October saw Frieze's inaugural partnership with Mount Street in Mayfair, its first ever destination partner. Owned by Grosvenor Britain & Ireland, Four was appointed to handle the PR for Mayfair & Belgravia in July of this year and in this short amount of time, the team has delivered this incredible partnership between Mount Street and Frieze.
Designed to target Frieze’s VIP network of high net worth shoppers, our retail specialists worked with Frieze to host the first of its 2017’s Talk Series. The event, created exclusively for Frieze VIP ticket holders, saw celebrated feminist & New York artist Marilyn Minter in conversation with the editor of Frieze magazine, Jennifer Higgie. We worked with the retailers of Mount Street to offer these VIPs exciting content from bespoke perfume consultancies at Creed to an incredible private exhibition of artworks by Ionel Talpazan in Christopher Kane.
Working closely with Grosvenor, our retail team has turned the whole of Mount Street into a four day immersive art experience which truly celebrates the relationship between art and fashion with retailers across the destinations seeing strong footfall among this elite network of high net worth spenders.