GTF - Frieze Art Fair

To fully appreciate GTF’s promotional campaign for the Frieze Art Fair which takes place each year in London’s Regent’s Park, it’s useful (and delightful) to know how and why decisions were made: the stenciled letter logotype, for example, was inspired by the stamped labels on shipping containers used to transport the art to the fair. Additionally, rather than focusing on the art itself, each year the campaign’s photographic images highlight a different aspect of the park—its ducks and squirrels and soccer-playing or picnicking visitors. In 2006 GTF commissioned an aerial photography company to capture high-resolution aerial images of the park using a radio-controlled helicopter, fitted with a radio-controlled camera on an anti-vibration mount. The resulting images expose a usually inaccessible and other worldly view of aspects of park life. Particularly beautiful is the shot of empty boats on the pond. The low-level aerial viewpoint turns them into flattened abstract shapes and reveals the secret concord of their colored interiors, a pleasure usually reserved only for the birds.