This October, Sloane Street blossoms into a vibrant open-air gallery, proudly stepping into the spotlight as Frieze Week’s first official Destination Partner. Each year, Frieze Week enlivens London with a city-wide celebration of art and culture, radiating from the renowned fairs in The Regent’s Park.
For this edition of Frieze Week, the creative pulse extends along the elegant green boulevard of Sloane Street, where the ‘Modern Nature’ art trail unfolds, complemented by exciting new store openings from British-Turkish designer ERDEM, Scandinavian fashion house Toteme, and cult lifestyle brand Cabana.
Curated by Frieze Studios, ‘Modern Nature’ invites visitors on a reflective journey exploring our relationship with the natural world. Against a backdrop of lush gardens and inventive urban planting that echo the street’s remarkable transformation earlier this year, five artists—Marc Quinn, Maya Rose Edwards, William Farr, James Jessiman and Ro Robertson—present works that challenge, inspire, and captivate.
From monumental botanical sculptures to mirthful magpies, evocative coastal erosion casts and celestial colourscapes, the trail encourages a moment to pause, engage, and see the city anew.
Sloane Street’s rich heritage lends an enchanting layer to the experience. Home to London’s original botanic garden and encompassing over seven acres of gardens, this area has long been a haven where nature and artistry intertwine. This legacy continues to flourish within the trail, reflecting a history in which the natural world has long inspired creative expression and community connection.
Alongside the outdoor trail, leading boutiques and restaurants—including Harvey Nichols, Louis Vuitton, and Diptyque—offer in-store artist presentations and live creative demonstrations. The arrival of notable new flagships enhances the street’s reputation as a destination that celebrates luxury, creativity, and community in equal measure.
As Hugh Seaborn, Chief Executive of Cadogan, notes, “October is an exhilarating moment for Sloane Street, building on its elegant transformation into one of the world’s premier luxury destinations, now enriched with a thriving cultural partnership with Frieze.”
Echoing this spirit, Matthew McLean, Creative Director of Frieze Studios, reflects on the inspiration drawn from artist and filmmaker Derek Jarman, who once lived nearby: “‘Modern Nature’ is about natural life not frozen in time but intertwined with the present’s complexities—an invitation to experience place and identity in contemporary ways.”
Frieze on Sloane Street: ‘Modern Nature’ runs until Sunday, 19th October. Discover the full trail and event details at sloanestreet.co.uk.
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