Frieze New York 2012

It’s Not Easy Being Green: A Newbie Collector Visits Frieze New York

Can you spot the first-timers? (Courtesy Getty Images)

With Frieze rolling into a big tent on Randall’s Island this week, Gallerist had breakfast at the Ace Hotel with seasoned art advisor Todd Levin. Director of the New York-based Levin Art Group, Mr. Levin has attended over a hundred art fairs since he started doing business. We pretended to be a first-time collector who’s decided to work with an art advisor and somehow finagled super-VIP access. He humored us.

It’s VIP preview day! But I forgot my watch! (And my phone.)  

In order to tell what time it is on the day of an art fair vernissage, I’ve found that glancing at the average heel height on women’s shoes is as accurate as the USNO Master Clock. If you see predominantly flats to two inches, that’s the first-tier VIP vernissage entry between 11:00 a.m. and 2:00 p.m. Two- to four-inch heels means the second tier of VIPs have entered, and that means it is between 2:00 and 6:00 p.m. These women won’t be there as long as the first group, and want to stay into the evening when the fashionista crowd enters. If you predominantly see women tottering on heels that are four to six inches or higher, then the third VIP tier has entered and it’s now after 6:00 p.m. Read More