For its 2022 debut in Beverly Hills, the contemporary art fair Frieze has come to a compromise with the city on the issue of its name. In an earlier meeting, the City Council expressed displeasure with the fair’s continued use of the name Frieze Los Angeles despite its location in Beverly Hills. In the agreement, Frieze L.A. will keep its original name, but will market itself on banners across the county as Frieze Week, with special banners within Beverly Hills promoting the event as Frieze Week in Beverly Hills. Other marketing material will continue to refer to the event as Frieze L.A.
The fair will run from Feb. 17-20 in a tent on the former Robinsons-May lot across from the Beverly Hilton.
