Scott Reyburn of Bloomberg announces a new art fair to be held in London in October as Frieze unfolds:

Van de Weghe of New York and Galerie Vedovi of Brussels, both specialists in classic contemporary works, are among the latest recruits for the Pavilion of Art & Design in October. It is timed to coincide with the Frieze Art Fair and defy a slump in art prices. […]

The Berkeley Square event is organized by Paris-based Societe d’Organisation Culturelle (SOC). Last year at the same venue, SOC staged Design Art London, limited to 20th-century and contemporary design galleries. This year’s show features a more varied roster of more than 30 international dealers in design, decorative arts, jewelry and fine art. It now forms a sister event to SOC’s “Pavillon des Arts et du Design,” held in Paris in March. […]

“We were also under pressure to open up the fair to art galleries. We wanted to create a bridge to Frieze, which does not integrate dealers in modern paintings,” Perrin said.

Unlike Art Basel, held in June in Switzerland, the Frieze Art Fair doesn’t include galleries that specialize in 20th- century artworks. Frieze and the Pavilion of Art & Design will both be held in temporary structures.

So far, 13 art dealers have signed up for the Berkeley Square event, including the London-based gallerists Faggionato Fine Art, Ben Brown Fine Arts and Richard Nagy. The New York design specialists Marc Benda and Barry Friedman are also recent additions to the exhibitor list, Marta de Movellan, the show’s London-based press officer, said in a telephone interview. Another half dozen exhibitors have yet to be confirmed, said de Movellan.

Location, Location as Billionaires Lured by Berkeley Square Art (Bloomberg)