This month, London’s recently remodelled Sloane Street becomes the epicentre for an open-air gallery becoming Frieze Week’s first official destination partner.

Celebrated as a “cornerstone of the international cultural calendar”, Frieze Week transforms London annually this month (10-19 October) into “a city-wide celebration of art and culture, extending the energy of the fairs in Regent’s Park across the capital”.

So Sloane Street will stage ‘Modern Nature’, a curated trail coinciding with Frieze London and Frieze Masters 2025, and with new fashion store openings from Erdem and Scandinavia’s Toteme during the week.

The trail, curated by Frieze Studios, features outdoor pieces from artists Marc Quinn, Maya Rose Edwards, William Farr, James Jessiman and Ro Robertson, bringing “reflections on our relationship with nature to the iconic street”, while also celebrating the street’s transformation into an “elegant green boulevard”.

To support the event, many of Sloane Street’s boutiques, including Harvey Nichols, Louis Vuitton, Cartier, and Diptyque, will host in-store presentations and live demonstrations from artists and creatives such as Jackie Blue, Gary Card and Zoe Paul.

Hugh Seaborn, chief executive of the street’s landlord, Cadogan, said: “October is an exciting month for Sloane Street, building on its elegant transformation into a more beautiful, greener and pedestrian friendly boulevard to reinforce its position as one of the world’s leading luxury destinations.

“The arrival of further international flagships alongside this major cultural partnership with Frieze demonstrates the Street’s global appeal and our ambition to create a destination that celebrates luxury, creativity and community.”