This month marked the return of Minor Attractions, an up-and-coming contemporary art event staged in Central London and not far from its sister fairs, Frieze London and Frieze Masters. Although the first event was held in two locations, including a pub in London Bridge, this year’s commercial platform took place in the chic Mandrake Hotel in Fitzrovia.

Perhaps inspired by other models such as the glamorous Felix Art Fair in LA or Swab in Barcelona, the event, self-branded as a ‘non art-fair’ took on the same format: emerging galleries were given a hotel room to showcase their artists. The works on view went beyond the rooms themselves, as these special presentations spanned the lounge area, corridors and outside spaces of the fancy Hotel. It was a success with a huge buzz throughout the week, the galleries attracted young and established collectors, artists and curators.

Dotted across the busy Frieze Week, Minor Attractions also hosted a robust series of events and parties including a Friday night with the cool and trendy newspaper the Toe Rag. It also featured performances and film screenings. All in central London.

“The Mandrake offers a space for business, relaxation, performance, and reflection—a place that remains in a fluid state,” noted Jacob Barnes, who is also the founder of London gallery Season 4 Episode 6. “It’s not just about a sterile white-cube space; it’s about making an experience.” they said to Artsy. The list of participants included galleries such as Double V Gallery (Marseille/Paris), TJ Boulting (London), PROVENCE (Basel) and many more.

Finding a new brilliant partner with the Mandrake and confirming its position as an innovative hub, Minor Attractions brought new audiences and buyers to London.

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