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fair game; It's Party Central in London as the Frieze Art Fair reopens this month.(Britain)(Brief Article)

Vogue

| October 01, 2004 | Saltz, Jerry | COPYRIGHT 2004 All rights reserved. Reproduced by permission of The Condé Nast Publications Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Byline: Jerry Saltz

Few things in the art world elicit more mixed reactions than art fairs. New York gallerist Jeanne Greenberg Rohatyn says wistfully, "They're shopping malls-but I always hope to bring kernels of ideas home." Fellow dealer Michele Maccarone isn't so optimistic: "I hate them, but they're a financial necessity." Dealer Andrea Rosen regrets that "buying art has become event-driven." Gallerist Gavin Brown simply fumes, "They're revolting."

All four will participate in this month's Frieze Art Fair, which was launched last fall in a vast, well-appointed tent in London's Regent's Park. The success of the first Frieze fair startled many art-worlders, not least New Yorkers, who are used to thinking of their city as the trading floor for contemporary art.

This time around, the number of participating galleries has risen from 125 to 149, crowds are expected to ...

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