“We got off to a good start,” said Sperone Westwater
cofounder Angela Westwater, who sold a $300,000 Joseph Kosuth
at the fair’s preview on Tuesday, followed by a 1993 Richard Long
work for $40,000. The stand has proved popular among institutions, with visitors including Tate
director Nicholas Serota, National Portrait Gallery
director Nicholas Cullinan, and Hervé Chandes, director of Fondation Cartier pour l’art contemporain
. “The audience here is growing, there’s an increasing number of collectors,” explained Westwater. “To begin with, people didn’t quite understand whether the fair was about Old Masters, or something else. But it’s high-quality vintage works.” She also praised this year’s move to hold the previews of both Frieze London and Frieze Masters at the same time, rather than stagger them. “It’s made a big difference,” she said.
Paula Cooper’s director Steven Henry echoed the sentiment. “It’s been more active than last year—more traffic, more Americans,” he said. “The collectors have been very responsive. The openings no longer being one after the other means that people frustrated by the crowds at the bigger fair could come here.”