London's Frieze art fair kicks off

LONDON, UNITED KINGDOM (REUTERS) - From suspended potatoes to eggplant sculptures, there are thousands of artworks on display at London Frieze, a vast showplace and market for contemporary art that opened this week in Regent's Park.

Neil Wenman, a senior director at Hauser & Wirth, which has galleries in Zurich, London and New York, explains the idea behind the concept for the exhibition: "What I wanted to do this year was to create a kind of open platform - a sort of democratic landscape for us to display all different artists, all different ages, different media."

Wenman said he wanted to show the multitude of art being created and is displaying works by 30 different artists, over a time span of 35 years.

One of the installations provides an array of beds, available to anyone for a catnap. AYR Art Collective has installed six multi-coloured "smart bedrooms" where visitors can lie down, and even charge their mobile phones.

"It is called comfort zone because we wanted to use this notion of comfort through let's say almost doing a anatomy of taste, like using the established domestic taste, like in the colours and the elements and subvert them," said Alessandro Bava, a member of the collective.

Frieze began 13 years ago as a pop-up show, organised by then art-student Damien Hirst, one of 16 young artists in south London. This year, 164 galleries from 27 countries are in the contemporary art section of the sprawling fair.

Presently one of the world's biggest showplaces for art, London's Frieze is as famous for its accompanying social events. One of the artworks featured in this years exhibition is an installation of decorated mannequins attending a mock cocktail party.

Frieze London closes on Oct 17.