This October, Sloane Street becomes an open-air gallery as Frieze steps beyond Regent’s Park for the first time. Named the art fair’s inaugural Destination Partner, the Street will stage Modern Nature, a curated outdoor sculpture trail by Frieze Studios coinciding with Frieze London and Frieze Masters 2025. 

Works by Maya Rose Edwards, William Farr, James Jessiman, Marc Quinn and Ro Robertson will transform Chelsea’s most iconic thoroughfare into a cultural promenade—proving that art doesn’t need four walls to make an impact.

Expect the unexpected: Marc Quinn’s Deep Red Desire, a striking representation of an orchid in eye-catching red, explores passion, desire, and our relationship with the natural world. Nearby, his Our Botanic Shelves (Happy Tree), inspired by specimens in Kew Gardens’ herbarium, celebrates plants used in treating human diseases.

Ro Robertson’s Stone (Butch), cast from erosion along Cornwall’s rugged coast, elevates naturally sculpted figuration to art, claiming bold space in the urban environment. 

James Jessiman’s The End gestures towards nature’s role in a future still to come, whilst Maya Rose Edwards’ An Alternative Guide To Birdwatching—twelve silhouetted magpies perched on trees and lampposts—brings the Scottish rhyme ‘One for sorrow, two for joy’ to life along the Street. 

William Farr’s immersive celestial works, Metonia 005 and Metonia 007, will adorn streetlight poles and transform into large-scale window vinyls, inviting passers-by to pause and look up.

DOWNLOAD THE FRIEZE X SLOANE STREET MAP HERE 

Sloane Street’s boutiques are joining the conversation, too. From 15–17 October, Louis Vuitton invites Frieze visitors for a rare opportunity to witness the live customisation of an iconic Malle trunk by one of the Maison’s in-house artists, whilst exploring the captivating gallery of artworks on display throughout the store. 

Step into the Diptyque boutique on the south end of the Street and immerse yourself in the world of its La Grande Tour collection, where captivating artworks by Zoé Paul and Rabih Kayrouz await, with select pieces available to purchase.

At Temperley London, creativity will quite literally come to life. The boutique welcomes Dennis Chinaworks, who will transform its window into a live studio, painting their distinctive ceramic designs in real time. The live sessions take place on 14, 15 and 18 October—a rare chance to witness craftsmanship in motion and experience the brand’s artistic spirit up close. 

Meanwhile, Anabela Chan invites guests to discover her latest collection, Fruit Gems—a triumph of sustainability and innovation, where each gemstone celebrates colour and nature with artisanal precision. 

Whether you’re an art aficionado or simply curious, Sloane Street this season is more than a shopping destination—it’s where culture meets the street.

DOWNLOAD THE FRIEZE X SLOANE STREET MAP HERE