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PRICE OF EVERYTHING AND VALUE OF NOTHING: GUIDED TOUR ACROSS FRIEZE LONDON 

LOCATION:
DATES:
START:
ACTIVITY:

GUIDE(S):

REGENT'S PARK 
17,18,19 OCTOBER
1PM, 5PM
+ GUIDED TOUR;
+ POST-TOUR DRINKS & DEBRIEF
ANASTASIA GARNOVA 
IL GURN

At Frieze London 2024. Photo: Il Gurn

Frieze London. Endless booths. Why this art’s so expensive? And what’s the meaning behind?

FRIDAY, 17 october, 5PM
SATURDAY, 18 OCTOBER, 1PM
SUNDAY, 19 OCTOBER, 1PM

Meeting point: REGENT'S PARK, FRIEZE LONDON, INSIDE ENTRANCE

Price: £60+FRIEZE ENTRY (varies by day, BUY IN ADVANCE)
Discuss it with your guides: Anastasia Garnova, ex-Hermitage curator, and Il Gurn, curator and producer at Eee3x. They deal in facts: how art gets priced and positioned. What does it mean? How should we look at this stuff? 

ON THE TOUR:

1. Orientation & survival guide. At Frieze, it’s normal that some paintings are priced like London flats. Some sculptures make you ask: is this serious? Blue-chips like Gagosian and White Cube show artists with seven-figure price tags or museum retrospectives, while others display emerging names still fighting for attention and cheaper to buy now.  

2. Curated sections. Trendy, political, sometimes confusing. Artists from South America and Africa weave histories of migration and exchange: it’s dense, poetic, sometimes tough to read. We’ll give you the keys without the FOMO on why collectors are betting millions on them. 

////// {HERE: CATHARSIS} ////// 

3. Moments & encounters. “Artist-to-Artist” section features stars picked by stars. But let’s be honest: what everyone remembers are the cameos. On past Friezes you could bump into Tracey Emin, Marina Abramović, or Damien Hirst. Will we see them again? Possibly. Will we talk about why they’re here? Yes.

4. Closing. Leave sharper, better positioned. You'll have survived Frieze and actually remember something. Join us for a glass of wine to discuss it. 

Confused or curious about contemporary art? Either way, we've got you. 
Buy your Frieze ticket in advance at https://frieze.seetickets.com/timeslot/frieze-london
Small group format (max 10 people).
Bring curiosity along with comfortable shoes.

At Frieze London 2024. Photos: Il Gurn

At Frieze London 2024. Photo: Il Gurn

GUIDES

Anastasia Garnova taps into psychology, Soviet archival studies and research into the most unusual cultural phenomena (i.g., prison tattoos). She has spent 8 years in contemporary art, working in museums and galleries in Russia, the UAE and the UK. Her most recent curatorial projects include Time to Gather Stones (2025, London), Digital Extravaganza (2022, Dubai), The Ethereum Aether: History of Media Art (2021, The State Hermitage Museum) and Creativity and Daydream: Contemporary Korean Art (2020, The State Hermitage Museum). Now happily working as an independent curator in London. Specialization:  connecting the unconnectable and making it concise. She applies her skills both in exhibitions and educational projects, proven with 1,000+ students.

With a background spanning cinema, design, fashion and architecture, Il Gurn brings a distinctive perspective as a curator, filmmaker, cultural producer and writer. On a professional level, he has curated contemporary and media art exhibitions internationally across diverse contexts, including Steps (2025, London), Bursting into Flame (2024, London), Psychotherapist for AI (2023, St. Petersburg), In The Name of Liberated Art (2023, Metaverse), Digital Extravaganza (2022, Dubai), among others.