’s casts of coastal erosion and Farr’s otherworldly celestial colourscapes, these works provide an unexpected, challenging and dramatic journey along the beautiful street: one that asks the viewer to pause and look at the world around them with fresh eyes.

Many of Sloane Street’s boutiques and restaurants will host in-store presentations and live demonstrations from artists and creatives such as Jackie Blue, Gary Card and Zoe Paul. The week will also see the arrival of major new stores from British-Turkish designer ERDEM, Swedish fashion house Toteme and a pop-up activation from cult lifestyle-brand Cabana.

Hugh Seaborn, Chief Executive of Cadogan, said, “October is an exciting month for Sloane Street, building on its elegant transformation into a more beautiful, greener and pedestrian friendly boulevard to reinforce its position as one of the world’s leading luxury destinations. The arrival of further international flagships alongside this major cultural partnership with Frieze demonstrates the Street’s global appeal and our ambition to create a destination that celebrates luxury, creativity and community.” 

Matthew McLean, Creative Director of Frieze Studios, adds, “For the artist, filmmaker and writer Derek Jarman – who lived for a time on Sloane Square – ‘modern nature’ was a way of thinking about natural life as something not stuck in time, but messily entangled with the changing present. In the same way, each of the emerging and established artists featured in this display approach ideas of the natural world, habitat and place as ways into contemporary forms of experience, identity and community. Responding to Sloane Street’s history – home to seven acres of gardens and London’s original botanic garden – and its lush, planted-filled present, we hope that the works in ‘Modern Nature’ will give the neighbourhood’s residents and visitors alike a chance to step out of the moment, and look ahead.”

Frieze on Sloane Street: ‘Modern Nature’ will run from Friday 10^th – Sunday 19^th October. To explore the art trail and discover all events, please visit: www.sloanestreet.co.uk

Image: ©Hufton + Crow.